“Survival of the fit,” in Darwinian evolutionary theory, describes the mechanism of natural selection. The biological concept of fitness is defined as reproductive success. But could this also apply to modern business? Sustained growth might be the criterion for fitness in a business context. So why is sustained growth so difficult to achieve? Surprisingly, it is not for the lack of ideas but lack of ability to adapt to change and competition.
The fittest business can quickly innovate and adapt to competition and it can use its core competencies to extend itself in new ways. These organizations are often lean, mean, and learning machines using application programming interfaces (APIs). They are built on a foundation of cloud, mobile, big data analytics and social computing and they are generally connected to the internet of things, to extend and monetize the organization’s core assets for growth and new value and revenue streams.
Even organizations born in different eras of digital transformation (mobile, internet-based, and client/server) that are successfully using APIs to achieve disruptive growth in their respective industries.