pBeing smart about business means knowing what to expect. That means thinking ahead and preparing for the inevitable changes that will affect the way business is done. This allows businesses to be resilient and thrive in a changing environment. Digital marketing is no different.ppIn fact, author Josh Kaufman discusses the value of comparison in his book The Personal MBA. It means imagining possible futures and then preparing for them.ppLet's say you have a large company that does well in a certain niche. Maybe you own a business that sells whey protein shakes. The mistake some big companies make is thinking they are too big to fail and sticking with it.ppBut what if another company comes along and makes a better protein shake for less money What if a new protein source is discovered What if a study showed whey protein was bad for us All of these things can happen and can seriously disrupt even the most established business.ppHowever, smart companies are already considering and preparin