Change is uncomfortable. It disrupts routines, challenges assumptions and forces us to rethink the way we operate. But if there’s one truth I’ve learned throughout my career, it’s this: the only way to grow your business is to evolve. Staying still is not a strategy—it’s a slow fade into irrelevance.
At Lang Strategies, we coach our clients to embrace change not as a threat, but as a powerful catalyst for growth. Whether it’s reimagining your brand, adopting new technologies, or shifting your business development approach, innovation should never stop. Some of our best practices today—like tailoring communications to your audience’s mindset, meeting clients where they are (physically and strategically), and creating messaging that resonates in the moment—are rooted in our ability to adapt with intention.
I draw much of that mindset from my time leading the DC Chamber of Commerce as President and CEO. When I stepped into that role, I quickly realized that business as usual wouldn’t cut it. We had to rethink membership, value propositions and community impact. Over the course of just 18 months, we increased membership by 47%—not by staying the course, but by redefining what membership meant. We introduced new programs, aligned our mission with members’ evolving needs and weren’t afraid to sunset initiatives that no longer worked.
But change wasn’t always easy—or popular. Post-9/11, we faced a city grappling with fear, fluctuating terror threat levels and uncertainty. As a leader, I had to make tough calls—not for applause, but because it was right for the long-term health of the business community. Those decisions weren’t always popular, but they were necessary. That experience reinforced my belief that change and courage are intertwined.
Today, I apply those lessons daily with our clients. Whether you’re launching a new initiative, reevaluating your strategy or trying to reach an untapped audience, ask yourself: “What’s holding me back from evolving?” Because the truth is, growth demands evolution. It demands that we shed what’s safe for what’s possible.
So go ahead—take the leap. The future of your business depends on it.