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Till 2016 compete looks immune to the upheaval meaning the sudden violent change. The same team on the head of the company has run comfortably the company over a decade. Many pundits argued that compete sturdy police system which exercise tight control on its mailing list of customers, would survive the chaos and turmoil of the world due to the complexity of the era we living in undisturbed.     By the way the rise of complexity is due to globalization and internet characterize by a high increase of unpredictability and a drastic decrease of predictability    Compared with semrush.com, another web giant specialized a powerful and versatile competitive intelligence suite for online marketing, from SEO and PPC to social media and video advertising research for marketers. Compete looked positively stable, but this appearance were deceiving and were an illusion; Today compete is in cemetery – yes you hear it right in a graveyard- As of December 31, 2016, Compete.com and the Compete PRO platform have been shut down because there no way even to fight its own survival.   The most insightful question that comes to mind is: How has seemingly stable compete.com turned out to be a fragile system, whereas always-in-turmoil semrush.com has so far proved robust?          The answer is compete was exhibiting only pseudo-stability, its calm façade concealing deep structural vulnerabilities. Whereas Semrush’s  chaos, paradoxically, signaled strength. More than 5 years years of continuos and never ending trial and error  what served to decentralize the system and bring about a more balanced  power-sharing structure. Along with semrush small size as an administrative unit, these factors added to its durability. In compete , the ruling team  sought to control  variability and versatility of the operating staffs , replacing the lively chaos of tinkerers with the top-down, Soviet-style structure instead of bottom up. This rigidity made compete much more vulnerable to disruption than SEMrush.    But compete’s biggest vulnerability was that it had no recent record of recovering from turmoil. Businesses that have survived past bouts of chaos tend to be vaccinated against future ones. Hence, the best indicator of your Business’s future stability is not past stability but moderate volatility in the relatively recent past.   Four big ideas to be retained from this episode On its face, centralization(Top down) seems to make the ruling class more stable. But that stability is an illusion.hence decentralization is as matter of fact for the last 500 years Switzerland is the most stable country in Europe due to its decentralization in 4 semi-autonomous cantons. In another word people are better neighbor than roommates . The divergent tales of compete and Semrush demonstrate that the best early warning signs of instability are found not in historical data but in underlying structural properties of each entity. Past experience can be extremely effective when it comes to detecting risks of cancer, crime, and earthquakes. But it is a bad bellwether of complex political and economic events, particularly so-called tail risks—events, such as coups and financial crises, that are highly unlikely but enormously consequential. For those, the evidence of risk comes too late to do anything about it, and a more sophisticated approach is required   Thus, instead of trying in vain to predict such “rare event” events, it’s much more fruitful to focus on how systems can handle disorder—in other words, to study how fragile they are. Although one cannot predict what events will befall a business, one can predict how events will affect a business. Some What’s more, things that are fragile respond to shock in a nonlinear fashion.   I write this not for the many, but for you; each of us is enough of an audience for the other." 12. Lay these words to heart