" BRANDS NEED TO CHANGE THE
WAY THEY CHANGE "
Gary Hamel - Consultant!
At this stage, you have to make the move from "operational agility" (continue what you
are doing, but do it better) to “strategic adaptability".!
Strategic adaptability, by contrast, refers to a company's capacity to reconﬁgure its
underlying business concept.!
During its brief history, Amazon has morphed from a web-based bookseller, to an
online retail platform, to a digital media powerhouse and, most recently, to a leader in