Customer-obsessed firms are winning today — but applying the methods that put them in this position doesn’t assure their future success. To increase their chances of success, firms must embrace an adaptive strategy, reconfiguring their underlying business concepts to enable future customer obsession. Haier’s adaptive strategy helps the company win today — even during the COVID-19 crisis — and prepare for tomorrow’s opportunities. This case study shows CIOs and other execs how to foster adaptiveness from the organizational, marketing, and technology perspectives.