The world is an ever-changing place (obviously). Mobile devices, the Internet, and social media all drive that change at a vastly accelerated rate over what we encountered even five years ago. Businesses have to be far more fluid than in years past, meaning they have to be prepared for market changes and expect significant shifts in their respective industries. How businesses implement policies to handle market shifts - when the rubber meets the road - says a great deal about how those businesses are run.
When a company responds to market shifts and creates action plans after the fact, it is said to be reactionary. On the other hand, when a business anticipates market tendencies and preemptively aligns itself with future outcomes, it is said to be proactive. Companies shy away from proactive decision making for a lot of reasons, but none more than the ever-present business assassin, risk. What if the company shifts prematurely? What if the anticipated change doesn't occur or occurs in a manner other than what's expected? While these concerns are legitimate, they are no less avoidable than other inherent business risks when approached with the right frame of mind.