Most companies manage growth like rocket launches. An enormous amount of planning goes into anticipating every possible scenario and removing every potential risk. Once launched, it's micro-managed to ensure that everything goes according to plan.
This might have worked in the past when markets moved incrementally. But in a business environment that is changing exponentially, the market moves too quickly. Too much is just unpredictable.
The solution is to shift the mindset from “rocket launch” to “laboratory”. Companies need to be continually experimenting, adapting, and learning; rather than analyzing, planning, and optimizing.