Insider Intelligence: Adaptability Will be the Key to 2024 Success

Dec. 13, 2023
Companies that can build a culture of adaptability can weather change and succeed on the path to greater profits

This article originally appeared in the December 2023 issue of Security Business magazine. When sharing, don’t forget to mention Security Business magazine on LinkedIn and @SecBusinessMag on Twitter.

With the benefit at PSA of collaborating with the nation’s top security integrators and the most sophisticated technology providers, looking forward to next year, adaptability is my word for 2024.

Adaptability helps businesses survive and thrive in a rapidly changing world. Most businesses have fewer resources and less flexibility, so they need to be able to adapt quickly to changes in the market, the economy, and their customers’ needs and technological advancements.

COVID was a perfect example of the need for adaptability – those companies that could pivot had the best chance for a sustainable future during and beyond the pandemic.

Adaptability is a skill, a practice, a habit and a culture. Companies I see building “a culture of adaptability” can weather the storms of change and succeed. These leaders develop a robust adaptability framework that helps them stay ahead of the curve and thrive in any environment.

The security market is constantly changing with new technologies, new competitors, and new customer trends. Businesses that cannot adapt to these changes will quickly fall behind. Keep an eye on industry trends and consumer preferences. Being agile and adaptable can help you pivot when necessary.

Here are four questions to ask yourself:

1. Are you prepared for new technology trends? Are you ready to adapt to the top 2024 security tech trends? From a technology standpoint, the big push in security continues to be the move to cloud for all systems, and AI as it relates to video and biometrics that closely facilitate frictionless access.

2. Has your business adopted digital marketing to acquire and retain customers? Digital marketing can streamline operations, reduce costs and improve customer experiences. Anything you can do to reduce truck rolls will be a significant advantage and can most likely be monetized. Cloud-based technology and investing in digital marketing are two key areas to explore.

Cloud-based services to help run a business – from project estimates to inventory tracking, scheduling, billing and customer communication – can allow for cost savings, streamlined operations, business intelligence reporting and improved customer service.

Digital marketing tools are critical to building brand awareness and acquiring new customers. Important tools and strategies to consider include: social media marketing, content marketing, email marketing, search engine optimization, pay per click advertising, analytics and reporting, video and chatbots. We recently launched Swell, a PSA marketing agency, to support integrators in these efforts. 

3. Do you have organizational resilience? Having leadership conversations and plans about organizational resilience helps companies make better decisions that drive better outcomes. It starts with adopting an organization-wide mindset that emphasizes being nimble, curious, flexible and adaptive in thinking about and approaching risk. Don’t be afraid to ask questions and analyze your organization’s strengths and weaknesses. An organizations’ people, processes and technology often mature at different rates, and it’s important to understand potential risks and overall goals.

4. Have you considered employee resilience? Integrators must support their employees to be adaptable. Here are three areas on which to focus:  

Training: Top notch integrators keep teams up to date on certifications and training. In addition to attending industry events, PSA integrators can take advantage of certifications now available on

Well-being and mental health: Companies must utilize multiple strategies to foster a culture of empathy and support. Explore providing access to mental health resources, flexible work, and conducting regular check-ins. Without a doubt, investing in your team’s well-being will help employees and contribute to the success and sustainability of the business. 

Remote work strategies: Even as the world returns to normal post-pandemic, remote work – in some capacity – is here to stay. Remote work has numerous business benefits, including increased flexibility, access to a broader talent pool and potential cost savings. Learn to manage remote teams effectively and provide the necessary remote work tools and infrastructure. Explore flexible work policies technology and tools, performance metrics, training and guidelines, remote team building and performance reviews.

Matt Barnette is President and CEO of PSA Security Network. Request more info about PSA at