Survival is Not Enough/Godin 202-203

203 Evolution doesn’t work this way. As long as there is competition (and there’s always competition), species are evolving, testing new survival and adaptive strategies and trying to find a competitive edge. Over time, those tests (combined with inheritance) can add up to a significant advantage for the species.

A business that’s not facing a life-or-death crisis doesn’t need to slow down. It needs to hurry in a very different way. Hurry to evolve. Hurry to test.

Change is not a spigot to be turned on in an emergency and then sit blissfully turned off the rest of the time. It’s a constant process, a tool for beating the competition.