You’re Not Alone: Why Every Organization Feels Disoriented Right Now
Why inaction is the real risk.
Not long ago, we wrapped a sharp new go-to-market plan with a client in the research-tech space. They're the kind of company that builds behind the scenes—quietly powering the infrastructure of open science and interactive publishing.
The plan was thoughtful, strategic, and clear-eyed: start with a North American focus, build traction and visibility here, then leverage international collaborations to create a halo effect that pulls them into European markets. It was sound. We were proud of it. So were they.
Then came the shift.
A new U.S. administration, new policies around federal funding, and rising tensions around cross-border research changed the landscape—fast. Suddenly, “North America first” felt less like a springboard and more like a silo. That carefully built plan? It needed a second look.
Here’s what didn’t happen:
They didn’t panic.
They didn’t throw the whole thing out.
They moved. Thoughtfully.
And that’s the point of this story.
Because if you’re looking around at your business plan and thinking: “this isn’t quite working anymore”—
You're not behind.
You're not failing.
You're simply at a crossroads where standing still is no longer an option. Waiting it out is not a solution or strategy.
Every organization we work with is in this moment.
Maybe it’s a new market condition. AI technology disruption, hiring freeze, trade policy impacting supply chain, geopolitical conditions shifting consumer spend and inflation headwinds dropping consumer confidence
If that’s you, here’s the good news: you don’t need to overhaul your vision. But you do need to move. Here’s how to reorient and keep momentum without losing your footing:
How to Reorient When the Ground Shifts: 5 Moves That Matter
1. Take a second look at your plan—but don’t start from scratch.
Plans aren’t gospel; they’re guides. Return to the original assumptions. What’s changed? In the case of our research-tech client, “North America first” still had logic, but international partnerships turned out to be the stronger lever for credibility and reach. We adjusted—not abandoned—the path.
Wildly Open tip: Highlight 1–2 assumptions in your strategy and test them against current conditions. Keep what’s true. Let go of what’s not.
2. Switch from static to sprint-based planning.
We’re not in a world that rewards “set it and forget it.” Organizations that thrive today embrace agility. We’ve shifted several clients to quarterly strategy sprints—smaller, faster recalibrations that build momentum and keep teams moving forward, not frozen in outdated plans.
Wildly Open tip: Try mapping a 90-day “experiment calendar” instead of an annual plan. It keeps risk low and responsiveness high – no veering into chaos. Just remember: agility only works if your vision is clear, your goals are focused, and your brand values aren’t up for debate.
3. Let your marketing be your listening post.
Marketing isn’t a megaphone—it’s a radar. The smartest brands use it not just to speak, but to listen. When done right, your marketing reveals what your audience is feeling: confidence or hesitation, trust or doubt, curiosity or confusion.
That’s not fluff—that’s real-time sentiment analysis.
Your messaging, engagement metrics, and even the silence between responses? They’re full of clues. Marketing gives you a front-row seat to shifting needs, market appetite, and where your audience wants to go next.
Wildly Open tip: Treat your campaigns and messaging like early market tests. Let the signals guide where to double down, what to adjust, and when to shift gears. Don’t wait for a formal review—your audience is already giving you the feedback you need.
4. Visibility is not optional.
In times of flux, the instinct is to wait until it’s all “figured out” before showing up. But that silence erodes trust. This is about showing up—even when things feel messy or unfinished. It’s about maintaining integrity, openness, and brand relevance during uncertain times.
You can be evolving and still visible. You can share processes, the journey not just the tada of perfection. People crave the human stories behind innovation—the pivots, not just the polished pitch decks.
Wildly Open tip: Pick one low-effort, high-frequency channel—like LinkedIn—and commit to showing up weekly with real-time reflections.
5. Act. Even imperfectly.
The worst decision in uncertain times is no decision. Action doesn’t always mean doing more. Sometimes the boldest move is knowing what to stop.
In periods of volatility, it’s easy to throw more out there—more products, more markets, more messaging—hoping something sticks. But that scattershot response can dilute your brand, confuse your customers, and waste resources you need for what truly matters.
Making a clear decision to not pursue a new vertical, to pause a partnership, or to step back from a product that no longer aligns? That’s action too. And often, it’s the kind that creates space for sharper focus, stronger performance, and smarter investments.
Wildly Open tip: In uncertain times, clarity often comes from subtraction. Take one thing off your strategic plate this week—an offer, a market, a "nice to have" that’s distracting from your core. Focus is a decision.
You’re not lost. You’re evolving.
There’s no static strategy for a dynamic world. But there is a way forward—through movement, responsiveness, and honest reflection.
If you’re looking for someone to help you see the road ahead more clearly (and walk it with you), we’re here for that. At Wildly Open, we help leaders untangle the now so they can shape what’s next—with courage, clarity, and just the right dose of grit.
You’re not behind. You’re building forward. Let’s go.
Authored by: Courtney Babott
