One time I put together a strategy where the recommendation: "watch and wait". The idea was - there wasn't any work to do, what we had was "good enough" and flexible to be a good option no matter if the market shifts, and our job was to watch the market over the next quarter, observe, and collect insights. We were anticipating market changes, so any work done now might be worthless in 3 months.
People weren't comfortable with that at all. Clearly we should kick off some new product feature, or engage new start-ups on something innovative. We had to do something.
It reminds me of that scene from the movie Ronin when they are waiting for more information on the target:
Gregor: It would be nice to do something.
Sam: We are doing something. We're sitting here, waiting.