Rapid change in the marketplace can put you in a dilemma. Often, others put you in a dilemma. Sometimes, customers may put you in a dilemma.
A dilemma is a situation in which a difficult choice has to be made between two or more alternatives.
Possibly, equally undesirable ones.
You may be urged to action. Rather pause to anticipate all the possible consequences, work through the risk/reward scenarios. Be pro-active and seize the situation rather than having the situation seizing you.
As a high performing business leader, you must resist all attempts to narrow your entire universe of action. Never assume the either/or choices others present you with are the only possible options.
Engage your creativity and explore ways to avoid the dilemmas imposed by others.
When you are presented with two undesirable paths, find, create or build a better third option.