Ali ran towards the cockroach with a broom. The cockroach scuttled up the wall, racing towards the safety of the roof. Ali threw the broom, and with perfect aim, crushed that cockroach against the wall.
The neighbour’s son beside me asked: why did the cockroach not fly? Indeed, I asked myself, if that cockroach had decided to fly instead of run, it would still be alive.
But cockroaches rarely fly. Only when they feel they are in extreme danger will they fly. That cockroach did not realize till it was too late that it was actually in extreme danger. Flying is an expensive waste of resources and is reserved for extraordinary cases. It did not want to waste those resources, now it is dead.
That’s what happens to companies when their market is getting disrupted. They know there is a problem, but they miscalculate how grave the danger is. They react, but their reaction is like the cockroach running instead of flying. Then the broom hits them and then they realise – I should have flown. But by then, someone is already scraping the mess their death made off the wall.by MARK ESSIEN
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