"Actions produce reactions... this means a living organism’s actions inevitably render it interdependent with its habitat, animate and inanimate." The Oxford University Press blog just posted an enlightening article about Darwin's theory on agency regarding the science of evolution, and although you have to be a bit of a science of evolution geek to like it as much as I did, it was additional support reinforcing for me that this agency theory plays out in adaptive business environments as well.Because every living entity (including customers, employees, companies, and markets for example) is an adaptive environment and the same rules - based on the science of evolution - apply with respect to influencing these environments, actions produce reactions are part of evolutionary adaption.In business, this means that in order to influence the environments that you, your company, employees, and customers are interdependent in, one must understand this interdependence and develop maximal strategies for growth and minimal strategies for survival in order to influence, adapt and grow or evolve.I attended the Growth Innovate conference the other day and sat in on the "Thriving In The New Normal" webinar with Matt Sweezey Director of Market Strategy at SalesForce where he talks about how customers shape their own experiences and that companies who understand how to "influence" and work "with" their market -- not work "on" their market -- will be the most successful.He talked about six key trends including 1. Consumers are in control, 2. Post-AI consumers, 3. Rapid content cycles, 4. Hyper personal motivation, 5. New decision-making models and 6. Generation "I". These trends are helpful to know and consider but they are missing the fundamentals based on the science of evolution.For example, "Consumers are in control"... Matt explained that consumers are now the largest creators of noise and that will remain until the end of this era. The truth is the consumer doesn't have 100% control over media and messaging just as media doesn't' have 100% control, and that media doesn't really operate for consumer needs, rather, in reality, consumers, companies, media are all adaptive environments each adapting and evolving to influence each other.The same "science of evolution" rules apply to each of these adaptive environments (consumers, media, companies, marketers, etc.), and having a maximal strategy for growth and minimal strategy for survival is necessary for each consumer, media, company, marketer, the entity is critical for survival and growth.Matt's analysis of past data and his presentation of current trends (math-based artificial intelligence) was excellent and this is good information that should be considered and incorporated, but this knowledge must also be combined with fundamentals-based artificial intelligence based on the science of evolution and the knowledge of how adaptive environments operate.And, this example of having consumers creating more "noise", media and messaging, for example, is a great example of the agency theory of evolution and that "actions produce reactions" continues.Curious about how you can incorporate the science of evolution in developing minimal strategies for survival and maximal strategies for growth to better influence your markets? Learn more here or reach out to firstname.lastname@example.org any time!