Businesses don’t necessarily fail because their products become redundant but because they fail to adapt to the changing environment. This is likely to affect their relationship with and route to their customers before it affects the demand for the products themselves. True disruption only occurs occasionally. The only real revolution most of us are likely to see in our lifetimes – the digital communications revolution – has plenty of runway still left to go, and damage to do to lazy businesses that don’t have a plan for the future.

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