If a company launches a sequence of growth businesses, if its leaders repeatedly use the litmus tests for shaping ideas or acquiring nascent disruptions, and if they repeatedly use sound theories to make the other key business-building decisions well, we believe that a predictable, repeatable process for identifying, shaping, and launching successful growth can coalesce.
A company that embeds the ability to do this in a process will own a valuable growth engine.
— The Innovator’s Solution: Creating and Sustaining Successful Growth by Clayton M. Christensen, et al.