As marketers, sometimes the best thing to do is hold our course and avoid reacting to extreme events. When something exciting happens we immediately start looking for causes and planning for new directions. But a single off-the-chart event does not improve our ability to make predictions. We should become observers at that point.
For me, I think the danger has been investing my time in the wrong area. I enjoy the excitement of chasing down a new opportunity. I love learning new things. I suspect that's why I have been more successful in really structured situations.