Just like living things, businesses are constantly changing, evolving, and adapting to their ever-changing environment. Whether it be to stay competitive or to increase revenue, businesses must constantly question what they are doing and how they can improve. Too many businesses fail because they aren't able to adapt to the ever-changing environment.
It's important that we as business owners keep in mind that our business is a living organism. There will always be change and fluctuation in the marketplace that we must be willing to adapt to in order for our business to survive and grow. When we sit back and do nothing, we let the market dictate our future and if you let the market dictate your future you will always be reacting to other people's needs instead of proactively seeking out opportunities that could benefit your company.
Many times when a business needs help growing new opportunities aren't thought of by the owners themselves - often times there isn't enough time due to the fact that they have so much on their plate already. This is why it is crucial for companies to bring in outside experts who can come in with objective eyes and help them discover untapped opportunities that will allow them to grow their business.