(Editor’s Note: PPAI Media’s Voices series introduces the opinions, experience and advice of promo industry influencers. The opinions and ideas belong to the individual writer.)

Nearly 15 years ago, Bob Johansen, of the Institute for the Future, applied the U.S. government-coined concept of “VUCA” to the business world.

His book, Leaders Make the Future, garnered a lot of attention. While much has happened in the decade and half since his book was published, I would argue that VUCA remains not just relevant, but instructive and essential for businesses of all sizes in 2023 and beyond.

So what is VUCA? It’s an acronym describing the situation of constant, unpredictable change that has become the norm, prompting business leaders to modernize traditional approaches in favor of new ways of thinking and working. It stands for a state of change that is:

  • Volatile – Change is rapid and unpredictable.
  • Uncertain – The cause and effect are not well understood, and previous experience may not apply to the situation.
  • Complex – Multiple issues and factors are at play at one time, many of which are interconnected.
  • Ambiguous – There is minimal clarity in the face of new challenges.

Those descriptors certainly describe the last few years in the promo industry.

While some measure of VUCA has likely always been present for CEOs and other leaders across sectors and industries, it seems the degree of volatility, uncertainty, complexity and ambiguity is increasing exponentially in our line of work. From supply chain disruptions,  to new technologies like AI, to the scarcity of talent and management of hybrid cultures, it seems we are continuously juggling VUCA situations across every aspect of our businesses.

Know that VUCA is here to stay. So we can’t bury our heads in the sand, as appealing as that may be on some days.

Staying focused and adaptable is key. These are three things I do to manage AIA’s growth amidst all the change and uncertainty:

Stay connected to the outside.

Because the world is increasingly interconnected, leaders need to be engaged with their customers and other sources of information in a way that wasn’t expected a decade or two ago.

For me, this means staying in close contact with AIA’s Owners and Suppliers, being present at industry events, participating in organizations like PPAI to stay on top of the issues facing the industry, and following or reading the work of business influencers and thought leaders.

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Keep things moving on the inside.

Leaders need to balance outside engagement with internal leadership. Developing and clearly communicating strategic direction – part of sustaining a culture in which people want to work and feel valued for their contributions – is vitally important in an unpredictable world. Creating some measure of predictability allows employees to set and achieve goals that contribute to organizational success. 

Be adaptable and prioritize agility and nimbleness at all levels.

As the legendary basketball coach John Wooden said, “Adaptability is being able to adjust to any situation at any given time.” But how do we learn to be adaptable and teach others this vital trait as well?

For me, it’s about maintaining a positive attitude even when change is hard or the situation is daunting. I’m not suggesting Pollyanna leadership, but positive, “we can do it” energy that galvanizes others. When you not only expect disruption knowing it has become the norm, but accept the disruption as an opportunity to adapt, it’s easier to face new challenges with confidence. It doesn’t mean it’s easy, but you can lead and manage through it with an open mind and a willingness to explore new possibilities.

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As challenging as the pace and uncertainty can be at times, it is also rewarding to learn and lead in a VUCA world. With the right perspective, we can build meaningful relationships that drive the business, engage with the teams who help bring our strategy to life, and practice the art of adaptability – even in unpredictable environments.

Schmidt is the CEO of AIA (PPAI 101364, D12). Under her leadership, the company has earned honors as one of PPAI Magazine’s Greatest Companies to Work For in promotional products, and she has been named one of the most influential people in the industry. AIA ranked as the No. 29 ranked distributor in the 2023 PPAI 100 listing of industry leading companies.