How To Find Certainty In Uncertain Times

Fine-tune your communication, sales, and branding skills. 

Written by Robyn T. Braley

‘Uncertain’ is the word that best describes the business forecast for fall 2025. The wars in Ukraine, Gaza, and the threat from Iran are at the forefront. Lurking in the background is the question of what China's intentions are towards Taiwan. 

If that wasn't enough, China is now building a coalition with Russia, India, North Korea, and other countries in an effort to undermine U.S. influence. 

Then, there is the big, beautiful word – at least in the minds of some – TARRIFFS. Will they be introduced in new sectors, increased, expanded, reduced, or abolished altogether? Will U.S. courts succeed in declaring Trump-inspired tariffs illegal? Will the cost for businesses and consumers be minimal or substantial?

With the mercurial temperament of U.S. President Donald Trump and his influence on world events, no one knows! With Donald, things can be one way today and change entirely by tomorrow.

Global confidence has been negatively impacted. It can sink to the depths of despair in the morning and soar to euphoric heights by the afternoon, all because of a single social media post from the White House.

All of these combine to dampen the effect on economic forecasts because nothing is certain. And, economic growth depends on predictability.

Control What We Can

The best advice I can offer in these uncertain times is to focus on what you can control. We can’t control most outside influences, but we can control how we respond to them.

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First impressions are everything. But so are last impressions. Make sure both are the best that they can be! Don't be known as, "That cowboy, cowgirl or buckeroo who ..."

Throwing up on the boss’s spouse during an awkward attempt to hit on him or her is not how you want to be remembered after the companies Stampede barbecue. It's just not!

Stampede is hard to describe to people who have never been there. The Calgary Stampede is more of an all-encompassing, fully engaged experience, than an event confined to a single geographic location. Stampede is close to being spiritual, in a cowboy sort of way. 

For decades the Calgary Stampede was billed as the greatest outdoor show on earth. This year, not so much. 

We don't know what to expect as far as attendance in 2021. There will be thousands, just not many, many thousands for this year's scaled-down version.  

Harsh Realities

Lower attendance and a scaled-down Stampede are not due to a lack of interest. It is because of travel restrictions and the inability for visitors to plan ahead due to the unknowns of COVID that the total attendance will be limited. 

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What shape will your business be in by this time next year? Is there risk? Is there reward? 

What steps can you take to make this year the best it can be in spite of economic or political circumstances?

With unpredictable global economies and uncertain political decisions, many leaders lack the confidence needed to make forward-planning decisions. In many situations, they can only operate their companies based on what they know today! Reviewing past performance histories doesn't help because we are in uncharted territories. 

While we all hope for a better tomorrow, we can only control what you can control today.

Don’t get me wrong, we have clients whose businesses are excelling and setting all-time sales records in the midst of difficult times. But we also have clients who are struggling and have even gone out of business. 

I've written about survival strategies before. Whatever your circumstance, it's never a bad idea to review your brand and marketing performance. Is there a different way to look at your situation? 

1. Begin from Where You Are

A mentor of mine shared this simple but profound truth. ‘Begin from where you are!’ It sounds simplistic, but when you think about it, it makes sense. 

Today you KNOW you have a PROBLEM or OPPORTUNITY. You know that you do or don't have the tools needed to address it. It's that simple. 

Can you MOVE forward based on what you know today about your realities as they are right now? 

1. What is the problem or opportunity!
2. What are your strengths?
3. What are your weakness?
4. What do you know for certain?
5. What DON'T you KNOW that you SHOULD?
6. How will you address that?
7. What is your plan?