One foot in order and one foot in chaos. It is important for a company to get good at something and be able to deliver that in an efficient manner. That’s order.

Simultaneously, a company must spend time improving its product or service, discovering a new product or service, finding a new market segment. That’s chaos.

A company cannot sock away all the fruits (profit) of its labor. Some of those fruits have to be reinvested in chaos. It seems counterintuitive, sometimes unproductive, often painful. But it must be done, because eventually, your market will demand it.