One person who understood that newness fades and had the foresight to introduce new curves at the right time is former Manchester United manager Sir Alex Ferguson.
A large part of his prolonged success was due to getting the timing of getting new players into the squad and letting go of great players at the right time.
When I started watching Manchester United it was during the days of Eric Cantona. At that time, a young player by the name of Ryan Giggs who was 18 years old, who grew to have a remarkable career at Man United.
He brought Ronaldo at a young age and Ronaldo left when he was at the peak of his game.
He brought David Beckman at a young age and he left when he was at the peak of his game.
Ruud van Nistelrooy was a deadly striker and left Man United when he was at the peak of his game.
Wayne Rooney was introduced to the team at a very young age when Ryan Gibbs was about to retire.
Quite a number of amazing players left Man United when they were at the peak of their game.
All along new young players were introduced as great players who were at the peak of their game left the team.
The ability to let go of great players at the peak of their game takes guts.
How do let go someone who is in form. You do that when you understand the importance of introducing newness before the first newness fades.
Holding on to great players for too long leads to a slump in a team once those players pass their peak performance and age.
It is understanding that newness fades that we are able to introduce new concepts, fresh ideas, revitalize and re-energise existing concepts but most importantly introducing these new ideas at the right time before it is late.
Change before you have to.
If you wait until there is another case study in your industry, you will be too late.
Ps: Other football teams have also been able to use the S-curve successfully.