Companies that invest in innovation through a crisis outperform peers during the recovery. Innovators that pushed forward instead of pulling back outperformed during the crisis by 10%, and outperformed the market by 30% after the crisis.
The way to outperform the market is not by following the market. It’s not fear. It’s doubling down on what you know to be true: that we will come out of this crisis, and those that continue to push will see momentum as a result that those who let up on the throttle will not.