Few companies have reinvented themselves as successfully, or as often. Intuit, the maker of tax and small-business software, has adapted and improved its product line to transition from the DOS epoch of the 1980s, through the Windows decades, and again for today’s open-platform mobile era. Its secret, revealed by Fortune in the 2017 Future 50 issue, is a “change before it’s needed” culture of continuous innovation. A pending turnover of the CEO role, from 11-year veteran Brad Smith to Sasan Goodarzi, hasn’t fazed investors: Intuit shares are up 28% for the year.
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Most tax filers know very little about the people doing their taxes.