Time to Grow Market Share
“Don’t let a good crisis go to waste.”
— Rahm Emanuel
Periods of crisis are rare opportunities for companies to differentiate themselves from competitors and grow their market share.
The decisions and investments made during a crisis often determine who emerges from the turbulence as a winner. Although the first instinct may be to retreat into a defensive position, history and best practices show that bold action during uncertain times can create a lasting competitive advantage.
A Crisis Reveals Strengths and Weaknesses
A crisis acts as a catalyst—it forces organisations to accelerate changes they may have postponed during more stable times.
It is also an excellent stress test because it exposes the organisation, magnifying both its strengths and weaknesses. It reveals whether your management system is complete and resilient.
Do you have a management calendar with the necessary routines to keep the entire team prepared to adapt? Which strategies, processes and teams are genuinely effective—and which are not? How have your teams been assembled and supported, and how clearly are their roles defined?
During a crisis, many companies discover that their existing ways of working have become overly simplistic, inefficient or no longer create value. Instead of hiding these weaknesses, use them as indicators of what needs to change. Turn them into strengths and reinforce the foundations of the business.
A crisis usually also requires companies to consolidate their resources. In this situation, clarity about priorities becomes essential.
Organisations often discover that weak or unnecessary activities have only been holding back their development. A crisis is therefore an ideal moment to stop doing work that does not create value.
Creating clarity for the coming year is important, but it is not enough. When the environment around us changes rapidly, our goal-setting rhythm must also change. Annual planning needs to be supported by quarterly priorities.
The Journey to Market Leadership Begins with Courage
Crises can feel intimidating, but they also create new opportunities to strengthen your position in the market. Taking advantage of them requires leaders who have the courage to make decisions and accept risks that might appear too great under normal circumstances.
A crisis is also a time when customers begin looking for new and more flexible solutions. Leaders who understand their customers’ changing needs and respond to them more quickly can build long-term loyalty and secure a stronger market position.
Customers remember who helped them through difficult times.
Crises also accelerate innovation. Many successful companies, including Airbnb and Uber, were founded during periods of economic uncertainty.
Innovation does not always require major investment. It often begins with small but strategic steps—optimising costs, implementing digital solutions or targeting a new market segment more precisely.
The key is to focus on what creates real and lasting value.
How Can You Keep Your Team Focused?
A strong and united team is one of a company’s greatest advantages during a crisis.
The leader’s role is to create clarity and communicate a vision that inspires people. Open communication, regular feedback and transparent decisions are essential for helping the team maintain its focus and commitment.
A crisis also provides an opportunity to develop the team’s capabilities and grow the next level of leaders.
To turn growth opportunities into reality, organisations must invest in their people—train the team and provide the support and tools they need to perform at their best in difficult circumstances.
The current period of instability is an excellent opportunity to make your company more agile, competitive and innovative.
Doing so requires a leader who can move beyond fear, make decisions quickly and inspire the team.