Businesses often try to maintain the status quo, writes Seth Godin (see But reflexively defending your brand is wasted energy:

"The best way to get smarter, to embrace and to cause change and to triumph in times of market turmoil is to adopt the scientific method. Ask yourself, 'What do I believe that's wrong? How can I change the way I do things? What works? What doesn't?'…Restlessness and the scientific method…create a culture of testing and inquiry that can't help but push you forward."