Crises are short term, they last months, and at the end we survive them; businesses are long term, they last a whole life, and they require strategic management.
Change is the (occasionally) skilful redirecting, renewing, and reconnecting of stuff (like time, money, things, jokes, knowledge, hopes, passion, and dreams) into something better for us, for someone, even for everyone.
All strategy is executed through "common" people. If they don't work with the strategy then it will fail however clever, visionary, or insightful. When people work to make a strategy a success then it may succeed even if it is flawed.