Every successful fundamental initiative that a company undertakes broadly consists of three stages - 'initial investment', 'growth', and 'fade', as depicted in chart 'S-curve of each fundamental initiative'. The longevity and pace of growth of an initiative is defined by the slope, height and shape of the fade of its overall S-curve. The fundamentals of the overall business can be treated as an overall S-curve, which is nothing but the consolidation of all individual S-curves pertaining to each initiative the business undertakes (see chart 'Overall S-curve resulting from individual S-curves').
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