It is easier to become a market leader, but much more difficult to prevent others becoming your market leader.
If you think doing nothing is an option; you are wrong because others are doing things that will make them better options.
Forget about sharing the market; create a new market for a bigger slice of the cake.
What your competition want is for you to loose your leadership position. How? By continuous improvements and innovation; inch by inch clawing away all your advantages.
Decisions are risks anyway; a calculated risk reduces the potential cost and implications of a wrong decision.
Collanovate - competitive strategy from collaboration and innovation.
Yes indeed the goal post has been moved; depending on which side you are, its either good news or bad news. The playing field is now level.
We play catch up when our change initiatives is reactive; we risk loosing the right to set the pace for others to follow.