My approach to business red teaming is predicated on the belief that there is no end state for any company and no equilibrium in the marketplace. Change is the only constant.

No matter how great your company is today, the only way it can stay great is to continue to evolve. If you don't believe me, grab a copy of Jim Collins’ seminal work Good to Great and see how many of the companies he wrote about in 2001 are still great today — or even still in business.

The best companies — companies like Google and Apple — already understand the necessity of change. They embrace it. It is part of their DNA, and it always has been. It is why so many other companies live in fear of waking up one morning and discovering they have decided to enter their industry and disrupt it.

This recognition of the constancy of change may not be part of your founding vision, but you can make it part of your company’s DNA by embracing Red Team Thinking™.

Red Team Thinking™ is for companies that are not satisfied with their success. It is for organizations that know they can always do more, go farther and fly higher. If you are happy with where you are and do not want to change, then don’t red team. Just sit back and wait for one of your competitors to do it for you.