It's harder than that, because it can take years of trying out new features & products before a company really matures and/or ossifies. So you can be in that awkward middle zone for a relatively long time where you don't have the time or resources to build things exactly right, but you might just find something taking off and becoming a core part of the company's technology stack.

Takes a lot of wisdom, discipline, and not a little luck to know where to invest deeply in building robust software and where to get something done quickly so you can start testing it in the marketplace.