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Bain Book


Build Enduring Businesses for a World of Constant Change

By Chris Zook and James Allen

Is radical reinvention the key to winning in today’s fast-paced world? The results of some of the world’s best performing companies say no.

In Repeatability, Chris Zook and James Allen, authors of the best-selling Profit from the Core, warn that complexity is a silent killer of profitable growth. Successful companies endure by maintaining simplicity at their core. They don’t stray from, or regularly discard, their business model in pursuit of radical renovation. Instead, they build a repeatable business model that produces continuous improvement and allows them to rapidly adapt to change without succumbing to complexity.

"Repeatability brilliantly encapsulates how executives today must lead change."

Angela Ahrendts, Senior Vice President of Retail, Apple; former CEO, Burberry

Based on a multiyear study of more than 200 companies, the book stresses the value of repeatability in business, emphasizing that the “big idea” is really made up of a series of successful smaller ideas through a simple and repeatable business model. Zook and Allen show how some of the world’s best-known firms combine a core differentiation model with speed, adaptability and simplicity to land them at the top for long periods of time. They found that more than three-quarters of long-lasting business success stories had at their core Great Repeatable Models®.

For CEOs, senior executives, managers and investors, Repeatability is the new blueprint for reaching the top—and staying there.

Great Repeatable Models® and Repeatable Models® are registered trademarks of Bain & Company, Inc.

About the Authors

Chris Zook

Chris Zook

Chris Zook is an advisory partner in Bain & Company's Boston office. As coleader of the firm’s Global Strategy practice for 20 years, Chris specialized in helping companies find new sources of profitable growth. He is the best-selling author of multiple business books, including The Founder’s Mentality, Profit from the Core, Beyond the Core and Unstoppable.

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James Allen

James Allen

James Allen is a senior partner in Bain & Company’s London office and the coleader of the firm’s Global Strategy practice. For over 25 years, James has advised clients on the development of global growth strategies, emerging market entry strategies and turnaround strategies. He is the coauthor of The Founder’s Mentality and the best-selling book Profit from the Core.

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What Others Are Saying

Very few businesses move beyond surviving to actually thriving and winning in their segments ... Chris Zook and James Allen show how this can be achieved through clear thinking and hard, enduring effort.

Jørgen Vig Knudstorp, Executive Chairman, LEGO Group


Repeatability is a terrific guide to adapting your business for success in uncertain times.

Ken Chenault, former Chairman and CEO, American Express


Strategy is more than a plan, more than a vision. Strategy is about delivering something better to customers than your competitors every day, which means translating strategy into frontline actions and behavior … Repeatability is the missing link to turn strategy into action.

Sandy Ogg, founder,; former Chief Human Resources Officer, Unilever

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