Artificial intelligence is disrupting industries at a pace never seen before, making some corporate strategies obsolete before they even take root. Trade tensions and tariffs threaten to rattle supply chains and choke growth. Nationalism and populism are reshaping global markets, throwing long-term planning into disarray.
The result? Many companies and their employees are stuck in place, playing defense rather than offense. Employers are looking into freezing hiring, cutting training budgets and postponing innovation efforts. Employees are starting to stay in place, too frightened to leave the job they have for the unknown.
That’s a mistake. Now is exactly the time to do the opposite—to invest, train experiment and plan for multiple futures. Research including a report from the Wharton School titled “The People Factor: How Investing in Employees Pays Off” shows that companies that double down in downturns come out ahead when conditions stabilize. Those that don’t? They become victims of their competitors, unable to pivot when the moment demands action.
The Problem: Uncertainty Breeds Paralysis
When uncertainty looms, people tend to hunker down. Employees hesitate to seek new opportunities afraid they’ll be the first to go if layoffs hit. They stop learning, stop growing and focus on just getting through the day. Companies, too, shift into survival mode, slashing costs, delaying strategic investments and adopting a short-term mindset.
That is understandable, but it’s also dangerous.
Take AI, for example. It’s already automating tasks in finance, customer service and even creative fields. This means some jobs will change or disappear, but it also means new opportunities will emerge. The companies that train their people to work alongside AI, rather than fear it, will gain a competitive edge.
The same goes for global economic shifts. Tariffs and trade policies are unpredictable, but one thing is certain: Companies that prepare for multiple scenarios will fare better than those that simply wait to react. A business that has prepared for different supply-chain disruptions will be ready to shift suppliers, reprice products or enter new markets when needed.
Companies that stay in motion—no matter how uncertain the future—are the ones that win. Here’s how they can do it:
1. Invest in your people
When business leaders talk about “investment,” they often think of technology, acquisitions or expansion. But the most valuable investment is in people. Upskilling and reskilling employees should be a priority, not an afterthought.
During the economic recession and financial crisis of 2008-2009, Apple and Netflix famously invested in new products, with Apple launching the iPhone 3G and App Store, and Netflix pivoting to a streaming business model. Those risky actions in new products during an economic downturn also meant an investment in the skills of their workforces to create and implement the new products. Today, both companies are dominant in their industries, defying the odds of their actions at that time.
Companies ought to take a similar approach now. Employees should be encouraged, and given the resources, to develop new skills, especially in areas that AI won’t easily replace — creativity, strategic thinking, leadership. And when companies invest in their people, they don’t just build stronger teams, they also build loyalty and engagement.
2. Innovate beyond your core competency
Every company has a bread-and-butter business model, the thing they do best. But in times of disruption, that core competency might not be enough.
AI is a perfect example. Creative agencies, for instance, have long relied on teams of designers to create branded content. But today, AI tools, for instance, can generate hundreds of customized images in seconds. Agencies that expand into new services — strategy, experiential marketing, AI-driven content personalization — will thrive.
The key is to look beyond what you’re already good at. Ask yourself: Where is the industry headed? What new needs are emerging? How can we evolve before our competitors do?
3. Give internal talent a shot
Innovation doesn’t just come from external hires or expensive consultants. Frequently, the best ideas, and the best leadership talent, are already inside your company. They just need a chance.
Too often, businesses assume they need outside expertise for every new challenge. But what if, instead, they took smart, driven employees and put them in roles they weren’t necessarily “qualified” for but had the potential to excel in?
One company that I know did just that. Faced with the challenge of launching a new business line, it chose to promote an internal strategist instead of bringing in an outsider. The man wasn’t the obvious choice, but with the right support, he thrived. The result? A fast-growing new revenue stream and a more engaged workforce that saw real opportunities for advancement.
By taking bets on internal talent, companies send a powerful message: Growth is possible. Careers are not static. The best opportunities might be right here, not somewhere else.
4. Plan for multiple scenarios
The future is uncertain. That much we know. But that doesn’t mean companies should sit back and wait to see what happens. The best businesses run scenario analyses, preparing for different economic, political and technological shifts. They ask themselves: If tariffs rise, how will we respond? If AI changes our industry, what’s our next move? If global instability disrupts supply chains, what’s our backup plan? Companies that prepare today will be able to pivot when the moment demands it.
The cost of inaction is high. Over the years, I’ve seen companies freeze in uncertainty and risk being overtaken by competitors who kept moving. They risk losing top talent to organizations that invested in their people. They risk becoming obsolete while others innovate.
Companies that keep moving, investing and adapting will find their way forward. Those that stand still? They’ll watch the world move past them.
