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Succeeding in uncertainty

Creating business resilience in challenging times.

In a world where uncertainty is the new normal, leaders must stay agile, assess a range of options, and think strategically. 

Businesses today are operating in an unpredictable environment. Amid the COVID-19 pandemic and its impact on the worldwide economy, leaders are facing elevated levels of instability, pressure, and anxiety.

In some cases, for the sake of ensuring business continuity, it may be necessary to choose to reduce investment, freeze hiring, or avoid entering new markets. But in other instances, these short-term tactics may have repercussions on long-term strategy. As leaders make choices, it's important to use a broad lens and a balanced perspective.

At PwC, we know from experience that organizations with a clear outlook and a proactive strategy are more resilient and earn a competitive advantage over the long term. Using a data-led, agile approach, and proprietary diagnostic tools, we co-create with clients to navigate the path ahead -- by quickly managing risks while creating opportunities, even in unprecedented times of uncertainty.

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Is your company prepared to respond to COVID-19?

Critical information on COVID-19 and its impacts on global business activity are difficult to assess and can change overnight. Use our new digital tool, the Navigator, to assess your readiness in the areas of crisis management and response, workforce, operations and supply chain, finance and liquidity, tax and trade, and strategy and brand.

Start here

Read our featured perspectives

How should leaders manage in the face of uncertainty? Rather than simply reacting instinctively and responding to the informational noise, they can move swiftly and proactively to chart a new course — and capitalise on dislocations in the market. Six levers allow organizations to be more resilient and agile.

Read "How to succeed in uncertain times" on strategy+business

Access the article here

In previous economic cycles, companies prepared for a period of muted growth by cutting costs and scaling back investments. This time is different. Growth is slowing as a major disruption is underway — the Fourth Industrial Revolution. The right digital investments now could pull you ahead of your competitors. 

Read how you can "Use technology to accelerate through uncertainty" on strategy+business

Access the article here

A strategy of internationalisation — making operational footprints more flexible and regional — can allow companies to manage rapid geopolitical shifts. At the same time, governments can foster economic growth by ensuring stability and opportunity.

Discover how internationalization can help businesses rethink "Growth strategies for an uncertain world" on strategy+business.

Access the article here

Latest insights and trends to help you succeed in uncertainty

In a volatile market environment, leaders need to proactively position their organization for success. Economic, regulatory and technological shifts may cloud decision-making, but scenario planning and the agility to pivot can create competitive advantage.

Explore our insights collection below for more on this topic.


"Confronting uncertainty, leaders must act quickly to expand their field of vision and create a range of options to pursue. Making decisions in a way that is both more dynamic and resilient will enable organisations to thrive in the full spectrum of uncertain outcomes."

Bob Moritz23rd Global Annual CEO Survey

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Will  Jackson-Moore

Will Jackson-Moore

Global Private Equity, Real Assets and Sovereign Funds Leader, Partner, PwC United Kingdom

Mohamed Kande

Mohamed Kande

Global, US and Asia Pacific Americas Advisory Leader, PwC United States

Heather  Swanston

Heather Swanston

Global Business Restructuring Services Leader, Partner, PwC Japan