There are specific rules that govern how change can successfully occur in a given industry. Companies whose growth strategies follow the rules of their industry succeed; those who break the rules fail. This book shows how to align strategy with the principles of industry change to achieve sustainable growth. Growth and innovation are essential for the long-term survival of every company and they are also the two arenas in which companies most consistently fail. This book offers a compelling reason for why this is happening and a breakthrough framework for turning it around.