capitalism demands that companies adapt and evolve to survive. this requires recognizing a strength and using it in a new way. for example, walking home today i saw a brinks truck – not unusal in the city – but i’d never seen a brinks truck doing this before. it was shredding paper. brinks is in the secure transport business. they have built a trust relationship with their customers, and shredding and securely disposing of paper is a logical extension of their service. it’s not such a big deal, but i’ve been thinking about this in other contexts and wanted to share a relevant example.