We now live in an age of rapid change. Long gone are the days of writing a business plan, analyzing every detail, then living with that plan for years. The business climate of today demands split-second decisions, rapid execution and competitive leapfrogging that happens in a matter of weeks, not years. In other words, the MO for most businesses is constant change: add a feature, add a partner, add a business unit - most often outside the scope of the original plan.

The Internet is the ultimate platform for constant change and growth. It is a boundless, extensible, sprawling network that not only supports random new additions, but thrives from it. For example, creating a new Web site is completely nondisruptive to the rest of the Network, and gives all existing sites the option of linking to and leveraging the new resource. The structure of the Internet gives companies access to the universal set of options rather than to a defined and restricted subset.

XML, the language of business-to-business e-commerce, embodies the same spirit. Like the Internet itself, XML is also extensible, making it possible to add new data elements and information as changes to systems are needed. Extending an XML data document doesn't disrupt any existing system that reads the document, but gives all systems universal access to the new information - even though it wasn't part of the original message specification.

Consider a simple example. The sneaker industry probably has an XML dialect that includes data elements for the size, price, model, color and a few other predictable things. This enables shoe retailers, shoe manufacturers and shoelace suppliers to do business electronically. But what if one company wants to make an addition to their offering? What does that do to this perfect little setup?

I recently read that Nike is developing a new gimmick: they'll allow customers to customize the text written on the heel of their sneakers. Everything from pet preferences to political opinions to alma mater endorsements can now be proudly displayed on your feet, but only if you choose Nike.

A cute idea, but what does this do to the B2B network that's shared by Nike's (and perhaps Reebok's) entire supply chain? Nothing, unless your organization needs to know about this new bit of information in order to execute. Nike can freely extend the message format shared across its trading network with a <heel-text> element. The manufacturer picks it up, but the shoelace supplier ignores it. In fact, they never even have to be told. Voilˆ - an easy addition brought to you by the wonders of XML.

This example demonstrates something that's more than just a convenient way of doing standards-based communication, something that's fundamentally different. We're used to industry standards that represent the lowest common denominator. Leading (and dominating) industry vendors get together, decide what they need that's common to all, then create the standard that defines the limitation that all companies must adhere to. This is equivalent to being locked into the small intersecting area in the center of a Venn diagram.

XML is unlike traditional standards in that it doesn't limit you to the lowest common denominator, but rather gives organizations access to the universal set. The industry-driven dialect is not a limit but a starting point: take the specification and extend it to include support for any unpredictable feature that your latest business decision requires.

The freedom XML gives you to add to an existing standard or message format is the key to growth. Just like the Internet, XML is a flexible and extensible technology that not only makes it possible to take an incremental approach to business strategy but encourages it. Being able to extend a system, network or organization in unpredictable ways delivers business agility that is necessary in today's competitive environment.

The Internet is fundamentally different from a T1 line just as XML is fundamentally different from traditional standards. They support continuous growth and change, making it possible to nimbly implement strategic objectives without the threat of disruption. This enables you to keep your company ahead of the business curve.