As a business leader navigating today’s landscape, I have come to accept a hard truth: We are operating in a truly, deeply VUCA world — one that is volatile, uncertain, complex, and ambiguous.

These are not just buzzwords anymore. They are daily realities. Geopolitical instability, unpredictable economic signals, shifting regulatory landscapes, and the rapid rise of disruptive technologies like artificial intelligence are rewriting the rules businesses across industries.

It can be tempting — especially for seasoned strategists — to respond by going into full defensive mode. Rein in spending. Freeze initiatives. Protect margins at all costs.

And yes, some level of strategic defense is absolutely necessary right now. Preserving profitability, reviewing cost structures, and insulating the business from policy or currency shocks are vital actions.

But if we only play defense, we risk losing more than revenue — we risk not realizing the opportunities that these crises may be offering.

In times like these, I believe the winners will be the businesses that strike a careful balance: Those that defend wisely and grow bravely.

To do that, we need a quality that’s often in short supply during crises: Strategic courage.

Strategic courage does not mean being reckless.

It means being bold enough to make tough calls and pursue opportunity — even when the future is unclear.

It means having the grit to dig deep into your organization’s processes, no matter how uncomfortable the truths may be. Are there inefficiencies we’ve tolerated simply because “that’s how we’ve always done it”? Are there workflows or supply chain links that, if disrupted, could leave us exposed? Are there weak links in the value chain that could potentially result to lost revenues and profits?

Now is the time to do that winnowing. Removing inefficiencies is not just a cost-saving exercise — it’s an essential part of defending the bottom line.

But courage must also extend to growth. This is not the time to pause all innovation. On the contrary, this is the moment to experiment. Not everything will succeed, and that’s okay. In fact, the willingness to fail fast and learn faster is a competitive advantage in itself that should be cultivated specially during these times.

So yes, defend. But do not forget to explore to grow.

Because if there is one thing I have learned, it’s this: The businesses that emerge stronger from turbulent times are not the ones that hid under the covers and let things pass them by. They are the ones that had the courage to act decisively, rethink fearlessly, and move forward with clarity and conviction.

I am reminded by the Litany Against Fear in Frank Herbert’s DUNE

“I must not fear.
Fear is the mind-killer.
Fear is the little-death that brings total obliteration.
I will face my fear.
I will permit it to pass over me and through me.
And when it has gone past, I will turn the inner eye to see its path.
Where the fear has gone there will be nothing. Only I will remain.”

It is the time for businesses to face their fears — face the crises that we all are facing. Permit it to pass — but ensure that we remain steadfast and strong after it passes.