RECOVERY: When the change has already occurred and the organization needs to catch up. The environment has changed. The organization is racing to stop the bleeding. Struggling to stop losses in revenue, market share, profitability, cash-flows, loss of talented people and market reputation.

TRANSFORMATION: When the leaders of the organization have sensed the changes taken place and are proactively taking steps through mergers, acquisitions, divestitures, downsizing, rapid expansion into new markets, release new products and services.

DISRUPTION: When the organization is #1 in their market and they want to continue to shape the environment, to disrupt their own success with new business models and ways of creating the future.