How many companies react instead of being proactive ? How many disappear, swallowed by the new trend or faster competitors instead of taking some time to objectivity analyze the situation early enough, giving themselves some perspective ? There are countless examples : Uber taking significant market shares to taxis, AirBnB taking huge market shares to hotels, Expedia sharply lowering down the value of many travel agencies to mention a few. The world is moving fast and so is the business environment. Digitalization becoming predominant and will continue it’s way, modifying the business landscape as we know it. This is true for products, services, solutions, ideas, communication. 
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It can nevertheless be a real strength when considered and implemented seriously within a global strategy.  Do not let yourself surrounded by competition without any action simply because you think you have plenty of time before being disrupted or just because you do not fully understand the whole ins and outs of your environment trends. Take some advices, external professional points of views. Stop turning into circles. Brainstorm and already ask yourself : what if my business was disrupted ?