Artificial intelligence is disrupting industries at a pace we've never seen before, making some corporate strategies obsolete before they can take root. Trade tensions and tariffs threaten rattle supply chains and suffocate growth. Nationalism and populism are restructuring global markets and disrupting long-term plans.
result? Many businesses and their employees are stuck in defense rather than attacks. Employers are postponing frozen employment, reduced training budgets and innovation efforts. Employees are beginning to stay in place and it's too scary to quit the job they have for the unknown.
That's a mistake. Now is the opposite time. It involves training investments, experiments and planning multiple futures. A study that includes a report from Wharton School entitled “The People Factor: How Employee Investments Rewards,” shows that once conditions stabilize, companies will double the recession first. it's not? They become victims of competitors and are unable to pivot when the moment demands action.
Problem: Uncertainty creates paralysis
When uncertainty approaches, people tend to lurk. Employees are reluctant to seek new opportunities for fear that they will be the first to go if a layoff hits. They stop learning, stop growing and focus on spending the day. Companies are also moving into survival mode, adopting cost reductions, delayed strategic investments and short-term thinking.
It's understandable, but it's also dangerous.
For example, consider AI. Already automate tasks in finance, customer service and even creative fields. This means that some jobs will change or disappear, but that also means new opportunities will appear. Companies that train people to work with AI rather than fear AI will gain competitiveness.
The same applies to global economic change. Tariffs and trade policies are unpredictable, but one thing is for sure, companies preparing for multiple scenarios are better than simply waiting to respond. Businesses prepare for various supply chain disruptions are ready to shift suppliers, re-refine products, and enter new markets when needed.
A company that continues to move is one that wins no matter how uncertain the future is. Here's how they do it:
1. Invest in your people
When business leaders talk about “investment,” they often think about technology, acquisitions, or expansion. But the most valuable investments are in people. Skilled and reskilled employees should be a priority rather than an afterthought.
During the economic recession and financial crisis of 2008-2009, Apple and Netflix famously invested in new products, Apple launched the iPhone 3G and App Store, and Netflix pivoted into the streaming business model. These risky actions in new products during economic recession also meant investing in the workforce skills to create and implement new products. Today, the two companies dominate the industry, contrary to the possibilities of their actions at the time.
Companies should still take the same approach. Employees and resources need to be encouraged, especially in areas where AI is not easily replaced. And when companies invest in their people, they not only build stronger teams, but also loyalty and engagement.
2. Innovate beyond core competency
Every company has a bread and butter business model. However, in times of confusion, its core competency may not be sufficient.
AI is the perfect example. For example, creative agencies have long relied on teams of designers to create branded content. But today, AI tools can generate hundreds of customized images in seconds, for example. Institutions expanding to new services, including strategy, experiential marketing, and AI-driven content personalization, will flourish.
The key is to look beyond what you already have. Ask yourself: Where is the industry heading? What new needs are emerging? How can you evolve before your competitors do it?
3. Give shots to internal talent
Innovation is not from external recruitment or expensive consultants. Often, the best ideas and best leadership talents are already in your company. They need a chance.
In many cases, businesses assume that each new challenge requires external expertise. But what if instead they took in smartly driven employees and placed them in roles that they were not necessarily “qualified” but could have been excellent?
One company I know did exactly that. Faced with the challenge of launching a new business line, instead of bringing outsiders, they chose to promote internal strategists. The man was not an obvious choice, but with the right support he flourished. result? There was a fast-growing new revenue stream and a more enthusiastic workforce, which saw a real opportunity for progress.
By betting on internal talent, businesses send a strong message. It is possible to grow. The carrier is not static. The best opportunity may be here, not somewhere else.
4. Planning multiple scenarios
The future is uncertain. There is a lot we know. But that doesn't mean that businesses should sit down and wait to see what happens. The best businesses run scenario analysis in preparation for a variety of economic, political and technological changes. They ask themselves: how do we respond if tariffs rise? If AI changes the industry, what will be the next move? If global instability disrupts the supply chain, what are your backup plans? Companies preparing today can pivot when the moment demands it.
The cost of inaction is high. Over the years I have seen companies pass uncertainty and risk freeze and their ongoing competitors. They risk losing the best talent in the organizations they invested in their people. They risk becoming obsolete, but others innovate.
Companies that continue to move, invest and adapt will move forward. What stands still? They will see the world pass by them.
