By Erwin Busselot, Director, Business Innovation & Solutions, Ricoh Graphic Communications, Ricoh Europe
British naturalist Darwin famously said: “It’s not the strongest species that survive, nor the most intelligent, but the ones most responsive to change!”.
This is also true for companies. As in competitive markets commoditisation often displaces differentiation. This is also Darwinism at work.
Commoditisation can, however, be countered by innovation. But we can be held back from innovating by the demon of inertia in us.