Business realities are changing.

Fortunately, so are customers’ needs.

Every cataclysmic event results in some extinctions and other adaptations and evolutions that allow the survivours to thrive in the new world.

This is no different from everyday business. Customer needs have always been changing. It’s just been slower, allowing for incremental, less risky adaptations to keep our customers happy.

Cataclysms absorb the incremental change in customer needs in a short space of time. Slower moving businesses in industries radically affected by the disruption will face extinction, while the faster moving, nimble, resourceful and resilient businesses will thrive.

It’s much less about how quickly you can change, and much more about how quickly you can understand the new needs of an old customer. In essence, what you have been doing (hopefully) just faster.

Ricardo Cruz

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