In times like these—when headlines shift daily, customer behavior evolves quickly, and economic signals stay mixed—uncertainty isn’t just in the background anymore. It’s front and center.
At our recent Visionary Exchange, a gathering of leaders and growth-minded professionals, we explored how this climate is affecting decision-making. While uncertainty isn’t new, something has changed: our clients and peers aren’t just managing one shift—they’re facing multiple challenges all at once.
Economic slowdowns, team changes, industry shifts, and outside pressures are stacking up. What we are seeing, and even experiencing internally here at VBM Strategy, is that it’s not just strategy that feels fragile—it’s momentum.
The Illusion of Certainty—and the Power of Direction
How do you feel about your current strategy?
For a lot of leaders, the answer isn’t clear-cut. Some parts are working well, while others feel off or need a second look. When uncertainty makes strategy feel unclear, we use three key lenses to help leaders find traction and move forward with intention:
Preserve — What’s non-negotiable?
What values, customers, revenue streams or teams must remain intact? This ties directly to our PiPP Framework, which helps leaders clarify and prioritize the people, impact, processes and profit centers that must remain intact.
Pivot – What needs to adapt?
Think about where you need to Lean, Hustle, or Adapt to make the right shift.
- Where can you lean on others—your team, partners or peers?
- What new habits or systems do you need to adapt?
- And where do you just need to hustle through a tough stretch?
Pro tip: Hustle has its place—but it shouldn’t drive your strategy. Leaning and adapting lead to better clarity and long-term results.
Pursue – What new opportunities are emerging because of the uncertainty—not in spite of it?
These aren’t one-time decisions. They’re dynamic tools for navigating change with intention. The intersection of these three becomes your strategic sweet spot—a place not of perfection, but of intentional momentum.
At VBM Strategy, this is a process we use to help leaders make sense of uncertainty by focusing on what creates real traction—not just stability, but forward movement.
Strategy Doesn’t Happen in Isolation—Neither Should You
One of the most effective tools for navigating uncertainty isn’t a framework or tactic—it’s a relationship.
At VBM Strategy, we use the concept of Relational Anchors: People and partners who don’t remove uncertainty—but help you navigate it. These might be mentors, collaborators, connectors or simply steady voices that bring clarity and confidence when things feel unclear.
In a fast-moving world that pushes leaders to do more, Relational Anchors help you choose smarter—not just faster.
A powerful question to ask yourself is:
What relationship—new or renewed—would help you feel 10% more confident about your next strategic move?
It’s a small shift in perspective, but one that reframes progress as something relational—not just operational.
Strategy as a Living System—Evolved Through Marketing
Marketing isn’t separate from strategy—it’s a change agent within it.
When leaders are deciding what to preserve, pivot, or pursue, marketing becomes a powerful way to move those decisions into action. It can:
- Test new positioning or delivery models
- Reconnect with ideal audiences
- Signal shifts in vision, value or direction
- Open new channels for growth and visibility
It’s not just about promotion—it’s about alignment: who you are and where you’re going.
Want to go deeper? Join our upcoming session, Marketing Through Uncertainty—a 45-minute interactive look at how marketing can bring clarity and momentum when everything else feels in flux.
A Strategic Pause That Matters
We don’t always need to solve everything in one sitting—and often, that’s not the point. What matters is creating space to pause, reframe and realign with what matters most. In uncertain times, even a small shift in direction can spark meaningful momentum.
Sometimes, the most strategic thing you can do is stop long enough to decide what truly comes next.
About VBM Strategy
VBM Strategy helps growth-minded CEOs, owners, and teams align vision, brand, and business development to drive lasting impact.Through strategy intensives, marketing blueprints and advisory partnerships, we work with founders, executives, and teams who are ready to move with intention—even in moments of uncertainty.
Ready to talk about your next strategic move?
If you’re rethinking your marketing or looking for clarity on how to pivot or pursue new opportunities, reach out to start the conversation.
The post Strategy in Uncertainty: Why the Next Move Matters More Than the Perfect One appeared first on VBM Strategy.