Global and local markets are becoming more competitive, especially in the coronavirus (covid-19) era where pivoting, digitization and business model change appears to be must do’s. Still, many Caribbean firms seem to be pursuing these initiatives almost aimlessly – i.e., without having clearly articulated visions of how such pursuits can/ will change their market positions. A key consideration is thus whether these firms should look to adapt to or shape markets at present. What are your thoughts? Should Caribbean firms focus on adapting to the new normal or go further and focus on shaping their markets?