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In the early 2000s, Nokia was the undisputed leader in the mobile phone industry, holding a significant share of the market. However, when Apple released the iPhone in 2007, Nokia was caught off guard by the rapid rise in popularity of the new features it introduced, such as touch screens and third-party applications. Nokia was slow to recognize the potential of the smartphone market, and initially, the company remained focused on its conventional mobile phone business model. As a result, it lost market share, and its dominance in the industry began to erode.

This example highlights the importance of staying vigilant in monitoring the market and being adaptable to changes in consumer preferences and market trends. Technological disruption can bring about unforeseen challenges that can affect a company’s competitive position. Businesses must remain flexible and nimble in order to respond quickly to these challenges and maintain their relevance in the marketplace.

Nokia’s inability to adapt to changing market trends serves as a cautionary tale for other companies. The company’s fall from grace is a testament to the fact that even established leaders in their respective industries are not immune to technological disruption. Companies must continuously invest in research and development and be willing to pivot and embrace new technologies to remain relevant and competitive.

Furthermore, Nokia’s experience highlights the importance of a company’s culture and mindset. Companies that are stuck in their ways and resist change are more likely to fall behind in a rapidly changing market. On the other hand, companies that foster a culture of innovation and experimentation are better equipped to adapt to new market trends and stay ahead of the competition.

In conclusion, Nokia’s story serves as a reminder that the marketplace is constantly evolving, and companies must remain agile and adaptable in order to stay relevant and competitive. By continuously monitoring the market and embracing new technologies and consumer preferences, companies can avoid being caught off guard by unexpected threats and stay ahead of the curve.


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  • The Innovator’s Dilemma. The book teaches that companies must always be alert and keep innovating to stay ahead of the competition. Available on Amazon.
  • Competing Against Time. The book emphasizes the importance of being aware of time and how it affects competition. Available on Amazon.
  • Blue Ocean Strategy. The book teaches that companies need to look for new opportunities and create uncontested market spaces to stay ahead of the competition. Available on Amazon.


Threats come unannounced in the business environment. This is because the business environment is constantly changing and evolving, and it is impossible to predict all of the potential threats that a business may face. Some of the most common threats that businesses face include:

  • Competition: Competition is always a threat to businesses, as it can lead to lower prices, reduced profits, and even bankruptcy.
  • Economic downturns: Economic downturns can have a devastating impact on businesses, as they can lead to decreased demand for goods and services, layoffs, and even business closures.
  • Natural disasters: Natural disasters, such as floods, earthquakes, and hurricanes, can also have a significant impact on businesses, as they can damage property, disrupt operations, and lead to financial losses.
  • Government regulation: Government regulation can also be a threat to businesses, as it can increase costs, reduce profits, and make it more difficult to operate.
  • Technological change: Technological change can also be a threat to businesses, as it can make existing products and services obsolete and create new opportunities for competitors.

When a problem arises due to a threat, it is important for businesses to be prepared to respond quickly and effectively. Some of the steps that businesses can take to prepare for and respond to threats include:

  • Developing a business continuity plan: A business continuity plan is a document that outlines how a business will continue to operate in the event of a disruption.
  • Having a crisis management team: A crisis management team is a group of people who are responsible for developing and implementing a crisis response plan.
  • Insurance: Insurance can help to protect businesses from financial losses caused by threats.
  • Training employees: Employees should be trained on how to identify and respond to threats.

By taking these steps, businesses can increase their chances of surviving and thriving in the face of threats.

Here are some additional tips for businesses that want to be prepared for threats:

  • Stay up-to-date on current events: Businesses should stay up-to-date on current events, as they can provide early warning of potential threats.
  • Network with other businesses: Networking with other businesses can help businesses to share information and resources about threats.
  • Join a trade association: Trade associations can provide businesses with information and resources about threats, as well as help businesses to lobby for government regulation that will protect them from threats.
  • Hire a security consultant: A security consultant can help businesses to identify and assess threats, as well as develop and implement security measures to mitigate those threats.


We want to test your knowledge about “the importance of staying alert”. Participate and find out how much you know!

1. Which of the following best describes the concept of “Threats come unannounced” in the business context?


2. Which of the following is a common unannounced threat to businesses?


3. How can a company prepare for unannounced threats?


4. What is the primary purpose of business continuity planning?


5. Which of the following is an example of an unannounced threat caused by natural disasters?


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