10 Strategies to Lead in Turbulent Times


The heart of my news letter is all about leading in turbulent times which is what it feels like most of the time. Leadership is truly tested in moments of adversity. During turbulent times, a leader's role evolves from being a visionary to a stabilizer, a problem-solver, and a source of inspiration. Here are ten strategies, to help leaders guide their teams through challenges and emerge stronger.

1. Focus on your True North

Core values provide stability during storms. They help leaders make decisions that are principled and consistent, even in uncertain times.

During the 1982 Tylenol crisis, Johnson & Johnson's CEO James Burke prioritized their core value of customer safety over profits by recalling millions of bottles, earning trust that sustained the company. When companies serve a cause they always win the trust of their customers.

2. Transparency during crisis wins

Uncertainty breeds fear, but clear communication can alleviate doubt. Leaders must ensure messages are timely, transparent, and empathetic.

In the 2008 financial crisis, Lloyd Blankfein of Goldman Sachs held frequent meetings to address employee concerns, creating a sense of shared understanding and trust despite the turbulence.

3. The only certainty is uncertainty

Turbulent times require flexibility. Leaders must recognize the need to pivot strategies and innovate in response to changing circumstances.

When the COVID-19 pandemic hit, Zoom adapted quickly, scaling its infrastructure to meet skyrocketing demand, securing its position as an essential tool for remote work.

4. Build your team through psychological safety

Empowering teams with decision-making authority fosters agility and innovation. Leaders should trust their teams to rise to the occasion. They should encourage team members to speak up and everyone should be heard and valued.

During the turnaround of Ford Motor Company, CEO Alan Mulally empowered team leaders to identify problems and develop solutions, creating a culture of accountability that revitalized the company.

5. Emotional Intelligence

Turbulent times are emotionally taxing. Leaders who demonstrate empathy and manage their own emotions set the tone for resilience within the organization.

During Hurricane Katrina, FedEx CEO Fred Smith personally visited affected employees, showing genuine care and emotional support, which reinforced loyalty and morale.

6. Focus on Long-Term Vision

While addressing immediate issues, leaders must keep an eye on long-term goals to guide the organization toward sustainable growth.

Jeff Bezos maintained Amazon's vision of customer obsession and innovation, even when early profits were slim, ensuring long-term dominance in e-commerce.

7. Leverage Data and Technology

Using data and technology to make informed decisions is critical in turbulent times. Leaders must embrace tools that enhance agility and insight.

Tesla’s use of predictive analytics allowed it to respond quickly to supply chain disruptions, ensuring production continuity during global crises.

8. Encourage Collaboration and Partnerships

Collaboration within and outside the organization can generate innovative solutions. Leaders should build strong alliances.

During the development of the COVID-19 vaccine, Pfizer collaborated with BioNTech, combining resources and expertise to deliver solutions at unprecedented speed.

9. Celebrate Wins, Big and Small

Celebrating successes, even minor ones, reinforces morale and keeps teams motivated to push forward.

At Salesforce, Marc Benioff instituted regular recognition of achievements, fostering a culture of optimism and resilience even during market uncertainties.

10. Prepare for the Unexpected

Turbulence often strikes unannounced. Leaders must build organizational resilience by scenario planning and preparing for multiple outcomes.

Singapore Airlines diversified its revenue streams with cargo operations and training services, which helped sustain the company during global downturns in passenger travel. Leadership during turbulent times is not about avoiding challenges but facing them with courage, adaptability, and a focus on the greater good. By anchoring to core values, empowering teams, and preparing for uncertainty, leaders can transform turbulence into an opportunity for growth and innovation.

The views expressed here are my own and do not represent my organization.

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