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10. Future

As in nature, survival in business requires the constant fueling of new growth. Growth is essential. Growth should be both vigorous and sustainable.

Business often claims that all is a matter of 'the survival of the fittest', misquoting Charles Darwin and giving the impression you need to be "fit" like a muscle builder. This justifies walking all over everybody and everything and then calling it natural.


The proper use of the word "fit" is how we use the word in clothing. We choose the clothes that "fit" best. In a similar way, companies should fit with the environment. Then, the companies that fit the environment better will survive longer.

Check out the chat for environmental drivers at Envirospace PopUpFact

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2002 Edition