In the previous chapter, we explored how the world has transformed in recent years. Volatile, uncertain, complex, and ambiguous (VUCA) conditions are among the greatest challenges faced by nearly every company. In this chapter, we will show how organizations can succeed despite these challenges and examine the defining characteristics of successful companies. We will outline the essential factors and aspects that contribute to success and connect them directly to marketing. At the end of the chapter, we will summarize the key points and explicitly highlight the role and impact of marketing in this context.