The Myth of Immunity
By Tim Violet
Director, Business Development, North America
I was reading the news over the weekend and, once again, another well-known company that many believed couldn't fail was filing for bankruptcy.
Recent headlines have also been filled with large-scale workforce reductions. UPS alone has announced plans to eliminate tens of thousands of operational positions as it restructures its business to meet changing market demands.
It couldn't happen here.
Failure? Not us. Never.
We're safe. We're immune. Our company can't fail.
Really?
History is full of organizations that underestimated the unforgiving nature of the marketplace.
Recent bankruptcies have included Eddie Bauer, FAT Brands, Stoli Group, STG Logistics, Inspire Veterinary Partners, Saks, iRobot, and First Brands. In 2025 alone, Rite Aid, The Container Store, Spirit Airlines, 23andMe, Hooters, and Forever 21 all sought bankruptcy protection, citing debt, restructuring, competition, and shifting market conditions.
And the list goes on.
We Still Meet Folks Who Think Failure Can't Happen Here
Failure to adapt?
Looking back on these events, we can analyze both the actions and inactions of these companies. At times, it was a failure to adapt, a failure to adopt new technology, or leadership simply failed to see the market clearly. Worse yet, some believed the changes and the technology "weren't for us," "it's too much work," "we don't really need it," or "our current systems are doing well."
We're immune.
Really?
Tell that to the former employees of those companies.
The organizations that needed technology and change the most were often the ones convinced they didn't need either.
Sears was a giant in the retail world long before Walmart took over the sector. One of its greatest failures was not adapting to the world of online sales. Its focus remained on brick-and-mortar stores because leadership believed consumers would always want to come in and see and touch the merchandise.
Ironically, Sears had one of the first direct-to-consumer marketing models. The Sears catalog was second to none.
But they believed they didn't need direct-to-consumer sales through the internet.
Tell that to Amazon.
In Outliers, Malcolm Gladwell tells the story of Joe Flom, whose firm embraced litigation and hostile takeover work that many elite law firms considered beneath them. While others focused on traditional corporate transactions, Flom's firm developed expertise where others saw little opportunity. When the marketplace changed, they weren't playing catch-up—they were leading it.
The difference wasn't talent.
It was a willingness to embrace work others believed "wasn't for us."
Consider This
If you believe your company is immune... if you believe it isn't at risk from marketplace competition... if you're comfortable with the way things are done today... then you're part of the survival equation, and it's time to think differently.
An aversion to change and a reluctance to embrace technology can be costly.
The marketplace isn't slowing down.
How quickly are you adapting?
The Future
Embrace your ability to lead. Make it part of your job every day to challenge the way things are done and to continually review what may help secure your future.
You won't implement every opportunity, but at least you'll have taken a deep dive into the possibilities.
If it's not a deep dive, shallow reviews become little more than lip service and can lead to poor future decisions.
Deep knowledge requires effort.
Effort many people simply aren't willing to expend.
If you believe your contribution to your company's success makes little difference in the bigger picture, remember this:
When storm clouds form on the horizon, those who fail to make themselves essential often become the first to go.
Be relevant.
Be essential.
Don't just do your job.
Make a contribution.
To do nothing may be the worst decision you can make.
A Few Quotes for Your Consideration
“The greatest failure of all is the failure to act when action is needed.”
—John Wooden
“Everything you want is on the other side of fear.”
— Jack Canfield
“You may be disappointed if you fail, but you are doomed if you don't try.”
— Beverly Sills
The future belongs to those who adapt. ClaimDeck helps organizations turn change into opportunity through better technology, greater visibility, and smarter decision-making.
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