Gates argues that competitiveness depends partly on how effectively a company reacts when circumstances depart from its plans. Unexpected events can include crises, market disruptions and operational problems, but also favourable developments such as sudden demand or new commercial opportunities. Organisations that can recognise such changes quickly and redirect resources accordingly are better placed to limit damage or capture potential benefits.

The quote therefore treats adaptability as a strategic capability rather than merely an emergency response. Formal plans remain useful, but companies also need timely information, flexible processes and decision-making structures that allow them to act when conditions change. An organisation that performs well only when events unfold as expected may be less competitive than one able to adjust under uncertainty. The idea can be applied to contingency planning, crisis management and assessments of organisational resilience, as well as to opportunities that require rapid action before competitors respond.