From Amazon's 2016 Annual Report

Day 1 is the term that Jeff Bezos uses for an organization’s startup and growth phases. He talks about “Day 1 vitality”, when organizations are delivering to their customers great value.

Day 2 is the spiral of decline. He says, “Day 2 is stasis. Followed by irrelevance. Followed by excruciating, painful decline. Followed by death.”