We live in a time when change happens very quickly. In the past, new technologies and industries evolved slowly, often over several decades. Today, technology can become outdated in a matter of months, and new marketing and advertising trends can emerge out of nowhere. For agency leaders and owners, this can be an extremely frustrating and challenging environment to navigate. Poorly timing the market or missing an emerging technology trend can spell disaster, leading to stunted growth from being left behind — or worse, a failed business.

In the face of such rapid change, future-proofing your company is essential for survival and success. It’s not enough to merely react to market shifts. Agency owners need to figure out how to anticipate changes and adapt to them proactively. Here are five key strategies to business survival and growth in today’s dynamic business world.

Related: 4 Ways to Adapt Your Business as Your Industry Evolves

1. Diversifying products and expanding into new markets

Diversification is one of the most effective ways to protect your business from disruptions in the market. This practice involves creating additional products or services that target a wider range of users or demographics. Oftentimes, this can be done without major investments by simply making minor modifications to existing services. For example, a social media marketing firm can offer standalone video editing services instead of just editing content for social media posts.

Relying too heavily on a single niche or client type creates a lot of risk if a new competitor emerges or there are huge shifts in consumer behavior. By introducing new services and engaging new markets, you can not only secure more revenue but also protect your business from unexpected risks.

2. Embracing innovation, technology and automation

Technology is one of the major forces that is driving change in today’s marketplace. Tools like artificial intelligence are allowing marketing and PR firms to operate faster and at lower operating costs. Companies that don’t embrace technology risk falling behind their competitors. By embracing technology and automation, agencies can streamline operations, improve efficiency, free up creative resources and enhance client service delivery.

According to one survey, over 90% of businesses are pursuing some form of digital transformation. For this reason, agencies should dedicate resources to identifying and implementing technology innovation in the organization.

3. Leadership and talent development

As an agency owner, it’s important to think about what the business will need to be successful as it continues to grow. The leadership and team you have in place today may not have the right skills and experience to take the business to the next level. Investing in leadership development, succession planning and upskilling talent is crucial for ensuring the long-term success of your business.

Identifying and nurturing future leaders within the organization can provide opportunities to expand while maintaining your vision and values. Succession planning can also help mitigate the risk of disruption when members of your team take on new responsibilities or leave the organization.

Related: 8 Steps to Creating an Effective Leadership Development Program

4. Make data-driven decisions

Harnessing the power of data analytics is essential in today’s market. By collecting and analyzing customer and industry data, your business can gain valuable insights to stay ahead of market trends, understand customer preferences, design new revenue streams and track performance metrics. These data points can provide the information you need as a business owner to make well-informed and growth-focused decisions about the future of your business.

5. Foster a forward-thinking culture

Growing a business in a rapidly changing environment can be challenging. It will require effort from everyone on your team to identify emerging opportunities for growth and stay ahead of industry disruptors. For this reason, it’s critical to foster a culture where innovation, creativity and continuous learning are embraced and celebrated. By encouraging employee input, risk-taking and new ideas, agencies can create a culture that is positioned for growth and success.

Related: Thriving in a Rapidly Changing Business Landscape with Innovation and Agility

Future-proofing your agency relies on business owners and entrepreneurs to embrace change, innovation and forward-thinking strategies. Delivering growth will require thinking outside of the box. Having a business coach in your corner is a great resource to help your business navigate the complexities of change in the dynamic marketplace. Of course, this is just one way to get and stay ahead.