There are two kinds of organizations. One kind likes to be on the cutting
edge . . . to embrace the new. The other kind fears that, and holds back. . . .
[Organizations] that are good at being edgy will always find a way to thrive. .
. . What do you do when the [world] is moving away from you, not toward you? If
you wait too long, it’ll be too late to do much of anything at all. Instead,
recognize that change is coming, that the reality you operate in is dying out,
and start practicing how to do the next big thing. Betting on change is always
the safest bet available.
  – Seth Godin, The
Big Moo
, pp. 90-91