Facts, whether planned, natural, close to or distant from your reality, interfere in situations that connect in different ways with your business. In other words, the market is dynamic and interconnected. There is more connection between facts and their consequences in different business systems today than there was 15 years ago.
When the engine of these connections is positive, it generates speed for businesses and prosperity for nations. However, when we are in an environment governed by political-economic volatility and bombardment of biased information, a lack of trust prevails. As a consequence, investments and business transformations are generally reduced or postponed.
On the other hand, we have never had so many technological resources to gather data, analyze it more quickly to assist in business decision-making. We cannot control external factors, but we can analyze scenarios based on reliable data in a systematic way and organize our companies to prepare them for challenging, realistic, or promising scenarios.
Technology should be used to our advantage. It is of no use to invest in technology if we act as we always have, "the old way." Management must be done with more awareness and aligned with the business strategy. The strength of strategy lies in its simplicity, execution capacity, and its communication to all levels of the company.
The point of attention for decisions in delicate moments is that present choices cannot harm the future of the company. Some standard behaviors when faced with stagnation in sales and profits, such as mass layoffs and reduction of investments in marketing and sales, are exactly what should generally not be done. Letting go of the most experienced people, who understand the company's culture, as well as stopping or reducing actions that will generate cash results for the company, do not seem to be the wisest choices.
Therefore, analyzing whether the limiting factors for the growth of our companies are internal or external is crucial at this moment. There is a possibility that the limitations come from both origins. Reflect and make the best choices for your company and the entire market in which it operates, especially for the people involved. And to conclude, is the market at a standstill? Is your company at a standstill? What are the opportunities behind the movements and news of stagnation?
Letícia Marodin, business consultant and director of Markenz Consulting, specializing in market strategy and marketing. All rights reserved.
