This is what non equilibrium thermodynamics deal with. A system that wishes to innovate and evolve must be engaged in an on-going exchange with its environment.
Strategy becomes a way to structure the chaos to compete on the edge.
In fact, it was shown that systems that evolve to a higher order learn new rules, but for each rule they add, they must shed an earlier one. All processes must cross-cut through the company. The first two principles apply to both information and biological systems. Feathers did not evolve originally as a flight mechanism. Feathers are used for thermoregulation.