It seems so many companies are finding it easier than ever to automate, speed up, and turbocharge their way into mediocre performance with customers all because they don’t stop to re-define the essence of their strategies for attracting, selling to, and serving customers in the first place. What’s needed isn’t brain surgery-level redefinition of company-wide processes, but an intense new focus on embracing flexibility. The more successful a company becomes, the more rigid it tends to become.