Forrester: To Thrive Amid Volatility, Leaders Must Optimize Technology Investments, Excel At Driving Change, And Proactively Manage Risk
Forrester (FORR) has released a new report titled 'How To Thrive Through Volatility' addressing how business and technology leaders can navigate current economic uncertainty. The report highlights that amid unpredictable market conditions caused by tariffs, trade wars, cyberthreats, and geopolitical tensions, leaders should focus on four critical areas:
- Optimizing tech investments and simplifying technology through streamlining and modernization
- Reaffirming brand value and prioritizing customer segments
- Excelling at leading change through transparent communication and continuous learning
- Proactively managing risk across enterprise, ecosystem, and external factors
According to Sharyn Leaver, Forrester's chief research officer, while today's volatility stems from multiple uncontrollable forces, organizations can find opportunities in disruption by focusing on tech resource optimization, change leadership, and risk management.
Forrester (FORR) ha pubblicato un nuovo rapporto intitolato 'Come prosperare attraverso la volatilità', che affronta come i leader aziendali e tecnologici possano navigare nell'attuale incertezza economica. Il rapporto evidenzia che, in mezzo a condizioni di mercato imprevedibili causate da dazi, guerre commerciali, minacce informatiche e tensioni geopolitiche, i leader dovrebbero concentrarsi su quattro aree critiche:
- Ottimizzare gli investimenti tecnologici e semplificare la tecnologia attraverso il razionalizzazione e la modernizzazione
- Riaffermare il valore del marchio e dare priorità ai segmenti di clientela
- Eccellere nella guida del cambiamento attraverso una comunicazione trasparente e un apprendimento continuo
- Gestire proattivamente il rischio in tutta l'impresa, nell'ecosistema e nei fattori esterni
Secondo Sharyn Leaver, chief research officer di Forrester, mentre la volatilità di oggi deriva da molteplici forze incontrollabili, le organizzazioni possono trovare opportunità nella disruption concentrandosi sull'ottimizzazione delle risorse tecnologiche, sulla leadership del cambiamento e sulla gestione del rischio.
Forrester (FORR) ha lanzado un nuevo informe titulado 'Cómo prosperar a través de la volatilidad', que aborda cómo los líderes empresariales y tecnológicos pueden navegar la actual incertidumbre económica. El informe destaca que, en medio de condiciones de mercado impredecibles causadas por aranceles, guerras comerciales, ciberamenazas y tensiones geopolíticas, los líderes deben centrarse en cuatro áreas críticas:
- Optimizar las inversiones tecnológicas y simplificar la tecnología mediante la racionalización y modernización
- Reafirmar el valor de la marca y priorizar los segmentos de clientes
- Destacar en la conducción del cambio a través de una comunicación transparente y un aprendizaje continuo
- Gestionar proactivamente el riesgo en toda la empresa, el ecosistema y los factores externos
Según Sharyn Leaver, directora de investigación de Forrester, aunque la volatilidad actual proviene de múltiples fuerzas incontrolables, las organizaciones pueden encontrar oportunidades en la disrupción al centrarse en la optimización de recursos tecnológicos, el liderazgo del cambio y la gestión del riesgo.
포레스터 (FORR)는 '변동성을 극복하는 방법'이라는 제목의 새로운 보고서를 발표했습니다. 이 보고서는 비즈니스 및 기술 리더들이 현재의 경제적 불확실성을 어떻게 헤쳐 나갈 수 있는지를 다룹니다. 보고서는 관세, 무역 전쟁, 사이버 위협 및 지정학적 긴장으로 인한 예측할 수 없는 시장 상황 속에서 리더들이 네 가지 중요한 영역에 집중해야 한다고 강조합니다:
- 기술 투자를 최적화하고 합리화 및 현대화를 통해 기술을 단순화하기
- 브랜드 가치를 재확인하고 고객 세그먼트를 우선시하기
- 투명한 소통과 지속적인 학습을 통해 변화의 리더십을 발휘하기
- 기업, 생태계 및 외부 요인 전반에 걸쳐 위험을 사전 관리하기
샤린 리버 포레스터의 수석 연구 책임자에 따르면, 오늘날의 변동성은 여러 통제 불가능한 힘에서 비롯되지만, 조직은 기술 자원 최적화, 변화 리더십 및 위험 관리에 집중함으로써 혼란 속에서 기회를 찾을 수 있습니다.
Forrester (FORR) a publié un nouveau rapport intitulé 'Comment prospérer à travers la volatilité', qui traite de la manière dont les leaders commerciaux et technologiques peuvent naviguer dans l'incertitude économique actuelle. Le rapport souligne qu'au milieu de conditions de marché imprévisibles causées par des droits de douane, des guerres commerciales, des cybermenaces et des tensions géopolitiques, les dirigeants devraient se concentrer sur quatre domaines critiques :
- Optimiser les investissements technologiques et simplifier la technologie par le biais de la rationalisation et de la modernisation
- Raffirmer la valeur de la marque et prioriser les segments de clients
- Exceller dans la conduite du changement grâce à une communication transparente et un apprentissage continu
- Gérer proactivement les risques à travers l'entreprise, l'écosystème et les facteurs externes
Selon Sharyn Leaver, responsable de la recherche chez Forrester, bien que la volatilité d'aujourd'hui provienne de multiples forces incontrôlables, les organisations peuvent trouver des opportunités dans la disruption en se concentrant sur l'optimisation des ressources technologiques, le leadership du changement et la gestion des risques.
Forrester (FORR) hat einen neuen Bericht mit dem Titel 'Wie man durch Volatilität gedeiht' veröffentlicht, der behandelt, wie Geschäfts- und Technologieführer die aktuelle wirtschaftliche Unsicherheit navigieren können. Der Bericht hebt hervor, dass Führer inmitten unvorhersehbarer Marktbedingungen, die durch Zölle, Handelskriege, Cyberbedrohungen und geopolitische Spannungen verursacht werden, sich auf vier kritische Bereiche konzentrieren sollten:
- Optimierung technologischer Investitionen und Vereinfachung der Technologie durch Straffung und Modernisierung
- Wert der Marke bekräftigen und Kundensegmente priorisieren
- Exzellenz in der Führung von Veränderungen durch transparente Kommunikation und kontinuierliches Lernen
- Proaktive Risikomanagement über das Unternehmen, das Ökosystem und externe Faktoren hinweg
Laut Sharyn Leaver, Chief Research Officer von Forrester, können Organisationen, obwohl die heutige Volatilität aus mehreren unkontrollierbaren Kräften resultiert, Chancen in der Störung finden, indem sie sich auf die Optimierung technologischer Ressourcen, Veränderungsführung und Risikomanagement konzentrieren.
- Release of strategic guidance report positioning Forrester as a thought leader in business strategy
- Demonstrates strong market understanding and ability to provide valuable insights during economic uncertainty
- No financial metrics or direct business impact disclosed
- Acknowledges significant market challenges and systemic risks affecting their client base
New Forrester research outlines key actions for business and technology leaders to navigate uncertainty and mitigate the effects of global disruptions
As competitors retreat, market opportunities will emerge for those poised to take control. For business and technology leaders to thrive through volatility and come out ahead, they will need to focus on four critical areas. These include:
- Fiercely optimizing tech investments and simplifying technology. This is not the same as ruthless cost cutting, which, when done reactively, often undermines long-term value. Instead, it’s about identifying opportunities to streamline — such as eliminating redundant software and renegotiating to drive greater efficiency and savings. It’s also about reprioritizing — not pausing — modernization plans to be more nimble, secure, and prepared to make the best use of AI and other game-changing technologies.
- Reaffirming brand value and prioritizing customers. Understanding and prioritizing which customer segments to serve will help leaders adjust their brand’s value proposition to reflect volatility shifts.
- Excelling at leading change. To successfully adapt to volatility, leaders must provide confidence and clarity to their organizations. Along with building bidirectional listening strategies and communicating transparently to employees, leaders should cultivate a culture of continuous learning and upskilling.
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Proactively managing risk. More than
40% of business and technology leaders cite economic uncertainty as the systemic risk that they are the most concerned about. While leaders can’t stop volatility from happening, they can manage it by taking a continuous, holistic approach to risk. Forrester recommends managing three sources of risk — enterprise risks tied to their strategy and factors fully within their control; ecosystem risks they can partially control arising from third-party relationships; and external risks they can’t control, including tariffs — and creating scenario plans for addressing each risk type.
“Five years after the pandemic, the business world, in many ways, feels even more tumultuous and unpredictable,” said Sharyn Leaver, chief research officer at Forrester. “Unlike five years ago, when the source of the disruption was a single, unknown pathogen, today’s volatility comes from a myriad of forces beyond leaders’ control. Yet there is opportunity in disruption — even in times like these. By taking charge and refocusing on tech resource and spend optimization, change leadership, and risk management, leaders can prevail where their competitors can’t — unlocking new areas for innovation and growth.”
Resources:
- Read Forrester’s report, “How To Thrive Through Volatility,” to navigate this uncertainty.
- Learn more about how B2B, consumer, CX, digital, security and risk, and technology leaders can thrive in volatile times.
About Forrester
Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, sales, and product functions to be bold at work and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit Forrester.com.
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Ira Kantor
ikantor@forrester.com
Source: Forrester
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