There are two types of sea captains sailing across the ocean: there are those who abandon the ship at the first sign of distress, and those who go above and beyond to patch every little hole and keep the boat afloat, no matter what.
The same attitude could be translated to business owners. Some business owners are always focused on their original goals and objectives, regardless of the circumstances. On the other hand, many other companies are so afraid of facing issues that they merely lose their focus on commitment to their brand. When they are struggling for various reasons (financial problems, inability to reach out to customers, not enough sales…) these businesses tend to lose track of the bigger picture and focus all of their resources, budget, and energy on improving on the aspect they perceive is failing them.