How to thrive in uncertain times

We live in uncertain times. This means you’ll need a strategy to help you thrive over the unpredictable months ahead.

Yes, there is a lot of uncertainty right now… but it’s nothing new. Last month marked 30-years since I started my business. And I’ve helped countless businesses to prosper during all of the periods of uncertainty since then.

Today, I’m going to give you 3 proven areas to focus on, so you can adjust and improve your strategy for success in 2025.

In no particular order.

1. Risk management and risk opportunity

Uncertainty inspires savvy business owners to focus on risk in two ways.

Firstly, they do like everyone else. They make an assessment of potential risks to their business, then strengthen their resilience to those perceived risks. This includes things like ensuring they have adequate insurances in place, and protecting their finances by eliminating unnecessary expenditure and focusing on direct-value purchases.

But secondly, they realize their prospective clients or customers are also facing uncertainty, and also focused on risk and eliminating unnecessary expenditure. So, they adapt the way they currently market their products or services. They understand that their prospects now need a different marketing message, based on their new, different priorities.

2. First-mover advantage

Uncertain times always, always create new needs and new wants in the marketplace. Successful business owners look for opportunities to be the first to provide them. 

During the pandemic, I helped small business owners in multiple industries and professions, to benefit from first-mover advantage. They had a wide open marketplace who were urgently looking for exactly what my clients provided. After a couple of months, competing providers figured out what was happening and offered their own version of the product or service. But by then, my clients had enjoyed months-worth of elevated sales and tons of referrals that kept on coming.

Talk to your clients and prospects and pay close attention to what’s worrying them. This is especially the case if you notice a drop in the value, or number, of sales you’re making. And keep an extra keen eye on your competitors.

NB: You don’t need to create something that’s all-new. Originality is the existence of new ideas, not the absence of old ones.

3. It’s the perfect time to lead

In times of uncertainty, your marketplace is strongly attracted to leaders. Right now, they are waiting for a leader in your industry to come forward and provide the direction, the clarity and the confidence they eagerly want. 

How do you become that leader? Here’s some advice on leadership I recently gave to a gathering of creative professionals.

Leadership is like kindness: Kind people don’t tell us they’re kind. They demonstrate kindness. And we call them kind. Leaders don’t tell us they’re leaders. They demonstrate leadership. And we call them leaders.

People in your marketplace are faced with lots of big, hard decisions. You already have the knowledge they need. If you choose to provide it, along with the direction, clarity and confidence they need, you’ll be demonstrating leadership. You’ll become the leader they’re looking for. 

That’s a huge win for you and your business. Don’t wait to be asked to lead. Just lead. Rest assured, people will notice you. They’re already seeking you. You simply need to be where their attention is. I use a newsletter, a blog and I give talks. Choose the mix or platform that works best for you. 

I hope you’ve found these ideas useful. You don’t need to do everything. Though you can if you want to. I suggest you look for the idea that attracts you the most, and start there. The key is to get started and improve your strategy, so you thrive in the uncertainty of 2025.

Photo by Andrew Neel