**London**: A new Forrester report highlights the necessity for businesses to embrace proactive strategies amid global uncertainties. By prioritising investment and optimising resources, organisations can navigate disruptions effectively and unlock opportunities for innovation and growth, even in challenging economic climates.
Amidst a landscape marked by trade wars, cyberattacks, supply chain disruptions, and evolving geopolitical tensions, a new report from Forrester emphasises the need for businesses to adapt swiftly rather than maintain a passive stance. The report, titled “How To Thrive Through Volatility,” advocates for a proactive approach in navigating ongoing uncertainties within the market.
Forrester’s findings suggest that businesses should resist the temptation to freeze spending and merely wait for a return to stability. Instead, the research firm contends that resilience will stem from decisive action, including the smart reallocation of resources. Continued investment in sectors poised for future growth is deemed essential. According to the report, companies that can effectively undertake what Forrester terms “fierce optimisation”—which involves simplifying technology stacks, eliminating redundancies, and renegotiating contracts—will drive efficiency while maintaining long-term value.
The report goes further to highlight the necessity of an offensive strategy over a defensive approach. In a climate of unpredictability, organisations are encouraged to focus tightly on their most important customers and realign their brand values to address changing expectations influenced by the current volatile environment.
For employees operating within such unpredictability, clarity becomes paramount. The report underlines the importance of transparent communication, active listening, and fostering a culture centred on continuous learning to support workforce morale and productivity.
Acknowledging the reality that risk is omnipresent—and increasingly so—Forrester’s research indicates that over 40% of business and technology leaders view economic uncertainty as their primary concern. To tackle this, the firm advises a layered approach to risk management. This involves distinguishing between what businesses can control internally, what can be influenced through partnerships, and external factors—such as tariffs or geopolitical incidents—beyond their influence. Developing scenario plans based on these factors is also recommended.
Sharyn Leaver, chief research officer at Forrester, articulated the current state of affairs: “Five years after the pandemic, the business world, in many ways, feels even more tumultuous and unpredictable. Unlike five years ago, when the source of the disruption was a single, unknown pathogen, today’s volatility comes from a myriad of forces beyond leaders’ control. Yet there is opportunity in disruption — even in times like these. By taking charge and refocusing on tech resource and spend optimisation, change leadership, and risk management, leaders can prevail where their competitors can’t — unlocking new areas for innovation and growth.”
The insights presented by Forrester reiterate the importance of adapting strategies in response to ever-changing economic conditions, asserting that the ability to innovate and grow is achievable even in challenging times if organisations make informed and decisive moves.
Source: Noah Wire Services
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