I am not really sure that I agree with all of their points, as some of their examples are a bit fishy (Enron, United, etc.). Also, it is a bit hard to digest into something useful, but you may see it as a way to analyse markets/industries.

To be quite frank, the Rule of Three is extremely old and has been applied in many contexts, but this is the first time I've seen it in a business context, therefore I believe it is at least worth reading.