Welcome to Hype Theory
Take the double helix of a DNA strand, for instance. The two strands are dependent on each other in order for life to exist and DNA to replicate. The DNA’s helix structure serves as a blueprint: one strand denotes faster evolving traits, like hair and eye color, while the other strand carries the stable genetic traits, like the formation of bones, lungs and so on.
Fundamentally, business works in a similar way. You should have your baselines, like CPAs, lawyers, data systems, and so forth to allow stability in your business and processes, but you should be making mutations in your sales, marketing, PR, merchandising, deal making, recruiting, research and development, and other methods in order to evolve and beat your competitors. On one hand, your basic structure and DNA is protected, while on the other hand you are in radical, proactive mutation mode in order to figure out how to create additional wealth for your shareholders.
