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Proactive capability building is essential for organizations to effectively navigate disruptive changes in the market. Companies often wait until immediate survival is at stake to pursue necessary changes, which can lead to costly consequences. Instead, organizations should focus on cultivating competencies in anticipation of future demands, much like digital-first companies that have been amassing talent and technology while traditional businesses prioritize short-term profits. By investing in capability development before challenges arise, firms can establish a competitive advantage and avoid reactive strategies that undermine long-term growth.