Richard Watson has just posted a really thought-provoking blog on the creativity that occurs when facing death (you’ll have to read the post to get the idea).
Having seen the situation where people are in their “comfort zones”, they have a fear of change and won’t alter approaches – this can effectively stifle the exploitation of opportunity that exists. In effect, their fear will create their reality. Business (and life!) needs to be dynamic and you need to embrace change rather than try and stare it down.
I strongly commend you to the post by Watson which you can find here.