Despite innovation factor is a constant in the market today, dictating strategies and the relationship with the publicorganizations are still trying to distinguishing trends from "fashions". More importantly, many are struggling with how to adapt philosophies, models and systems to leverage disruptive elements inside and outside the organization to improve the experience of customers and employees.

The truth is that this reality is unstoppable and each new wave of innovation only continues to test business models and allow for a different dynamic in the market. Markets are evolving and, at a certain point, consumer behavior and expectations move faster than managers' ability to accept that things are changing and to act accordingly.

We are not, however, returning to a "simpler" time or to a slower, less connected world. This is a era ofDigitalThis is a world in which technology and society are evolving faster than we need to adapt. With every new trend and every new device, organizations are faced with new opportunities and challenges in which to compete. But this is how business changes, in an ecosystem of survival for the most capable organizations and professionals.

To competing in the futureIn the face of the current situation, managers and leaders need to think beyond survival today. They need to look for innovation in how organizations can survive in an increasingly digital, interactive and demanding age, knowing today how to succeed in tomorrow's evolving markets.