Best-selling author Simon Sinek is into big ideas, most notably the premise of starting with why: The cause, belief, or purpose that underlies what and how great companies do what they do.

Big ideas often go against conventional wisdom, though, especially early on. So it's no surprise that Sinek thinks recent events create not just challenges, but opportunities. 

And it's no surprise, especially for someone who always starts with "Why?" that he shared those perspectives on a recent video conference with his team:

These are not unprecedented times. There are many cases -- lists of cases -- where change, or something unexpected, has put many companies out of business, and made other companies come out stronger and reinvent themselves.

The invention of the internet put many, many companies out of business; the ones who could not reinvent themselves for the Internet Age but rather doubled down on the old way they did business. Every video store is out of business because of streaming. When Starbucks moved into neighborhoods, many coffee shops went out of business. Not because of Starbucks, but because they refused to change the way they did business. Uber is putting taxi companies out of business -- not because of Uber, but because the taxi companies refuse to change.

This is not unprecedented. More sudden? Absolutely. More shocking? Absolutely. But this is not unprecedented in the business world.

So for us to say, "How will we do what we're doing?" but rather, "How will we do what we're doing in a different world?"

And the world is different. 

Of course, he's right. While many things will return to some semblance of normal, some will not.

And change, while stressful and even painful, also creates opportunities. 

As Sinek says, "The opportunity is, 'What will we be?' Not, 'How will we preserve what we had?' If you think you're going to do the same job, and you're waiting... that ship has sailed."

Which, according to Sinek, can be a good thing.

Because while everyone else is waiting for the old ship to return, you will have embarked on a new journey.