A business comfortable in its routine is often change-averse. This fear of failure is preventing innovation and one that organizations must overcome to avoid the risk of falling behind.

Leaders promoting innovation are taking the bold step to shake up the status quo. But, to earn buy-in and support, they should find a common, relatable ground.

Continuing to do the same things in the face of change eventually results in irrelevance.

Responding to emerging market conditions can position organisations to be more resilient when the trend eventually leads the rest of the market to follow.