[ScalaFan]

Corollary to this is when a business is so mature that they decide to no longer take risks (or higher risk) by designing a new product, or go after a new market or go for the next disruptive change that is valid. Instead they go after reliability based on exploiting a current product or resource or asset and optimize the product or process to extract out yet even more value. The latter is always viewed as safer and more predictable than the former. The truth is to recognize that that is what is happening and accepting that in the long run, the latter will not produce sustainable growth.