The business landscape has been dramatically transformed in the past two years from a smooth, undulating terrain to an intensely rugged one.  The “fitness” of many organizations on this landscape has been altered, perhaps forever. We know that extinction is the inevitable fate of most organisations; 99% of companies that have ever existed are now extinct since their "fitness" declined over time.   While periodic disruptions of business are inevitable, windows of opportunity exist that allow companies to reinvent themselves. Emerging from these crises though, requires an "adaptive" strategic response, not a traditional, tactical one.  These adaptive strategies allow an organisation to build resilience.