Uncertainty is the one constant in business. Economic shifts, global disruptions, natural disasters, and emerging technologies all have the power to reshape industries overnight. The question for business leaders is not if disruption will happen, but how well prepared your business is to withstand it and even thrive because of it.
With more than three decades of leading and advising mid-market businesses across New Zealand and internationally, I have seen some companies grow stronger through disruption while others falter. The difference is rarely luck. It comes down to a disciplined approach to strategy, financial resilience, people, and execution.
In this article, I will share some of the principles I use with my clients to help them build businesses that are capable of growing through uncertain times.
Strategy: clarity, not constant pivoting
When disruption strikes, many leaders feel pressure to pivot. In my experience, most businesses do not need a new strategy. What they need is clarity and discipline around the strategy they already have.
A strong strategy provides direction, especially when conditions are volatile. Instead of reacting impulsively to every external shock, leaders should:
- Stay disciplined about their strategic priorities
- Refine execution, particularly in areas like sales and marketing
- Stay close to customers, listening and adapting to their changing needs
Strategy should be reviewed annually and revisited during times of disruption. The fundamentals often remain unchanged, but some elements may need refining to align with customer demand or new market realities.
Financial strength: cash Is king
When disruption strikes, cash reserves become your lifeline. A strong balance sheet and healthy cash reserves provide the flexibility to respond to disruption. That is why I encourage leaders to look not just at the amount of cash on hand, but also at cash runway days, meaning how long the business can survive if revenues take a hit.
Leaders who are prepared:
- Build a war chest of cash reserves
- Maintain unused banking facilities for additional flexibility
- Regularly assess how risks such as inflation, interest rate shifts, or supply chain disruptions affect cash flow
Too many leaders only discover their fragility during a downturn. Protecting cash flow ensures your business can keep moving while others are forced to retreat.
People and culture: the anchor in rough seas
Uncertainty does not just affect numbers. During disruption, uncertainty can spread quickly through your teams. Leaders must be proactive in communication, clear, regular, and focused on priorities.
A strong culture is more than a “nice to have.” It is what keeps people aligned and resilient when the external environment is shifting. Successful leaders:
- Communicate regularly and clearly about priorities
- Focus the team on execution and accountability
- Protect the culture that aligns people and keeps them engaged during turbulence
External focus: avoid getting stuck looking inwards
One of the most common blind spots I see is leaders becoming too internally focused. They concentrate on operational details and fail to notice important changes and shifts in the market.
Disruption can come from anywhere: tariff wars, new technology, natural disasters, shifting regulations, or changes in customer behaviour. Leaders who consistently scan the external environment, both locally and internationally, are better prepared to anticipate and adapt.
Competitive advantage: your ultimate defence
Warren Buffett often talks about building a “moat” around your business. In practice, that means creating a competitive advantage that is both unique and of high value to your customers.
Strong businesses do not just survive disruption. They use it as an opportunity to reinforce their moat. That may involve adopting technology to improve efficiency, divesting non-core areas of the business, or sharpening the focus on core customers.
Your competitive advantage must be deliberately built, protected, and continuously strengthened if you want to sustain growth in uncertain times.
Case in Point: Active Healthcare
When Active Healthcare, a family-owned supplier of rehabilitation and home healthcare equipment, lost one of their major contracts, the downturn could easily have crippled the business. Instead, with clear strategic choices, disciplined restructuring, and a renewed focus on people and purpose, the company turned the challenge into an opportunity for growth.
By identifying their core business, aligning their team around shared values, and creating a strong culture of accountability, Active Healthcare emerged stronger than before. In fact, after making the tough but necessary changes, they went on to achieve their largest revenue growth to date.
Read their full case study.
Your next steps
Disruption means different things depending on your industry. In construction it may be cycles of demand, while for exporters it may be international market shifts.The key is to think ahead and mitigate volatility, whether by diversifying markets, spreading seasonality risk, or strengthening financial resilience.
Uncertainty will always be with us. The leaders who thrive are those who prepare, not by chasing every wave of change, but by building resilient strategies, strong financial foundations, aligned cultures, and enduring competitive advantages.
That is how you build a business that does not just survive disruption. It grows stronger because of it.
