They lose sales and lose customers all because they haven't learned to plan effectively. Seagram used to be the leader, specializing in brown liquors. But today, white liquors are the rage. The company lost massive sales. Companies from all over had taken the market.
Reactors take the lazy, victim approach to business.
In delusions, they imagine that whatever is going to happen isn't in their control, so why bother. Fact is there are over 25,000 businesses in the United States. You must not be one of them. One company that has mastered that is the super-giant, Intel. You need to plan the way a fire department plans.