I shouldn't need to say this, but robust market analysis plays a big role in this kind of readiness.

In two previous companies where I worked, each business stream had a team of (market-and-UX) researchers: one focussed on competitor counter-strategies, one focussed on the wider market landscape, someone with advanced depth interview skills, one with great quant skills, and a strategic team lead who handled the trickier projects.

When I had the market analyst role, I spent half my working day reading both industry and wider press, poring over government thinkpiece reports, and reviewing and cross-referencing data collected by colleagues.

I spent the other half of the day generating models and predicting the future.