In stable environments, value creation follows predictable patterns. Research, development, testing, refinement, launch—a steady progression from idea to implementation. This measured approach makes sense when conditions remain constant and competition follows similar timelines.
Volatility compresses these cycles dramatically. What matters isn't perfection but presence. Being in the market with a workable solution beats planning the perfect solution that arrives too late. This velocity of value creation rewards different skills and approaches than traditional business building.
Consider Rachel's experience. A personal trainer at a high-end gym, she watched her entire industry evaporate overnight as facilities closed. The stable approach would involve careful planning: research the online fitness market, develop a comprehensive program, build a professional studio, create polished content, then launch.
Instead, Rachel started broadcasting workouts from her living room within 48 hours. The production quality was poor. The programming was improvised. The business model was undefined. But she was present when people desperately needed solutions. As demand proved real, she refined everything in real-time—better equipment, structured programs, subscription models. Six months later, her online business generated triple her former salary.
Rachel succeeded because she understood velocity trumps perfection during volatility. Every day spent planning was a day competitors could capture her potential market. By moving fast and refining continuously, she built a sustainable business while others were still drafting business plans.