Parna Sarkar-Basu is the founder of B&B Consulting and writes about entrepreneurship, transformation, innovation & tech for good.
The recent market volatility is testing our collective resiliency once again. The soaring inflation, plummeting U.S. consumer confidence, global supply chain disruptions and tariff announcements have collided to create an era of profound uncertainty—a perfect storm, making traditional playbooks obsolete in many situations.
Yet, as unsettling as today’s economic turbulence may feel, it’s not that unprecedented. From the 1987 stock market crash to the 2008 financial crisis, history has taught us one powerful truth: Even the roughest waters eventually calm, and the companies that adapt are often the ones that emerge stronger and more profitable.
As entrepreneurs, we know resilience doesn’t happen by chance. It requires a sharp eye, agility and courage to evolve and thrive. As the Greek philosopher Heraclitus is commonly paraphrased: “No man ever steps in the same river twice, for it’s not the same river, and he’s not the same man.”
In business, as in life, the only constant is change, and I’ve found survival belongs to those who embrace it.
Based on conversations with my peers and clients, as well as watching how big companies are navigating the choppy waters, here are my tips on how small- and mid-sized companies can not only survive during these uncertain times but thrive.
Read the signals, but don’t chase every trend.
During turbulent times, companies must act fast, often with limited data and visibility. The most successful leaders have what economics professor Christian Busch calls the “muscle for the unexpected”—a strategic instinct honed by years of navigating uncertainty that helps them thrive in times of great turmoil. It allows them to harness the power of the unexpected, which then becomes a welcome source of opportunity and a mechanism for sustained success.
Today, the challenge isn’t finding information but rather knowing which signals to trust.
Many large companies have faced massive market shifts recently and responded by embedding AI (artificial intelligence) into their core business strategies. For example, Microsoft outlined their vision for AI at the Ignite 2023 event; Salesforce is buying Informatica, an AI-powered cloud data management company; and IBM has announced their intentions to be an AI-first enterprise.
I’ve noticed that companies finding success don’t just chase the AI hype blindly. They identify where AI could drive real operational efficiency and customer value. Then, they broadly amplify their strategy and share data-based milestones.
Granted, these companies often have bigger budgets and more resources, but the lesson here for small businesses and startups is to understand the trends and adopt what will work for them and their customers. Don’t just adopt buzzwords and hope customers will buy.
Pivot with purpose, not panic.
Once a company is comfortable aligning with a trend, plan the pivot strategy. Remember, pivots aren’t about chasing the latest trend. They are about realigning and evolving with intent to meet emerging opportunities, not fleeting buzz.
Smart businesses also assemble cross-functional “insight teams” to scan for real-time developments—market feedback, emerging consumer habits, competitive moves—and propose pivots that align tightly with long-term goals.
Netflix, for example, shifted gears and launched an ad-supported tier, cracked down on password sharing and restructured its pricing. This helped increase revenue per user and boost margins. I think this move shows a recognition that growth alone doesn’t guarantee sustainability—profitability does.
LEGO took a different approach. Once perceived as simply a toy company, Lego reinvented itself as a multi-platform entertainment and experience-first brand. Through immersive retail stores, TV shows like LEGO Masters, theme parks and sustainability-focused R&D, LEGO expanded its footprint well beyond developing plastic interlocking bricks. In my view, this is because Lego didn’t abandon its roots; it deepened them. Rather than chasing trends, they redefined the future of play.
The message for small businesses: Set clear goals. Focus on long-term impact. Don’t panic or overreact to shifting market noise. Pivot with purpose.
Stay visible and transparent.
Once your pivot strategy is in place, share relevant goals and results publicly. Let your stakeholders know where you are headed and why. Most importantly, let them know how it’ll impact your customers.
Often, companies slash marketing budgets and go silent during market turmoils. That’s a mistake. Transparency and foresight matters.
Samsung signaled further investment in India, a move showing its long-term diversification strategy. And according to Reuters, Apple “aims to make most of its iPhones sold in the United States at factories in India by the end of 2026, and is speeding up those plans to navigate potentially higher tariffs in China, its main manufacturing base.”
Or take Delta Air Lines. It announced that it would defer deliveries of Airbus planes as it faced significant U.S. tariffs on European aircraft, a move expected to increase the cost of each aircraft by approximately 20%.
These are often difficult decisions to make. But once the decision is made, companies need to publicly and clearly communicate them to all. Stakeholders shouldn’t have to guess where a company stands. For small businesses, visibility, especially digital visibility, isn’t vanity. It’s a survival strategy.
According to the Harvard Business Review, “Companies that have bounced back most strongly from previous recessions usually did not cut their marketing spend, and in many cases actually increased it.”
So, don’t think short term. Lean in during hard times to see long-term success.
What’s the bottom line?
Whether you’re leading a startup or scaling a mid-sized company, you likely have more control than you realize.
Stay focused. Be transparent. Embrace agility. Protect your financial foundation.
Because in business, as in life, change is the only constant. You won’t step into the same river twice. So, plan each crossing with intention, clarity and discipline.
That’s how you move forward and come out stronger on the other side.
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