When conditions shift faster than your strategy can adapt, paralysis can set in. Plans lose relevance. Priorities get murky. But waiting for clarity isn’t an option; you need to move forward—quickly and flexibly. Here’s how to keep your strategy effective in uncertain times.

Prioritize cash and financial flexibility. Amid disruption, cash gives you options. Improve liquidity fast through sharper forecasting and aggressive working capital management. Scrutinize payment terms, tighten receivables, and shed excess inventory. Use AI to automate analysis and spotlight hidden inefficiencies.

Rebuild commercial strength. Even in a downturn, there may be room to grow. Review customer coverage, fix sales gaps, and fine-tune your marketing spending. Focus on customer retention by identifying churn risks and using personalized outreach to improve renewals. Don’t cut blindly—redirect efforts where ROI is highest.

Focus on your most profitable customers. Zero in on the customers and segments that deliver real margin. Quick profitability analysis, even if rough, helps you protect and expand your most valuable relationships. This clarity supports smarter resource allocation under pressure.

Get serious about risk and cybersecurity. Now’s the time to strengthen your defenses. Stress-test cyber plans, audit third-party risk, and build AI-driven monitoring systems to spot issues early. Every disruption raises exposure, so close the gaps before they’re exploited.

Adapted from How to Rescue a Failing Strategy by George Bene et al.

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