Section 7.5 · Stage 4 of 6 · Adaptive Brand Management: Foundations

Adaptation

Change to the smallest relevant unit of expression, process, channel, proof, experience, policy, or system.

Definition

Adaptation is change to the smallest relevant unit of expression, process, channel, proof, experience, policy, or system.

The claim

Minimality is an epistemic requirement, not an economic preference. A change small enough to attribute produces knowledge. A change large enough to obscure attribution produces an outcome and no knowledge, and the organization cannot repeat it deliberately.

Preconditions

Reversibility, which is what makes a fast decision safe.

Known limits

Continuous small adaptation is insufficient where the position itself is wrong. Adapting the expression of an organization aimed at a market that no longer exists makes the error clearer. The model does not contain a mechanism for detecting this from inside the cycle, which is a genuine gap and is stated as one.

This page expands one stage of the cycle set out in Section 7. The commercial practice built on the model is described separately by Digilu.