Freezing Is Not a Strategy
How to Lead Through Uncertainty
If you’re feeling unsure about what’s coming next, you’re not alone.
The early months of the new Trump administration have brought a wave of unpredictability. The stock market is shaky, trade wars are looming, and companies are still facing backlash for supporting DEI programs. No matter where you stand politically, one thing is clear: businesses are facing a high level of uncertainty.
And when things get uncertain, many businesses freeze.
We saw the same thing happen during the early days of COVID. Leaders paused investments, delayed launches, and waited for things to “settle down.” But in times like these, waiting too long can do more harm than good.
Uncertainty makes people risk-averse. It pushes leaders to avoid decisions, fearing that a choice made today might be the wrong one tomorrow. But freezing up rarely works. The businesses that survived—and even thrived—during COVID were the ones that stayed nimble, focused on what they did best, and kept innovating.
I worked with several companies through the pandemic and continue to support businesses navigating today’s uncertain environment. Based on those experiences, here are a few key strategies that can help you stay steady (and even grow) when the ground beneath you starts to shift.
Best Practices for Managing Uncertainty
1. Focus on Your Core Strengths
When things feel out of control, the instinct is to grab at everything for as much control as possible. But in reality, uncertain times call for simplicity. What does your business do best? What can others do better?
Double down on your strengths. Let go of the rest through partnerships, outsourcing, or automation. Whether your competitive advantage is cutting-edge tech, a seamless supply chain, or unbeatable service, lean into it.
2. Know the Real Value You Bring
Big shifts often push companies to try new things—and that’s not always bad. But don’t lose sight of why customers choose you in the first place. Innovation that doesn’t match your core value can fall flat.
Stick to solving real problems. Be creative, but stay rooted in what makes you valuable to your customers.
3. Make Strategic, Not Emotional, Decisions
It’s easy to panic when the future feels foggy. But now is the time for clear thinking. Create guardrails for decision-making so you don’t chase short-term fixes that hurt you in the long run.
Stay focused on strategy. Don’t let fear make your decisions for you.
4. Keep Innovating
The biggest mistake I see in tough times? Companies hitting the brakes on innovation. This is when we need it more than ever!
Innovation isn’t a nice-to-have; it’s your engine for long-term growth. If you stop now, it could take years to get momentum back. Keep moving. Stay flexible. Adjust your plans, but don’t abandon them.
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Uncertain times can be scary—whether you’re leading a team or just trying to keep your job. But uncertainty doesn’t have to mean stagnation. The companies that keep investing in themselves and in new ideas are the ones that come out stronger on the other side.
Let’s not freeze. Let’s keep moving.
