Sometimes when I speak about companies and how they evolve I like to compare them with species in the deep blue sea. Every organism there has a long history of change, all species change over time, adapt to new ecological circumstances. Driven by the need for food, to survive and feed their offspring they must adapt their genes, no choice.
Also, companies with their ecosystems are forced to adapt continuously to new circumstances in their own specific "deep blue sea". Food does not come to you, you must search for it, fight for it and be very careful because there are always enemies who can eat you or take your food as competitors. Food is Revenue in my metaphor: no revenue no future. If you don't adapt you will die, no question about that. Let's talk about the ability to adapt and the speed of adaptation.
We clearly live in a volatile world, with many disruptions, a future that is difficult to predict and uncertain supply chains, think about energy, raw materials, etc. Partnerships are not set in stone anymore. To survive you not only adapt but even more you must be prepared to multiple adaptations, multiple scenarios in your environment. Not so easy,
It is very natural that companies in the first place want to safeguard the direct "food" revenues, make sure that the cash comes in, this year and next year. That is absolute survival priority. Companies must make reservations for uncertain new circumstances, which means safe some money and energy for this and not spend it. Contingency percentages must be high.
The art is now to combine the need for speed with the need for investments in the further future. You must do one and the other. Smart. As the Fittest.
More about this later.