The tallest building in the world is now open for business in a city where up to 60% of new commercial space is sitting unleased. No matter. According to the London Times, Mohammed Alabbar, the chairman of the tower’s developer, Emaar Properties, showed he was aware of the irony of the tower’s opening at the nadir of the city’s fortunes.

“Crises come and go. And cities move on,” he said. “You have to move on. Because if you stop making decisions, you stop growing.”

The same can be said about your business. You can’t wait for the market to change, you have to take action to change your market. That’s Blue Ocean Strategy in action.