Creating a company that's flexible and has the ability to adapt will help you get inside your competitor's business cycle. These companies sense needs of customers and respond to changes. I've create a diagram that shows some of the areas where flexibility is key.
If your company creates products, building options into products from the ground up enhances your ability to delight customers. In fact, options in flexibility can be used in almost any product, from making malteds to making movies.
How do movie moguls use options? Producers may have two different endings for a movie. Instead of making an early decision and selecting one ending and playing it in theaters across America, they play the two movies in only two theaters, a different ending in each. After the movie they interview patrons and discover what movie customers like best.
Producers learn from feedback. Perhaps they adjust the ending or go with the one customers love.