When your market changes, your company must change with it. This seems so obvious - when you're an outsider looking into someone else's company. You can plainly see that buyers have changed what they are doing, and conditions have changed, but the people inside the company are behaving the way they have always behaved, as if nothing had changed.
When you're inside one of those companies, you can tell that something is different. You get hints. But it is so much easier to continue doing what you've always done. You would rather ignore the changes you sense, than admit they are happening - and deal with the changes you know you will have to make.