Another trap was the idea that all companies should reduce their cycle times, and speed up the time to market. Again, as a universal `truth', this isn't true. In some markets, it's better to take more time to get it right, rather than introduce new products with short development cycles. In other markets it's different. But if all companies reduce their cycle times, then what results is a time race that nobody can win. In fact, everybody loses, because faster time to market eventually starts to drive up costs or reduce revenue, which dissipates profit.
So the idea that there might be a universal strategy for the twenty-first century, that could be applicable across the board, is obviously wrong. And to think otherwise is, in my opinion, a very big mistake."