For example, let’s imagine a lean, less mass company that has built a product with less software and less features. On the other side is a more mass company that’s got a product with significantly more software and more features. Then let’s say a new technology like Ajax or a new concept like tagging comes around. Who is going to be able to adapt their product quicker? The team with more software and more features and a 12-month roadmap or the team with less software and less features and a more organic “let’s focus on what we need to focus on right now” process?

Obviously the less-mass company is in a better position to adjust to the real demands of the marketplace. The more-mass company will likely still be discussing changes or pushing them through its bureaucratic process long after the less-mass company has made the switch. The less mass company will be two steps ahead while the more mass company is still figuring out how to walk.

Nimble, agile, less-mass businesses can quickly change their entire business model, product, feature set, and marketing message. They can make mistakes and fix them quickly. They can change their priorities, product mix, and focus. And, most importantly, they can change their minds.