The pandemic has tested the plasticity of company cultures like never before. Organizations that were flexible enough to change large parts about how they operate, and do it quickly, were able to spark innovation that will outlive the circumstances that motivated those changes in the first place. In some cases, entire businesses changed, not just in how they delivered their products or services but also in what they delivered entirely.
Similar to trees adapting to grow taller above a forest canopy to reach more sunlight or shorter plants on the forest floor adapting to live in the shade, companies that were willing to change their behaviors in 2020 were the ones whose doors didn’t close (or weren’t forced to significantly shrink head count). Some even thrived.