Change is history, whether companies have been around for 200 years or 20. While we’re not about to rechristen the place, “The Change Factory” (or if we are I didn’t get the memo), much of what we do here is to communicate—to help companies tell their stories—about change. And regardless of how long a company has been in existence, that rate of change seems to be accelerating.

The recent, and for many, continuing, unpleasantness widely referred to as the Great Recession has lifted change in one form or another to the top of every corporate agenda. Companies are coping with dramatic changes in the way they operate and finance their businesses, and attract and retain employees. Ditto for servicing existing customers and attracting new ones.

Lately many companies are moving beyond operating in a state of history shock. They are making change work for them, rather than against them. They are discovering that change is an integral part of their histories. They realize that change is a key element of the narrative arc that describes their evolution. And that change is central to their future.

Core values enable companies to embrace change; they aren’t tossed out with the C-suite wallpaper. In fact, embracing change is likely to be a core value of highly successful companies, even if it isn’t worded as such. Tell that story, and you put your organization back out ahead of the change curve.