The opposite of reacting fast to a crisis isn't slowing down, it's using speed proactively. Entrepreneurs default to quick tactical fixes that feel good temporarily, but real advantage comes from anticipating market shifts and applying accelerated change as a deliberate strategy.
The opposite of quick response to a crisis isn't slowing down. This is an idea from Seth Godin from like 20 years ago, and it really still applies today. The premise is that like we often respond to crises with speed and cleverness and clarity, and we often then have like calm after that and smugness. And in fact, particularly if you're gonna be an entrepreneur, it needs to be kind of change all the time. It's gonna be different kinds of change. It's gonna be changes reacting to environment. There's changes before and after and at the end, and everything in the middle is going to be— How are you going to make that change happen proactively? How are you going to get ahead of the market by continuing to speed up and apply that speed in a way that is strategic for you as opposed to merely tactical and reactive? When you do that, when you apply that change and apply that energy to being ahead of the market, you create really outsized profits. You can do better than survival.
