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We must adapt, not optimise

Phil Jones MBE, managing director of business technology solutions provider, Brother UK.

On many occasions in my career, I’ve heard business leaders say that the vital components for success are a deep and unwavering passion, and steadfast commitment to an idea. And while I appreciate the sentiment, my experience has shown me the opposite. Successful companies are often built by testing assumptions and reacting as new information emerges.

The commitment piece comes after those smaller market tests and experiments have been quickly validated.