Martin Reeves, Mihnea Moldoveanu, Adam Job

When the future state of the world is likely to be similar to the current one, or is at least somewhat knowable, it is efficient to tailor strategy to achieve optimal fit with the current or anticipated environment. But the efficiency gain of striving for fit comes at the cost of flexibility. In times of uncertainty and change, optionality becomes critically important. Companies need to embrace more diversity and flexibility in their practices and approaches in the present, thereby keeping more future options open.

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