When times are tough, you need to innovate. When your market is being disrupted, you need to innovate, when technology is overtaking you or foreign, cheeper competitors are stealing your lunch, you simply can’t afford NOT to innovate, but someone, probably your boss is likely to point out that “you have to focus, not to let yourselves be distracted, to fight and stay safe, that jobs are at stake and not to spend the profits on risky stuff”.
When times are good however, the same people will tell you that your market is safe, that you can fight off the cheeper foreign competitors, that you can afford to be conservative.
Most of the organisations you have traditionally seen as competitors are probably thinking the same thing. They will be as wrong-footed as you will be.
The winners will be those that have the courage to fight against the conventional wisdom and disrupt themselves.