The Condition
Nothing feels urgent.
Metrics sit inside tolerance.
No red flags appear on the dashboard.
No one is explicitly asking for a call.
The decision can wait until the next meeting.
So it does.
Then a competitor launches.
A customer shifts behaviour.
A regulator clarifies a position you expected to remain ambiguous.
A threshold is crossed without ceremony.
The move finally happens.
But it no longer feels authored.
It feels like response.
Delay did not preserve optionality.
It selected the outcome.
