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If only the future could be predicted, companies would not need to put too much effort into designing future strategies. They can do what has become best practice for them as a routine. In fact, this is not the case, the era is so dynamic, the disruption is so strong that it affects the world's business climate. For this reason, companies still need to focus mainly on enhancement and efficiency, improving existing products, improving the product for a proximate market, etc. But this ability must be balanced with the ability to leave their comfort zone and explore new markets, products, and business models that they are not familiar with. There is a theory of organizational ambidexterity which is literally defined as the ability of an organization to balance exploitation and exploration with equal effectiveness.