identifying and quickly addressing new opportunity areas being created by the changing landscape.adapting the core to meet shifting customer needs.Our survey and subsequent interviews with business leaders tell us that many companies are deprioritizing innovation to concentrate on four things: shoring up their core business, pursuing known opportunity spaces, conserving cash and minimizing risk, and waiting until “there is more clarity.” However, we believe that, particularly in times of crisis more urgent actions to take include: Our research suggests that playing it safe may be a shortsighted decision right now. Leaders face an important choice around supporting innovation-led growth in the short term, one that may have lasting consequences for their companies’ ability to grow in the years to come.
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