When the book discusses Business and Professional Communication Ethics, the authors note that "the key to keeping a profit or not-for-profit company alive is 'responsiveness,' defined by the test of direction and change in an increasingly competitive marketplace" (185). This is an incredibly important recognition that businesses really do need to keep up with the times as changes occur. There are entire teams in organizations that work to watch the market and see what needs adjusting.
A really great example of an organization changing direction is General Mills. They used to produce a lot of breakfast cereal that was very colorful and in some cases had a lot of sugar. Now, they have shifted and are continuing to shift to less artificial coloring and striving to have healthier cereal options. This change has come along with the large cultural shift if society to get away from chemicals in food and to start eating things that are healthier overall. If they had continued to produce the older kinds of cereals there is really no telling how long they would have been able to stay relevant, but with other companies shifting in this way they would likely have been out-competed.
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