Cultures are not static. They are living systems that evolve, sometimes devolve and rarely stay the same. Culture ideally should enable the aspirations, strategy and purpose of an organisation. As external market disruptions occur and
organisational aspiration and purpose evolves, culture must also evolve in order for the organisation to adapt and grow to achieve
its aspirations. The more adaptive the culture, the more likely the organisation is to be able to successfully respond to disruptions and changes. And, over time, to become the disruptor rather than the disrupted.