From fringe to core and from core to fringe. A simple but powerful concept that was built on the Multiple Jumping strategy framework. We introduced this concept in 2014. New innovative ideas often begin at the fringe of a company’s business. When it grows, it often would move into the core of the company and become the mainstream. In some cases, companies would reinvent its original core business to make it great again. At some other times, however, the importance of the original core will diminish and eventually become a fringe business. This can be an ongoing cycle that goes back and forth for many times. And therefore at heart it’s dynamic strategy with duality as its nature.