An Ogee?

[oh-jee] a double curve, resembling the letter S, formed by the union of a concave and a convex line

In mathematical terms, an ogee is the spot where a variable can shift from negative to positive…or vice versa. In a business context, this precarious inflection point occurs in the lifecycle of every organization, from start-up to mature company. It is preceded by significant internal and/or external events that have altered the landscape. A business at this juncture finds that existing marketing strategies no longer communicate brand value and do not promote business development. Risk is heightened. Decisions made at this position will shift the curve: market share is poised to grow or decline, image will be enhanced or tarnished, and growth proceeds or falters.

What can be done to ensure a positive trajectory?

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