When things go wrong, your best recovery effort is required. But don't just provide the missing piece (that's the recovery), also provide uniquely personal assistance (that's the memorable effort).
I think the industry tends to like to think in the narrow sort of mindset of a businessman, and businessman absolutes, and movies really exist in a much grayer region of dreams and stuff like that, and instinct is prized in movies, it's not prized with the businessmen in movies, but movies themselves often reward instinct rather than pie charts.