Tested systems work great when the technology is well established, when the market is stable, when the business environment doesn’t change. But for many businesses today none of those things are true. Technology is advancing. Markets fluctuate. Customer expectations are constantly evolving. In such a dynamic environment, a tested system may not only fail, it may even be counterproductive. The path to success in a fast changing environment is to become more flexible and adaptable, finding fresh insights and approaches, not clinging to what used to work.