It’s inevitable that, over time, business leaders will find themselves in uncharted territory, where uncertainty reigns and fear of the unknown starts to rise. In moments like these, the instinct to tighten the purse strings and cling to what’s familiar feels safest. During the COVID-19 pandemic and the economic challenges it brought, many leaders reached for a familiar playbook: layoffs, budget reductions and a shift into survival mode. Growth initiatives stalled and risk-taking ground to a halt.
What I’ve learned over the years is that while uncertainty can be unsettling, it also opens the door to tremendous opportunity. It offers a new perspective on your business, one where maintaining the status quo is no longer the priority. Instead, you’re pushed to find efficiencies, unlock new value and allow creativity to thrive.
Take the COVID-19 example, for instance. Few business leaders could have imagined abandoning the traditional office environment for remote or hybrid models. Yet five years later, it’s clear: the businesses that are thriving are the ones that either 1) embraced the flexibility of work-from-anywhere or 2) made meaningful investments in their physical workspaces to make them more attractive. Things like varied seating, curated artwork and upgraded tech aren’t just perks; they reflect a broader shift in how we think about work. The leaders who leaned into these changes saw a chance to reimagine the workplace for the future, not just ride out the moment.
Losing a major customer (or, in the nonprofit world, a key donor) can feel just as destabilizing. My own organization recently experienced a significant funding reduction from a philanthropic partner whose strategic priorities shifted. That funding supported a core suite of small business programs, and its loss was a blow. But it also forced us to reexamine our approach. We engaged dozens of entrepreneurs and learned that by restructuring how we delivered those programs, we could increase impact, reduce costs and boost efficiency. What began as a setback ended up reshaping how we operate and helped us solidify one of our core values: We thrive on change.
Uncertainty also gives leaders a valuable lens into how their team handles change. A mentor once shared a simple but powerful framework: In times of disruption, people tend to fall into three groups. There are those with their hands raised; ready, willing and even energized by what’s ahead. There are the vocal skeptics, quick to resist and slow to adapt. And then there’s the quiet middle, those who wait and watch. His advice was clear: invest in the ones with raised hands. They’re your early adopters and internal champions. The resistors will often self-select out, and the quiet ones will follow the momentum when they see change working. In tough times, that kind of clarity is a gift.
As you face uncertainty in the years ahead, remember: A comfort zone is a beautiful place, but nothing ever grows there. The leaders who lean into discomfort, listen closely and stay open to reinvention won’t just weather change, they’ll shape what comes next. ●
Jessica Sublett is President and CEO of Bounce Innovation Hub
