The Default Path

As companies grow, they usually follow a default path, moving from insurgency to incumbency. At first, this is a dream come true. They become the leaders of their industry and the benefits of their newfound size allow them to reap a disproportionate share of its rewards. But this success comes at a cost: the gradual, imperceptible loss of Founder’s Mentality. Complexity grows. Their metabolism slows. They become vulnerable to forces—which we call the winds—that cause their growth to stall.