The concept of the Curve starts as a seemingly niche idea, focused on a few specific industries. By the end of the book it feels both common sense and revolutionary in the potential breadth of its applicability. It has provided a new lens through which to evaluate and understand corporate strategy. A 'must read' for anyone needing to understand the future of business. In addition it is packed with fascinating anecdotes and observations, which makes it a compelling and enjoyable read.