Disrupt or be disrupted
Volatility, uncertainty, complexity, and ambiguity are the reasons behind the death of companies - startups and corporations alike. Disruptions caused by hypercompetitive market, liquid social values, accelerating technology advancement, environmental degradation, and political roadblocks are forcing companies to constantly rethink and adapt their strategy and value proposition at an accelerating pace to survive.
As we enter the 4th industrial revolution, companies win either by being a low-cost leader or by being different. Since there can only be one true low-cost winner in every market, the only winning option is through differentiation. To be different, companies must innovate to gain competitive advantage. However competitive advantage is transient, hence it is paramount for companies to continuously innovate to grow.