In an economic context marked by uncertainty and rapid changes, companies must learn to balance innovation with efficient management of established activities. Ambidexterity has thus become a key skill for navigating complexity, combining forward-thinking innovation with the preservation of organizational identity. Managing today while envisioning tomorrow: this strategic approach enables the integration of creativity and stability. It finds a concrete application in the growth path of companies like Lavazza, founded in Turin, Italy in 1895 and operating in the global coffee market, which has successfully innovated while maintaining a strong connection to its roots.