Being able to modify and move is one of the most important aspects of running a business. Whether you are a seasoned company or an early startup, rigidity can end you. There are no shortage of surprises that happen in business. The only rigidity that keeps your business strong are your core values and ethics of operation. How you act and adapt to these surprises should be anchored in those. You should be willing to die on the mountain for those values. Everything else can and will change, be prepared to be surprised CONSTANTLY. Things rarely turn out the way you expect them to.