What was Jack Welch's quote about the rate of change inside vs outside?

"If the rate of change on the outside exceeds the rate of change on the inside, then the end is near."

-Jack Welch

Jack Welch, the former CEO of GE, was always a major proponent for companies who were proactive with change rather than reactive. This quote is directed to the rate of change outside [your company] exceeding the rate of change inside [your company]. According to Welch, if your company is not changing and adapting to new cultures, trends, markets, and etc., faster than the rest of the world is changing it will become obsolete. A company should be setting the new trends with which culture is being formed, not reacting to the change long after it happened. Look at what Steve Jobs did with Apple Inc. Together the iPod and iTunes (mp3/mp4) lines have helped Apple redefine an entire generation's way of listening to music and even overall communication (iphone 4 anyone?). They were setting the trends which companies like Samsung, Microsoft, and Sony would have to run to catch up with. As you can tell with the success (or lack thereof) of the Zune, it is better to set the bar than to try and catch it.