Truly great companies recognise that trap. They know they must constantly reinvent themselves with new business ideas that move them on from the previous success.

However, it is not enough to simply guard against a financial S-curve.

There are also three hidden S-curves that measuring the company's market relevance, the distinctiveness of its capabilities, and its talent development. They level off well before revenues begin to flat-line.

Information technology is routinely expected improve products and services, or operational capabilities, but it can also be a driver of corporate change. This is the type of change that prevents companies peaking and then fading.

As a facility, it can help across all three of the hidden S-curves: