“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” – Charles Darwin

The recent volcanic eruption had an unexpected benefit for the company Lonely Planet, the largest travel guidebook and digital media publisher in the world. In the wake of Eyjafjallajokull’s eruption disruption, Lonely Planet offered 13 European city guides for free for 4 days to help stranded travelers. The response was overwhelming: 4 million downloads in 4 days. This resulted in a rise in revenue as consumers came for the free apps and ended up buying other apps. It appears that the company is going to adapt its pricing strategy to reflect this unintended positive result from offering free apps. This success is a notch in its transition belt as it attempts to be a more multidimensional and digital brand. Thanks to TechCrunch for its original posting. Beautiful eruption image above is courtesy of Orvaratli. This will be an ongoing post as I explore change and adaptability.