Great businesses continue to be great and not so great businesses continue to be not so great.
When we look for businesses to invest in and find these great businesses that gained market share over the years, grew strongly, stayed highly profitable, and generated handsome shareholder return, most of us doubt whether these businesses will continue to perform the same way it did in last decades or so.
We ask whether they have reached a point of maturity and are set to decline from here. But most research suggests that, these great businesses continue to be great longer than we normally estimate. And most not so great businesses continue to be not so great.