We’ve all heard the saying about ostriches burying their heads in the sand (even if it’s a myth). But in business, it happens all the time. Companies focus so much on what they’re selling that they fail to see what’s happening around them—until it’s too late.

Take the tequila industry, for example. For years, premium brands like Casamigos and Patrón rode the wave of high-end spirits, charging top dollar for their tequila. It worked—until it didn’t [link here]

Suddenly, the market shifted. Rising prices, changing consumer spending habits, and increased competition forced these brands into a price war. Patrón slashed prices by nearly 20%, a move that was almost unthinkable just a few years ago.

So, what went wrong?

These brands weren’t paying enough attention to the bigger picture—the economic forces, customer behaviours, and industry shifts that should have signalled an approaching storm.

Seeing Beyond the Keyhole: The 6 Critical Triggers

If you’re only looking at your business through a narrow lens, you risk missing the bigger shifts shaping your industry. True strategic agility requires constant assessment across six key areas:

🔹 Customer & Market Trends – Consumer preferences are rarely static. The rise of more affordable, craft, and ready-to-drink cocktails should have been an early warning sign for premium tequila brands. Are you actively tracking how customer needs and behaviours evolve?

🔹 Economic Forces – Inflation and changing discretionary spending habits have pushed consumers to rethink their purchasing decisions. If your pricing strategy doesn’t align with economic realities, you’ll be forced into reactionary moves—like slashing prices.

🔹 Competitive & Industry Forces – New entrants, substitute products, and shifting brand loyalties can reshape an industry overnight. The tequila market has seen a surge of celebrity-backed brands and challenger labels, making price wars inevitable. What’s disrupting your competitive landscape?

🔹 Technology Trends – Innovations often redefine markets. While not directly impacting tequila, we’ve seen how digitalization, AI, and automation have transformed other industries. Are you leveraging technology to better understand and engage with your customers?

🔹 Regulatory Shifts – Whether it’s stricter advertising regulations, new trade tariffs, or sustainability laws, compliance can alter a company’s trajectory. Are you anticipating regulatory risks or waiting until they force you to adapt?

🔹 ESG (Environmental, Social, and Governance) Pressures – Sustainability expectations are no longer optional. Consumers and investors alike are demanding ethical sourcing, reduced carbon footprints, and social responsibility. How well does your business align with ESG-driven decision-making?

From Static Plans to Continuous Adaptation

A three-year business plan filled with Gantt charts and financial projections means nothing if it’s built on outdated assumptions. Strategy isn’t a one-off event—it’s an ongoing process of learning, adapting, and evolving.

💡 Adopt a Design Thinking Mindset – Stop assuming what customers want. Observe how they actually behave, what they struggle with, and what truly influences their decisions.

💡 Make Strategy a Continuous Loop – Paraphrasing Dwight Eisenhower, strategy is useless, but strategizing is indispensable. Constantly reassess your position and adjust before the market forces you to.

The Question Every Business Should Be Asking

Are you looking at your market through a keyhole—or are you stepping back to see the full picture?

‍