By its very definition, the phrase “paradigm shift” implies disruption. In business, consumer paradigm shifts are particularly disruptive, as they force the companies affected to alter (sometimes dramatically) existing models in favor of new ones. Faced with choice of exchanging the certain for the uncertain, it’s no wonder most companies opt for a wait-and-see approach to change, tacitly hoping that time will prove any shift unnecessary. Unfortunately, the growing influence of technology in business is exponentially increasing the speed, prevalence, and magnitude of paradigm shift disruption, allowing brands little time to adjust or evolve. In such a chaotic business environment, acceptance of change is often a lagging indicator; by the time it’s been fully realized, the opportunity has passed.