How tech leaders can navigate uncertainty: Gartner proposes business growth framework 

6 Mins read
Leading Now

In today’s ever-evolving business landscape, leaders face unprecedented levels of uncertainty that can disrupt even the most well-established organizations.

This article delves into the crucial topic of leading in times of uncertainty and presents the ‘Leading Now’ framework, a powerful solution by Gartner in its report titled ‘Leading Now: When Uncertainty Upsets Business as Usual.’ The framework equips high-tech leaders with the necessary tools and strategies to navigate the challenges presented by uncertain markets.

The need to embrace a transformative leadership approach.

Recent research reveals significant findings that underline the urgency for high-tech leaders to adopt a new leadership paradigm. Three out of four leaders in the high-tech sector anticipate ongoing economic challenges within the market. This prevailing uncertainty necessitates a leadership approach that goes beyond traditional strategies.

Furthermore, an overwhelming 72% of leaders express their determination to achieve revenue growth despite the uncertain environment. To accomplish this ambitious goal, leaders must rely on their adaptability, execution prowess, and ability to respond effectively to market fluctuations.

Hence, leaders are urged to adopt a proactive approach and mobilize their organizations by focusing on transformative actions and change that re-establish competitiveness, revenue plans, and market positions. Embracing a mindset that actively seeks out new opportunities and responds swiftly to changes becomes essential in such uncertain times.

‘Leading Now’ in Uncertainty for Business Growth

As high-tech product leaders, business leaders often face dynamic changes and uncertainties that make it challenging to achieve their strategies and goals. These changes can come from factors beyond their control, like shifts in the economy, government policies, and global events. When these uncertainties arise, high-tech leaders might feel the need to play it safe by cutting costs, hoarding cash, and focusing on immediate revenue. While these actions help protect the business, they don’t set the business up for future growth. To truly embrace growth, leaders need to adopt a mindset of resilience and forward thinking.

That’s where the ‘Leading Now’ framework comes in. It’s designed specifically to help navigate uncertainty when you can’t control the conditions around your business. In this framework, you learn to connect your actions with the economic landscape, competitive forces, and market conditions. By making these connections, you can chart a path that not only delivers results today but also positions your company for a successful future. The framework provides you with a set of steps to follow and key questions to ask yourself as you face challenges and changes. With this guidance, you can stay on track, ready to seize opportunities and achieve growth and success in the ever-changing high-tech industry.

Gartner Report on business growth

Recommendations for high-tech leaders

As high-tech product leaders, it’s crucial for you to navigate the ever-changing landscape of uncertainty with confidence and strategic thinking. To help you in this endeavor, there are three key recommendations that you can follow to steer your organization toward success.

Let’s explore them:

A. Know your position.

The first step is to assess your position by understanding your strengths, execution capabilities, and the market conditions you operate in. By taking the time to evaluate where you stand, you can make informed decisions about your strategies and goals.

It’s important to consider factors like your expertise, resources, and market trends to determine your competitive advantage.

Assessing your execution capabilities means understanding how well you can turn your plans into action. It involves evaluating your team’s skills, technology infrastructure, and operational efficiency. By knowing your strengths and weaknesses, you can identify areas for improvement and allocate resources effectively.

Develop responses to the following questions:
- What is your position about customers, the market, and competitors?
- How effectively does the organization operate and execute strategies and plans?
- How competitive is your product and solution position compared to current customer values, competitors, and alternatives?

Market conditions play a significant role in your success. You need to analyze factors such as customer needs, industry trends, and competitor landscape. This knowledge helps you identify opportunities and challenges, enabling you to make informed decisions about your product development, marketing strategies, and customer engagement.

Gartner Report on business growth

Source: Pexels

Recognize that uncertainty inherently undermines routine strategies, conventional assumptions, and rule-of-thumb approaches. Avoid addressing unique challenges with generic frameworks by examining all business units and functions. Adopt a broader perspective beyond sales, marketing, or products alone. Do not assume that leaders within the organization who specialize in high-tech sectors share the same perspectives on uncertainties and challenges. This step should involve a diverse group representing the entire organization. Evaluate the following core factors:

  • Market-based data provides quantitative measures that can be tracked over time. Take a comprehensive view of market-based data, encompassing market share and consideration rates. Compare performance against peers rather than solely relying on comparisons with your own company’s past performance.
  • Voice of the customer ensures that feedback is recent and reflects the opinions of current, new, and potential customers. It should incorporate input from customers who are actively using the solution, rather than just those involved in its purchase or implementation.
  • Competitive analysis and assessments should extend beyond commercial aspects like price and performance. Include qualitative intelligence on market perception and the future desirability or value of your solutions.
  • Analyze marketing messages and actions to understand how you and others are communicating with the market. Pay attention to comparing your value proposition against competing solutions, monitor changes in competitor messaging, and evaluate thought leadership and other positioning strategies for the future.

Gartner Report on business growth

Extra Tip:
Look for signs like when a company sells off parts of its business, merges with another company, or cuts jobs. These signals can tell you where the competition is at.

For example, when a company sells off parts of its business, it may mean they want to focus on certain areas or are facing financial difficulties. When companies merge with or acquire other companies, it can show their efforts to expand and strengthen their market position. On the other hand, when a company cuts jobs, it could be a sign of cost-cutting measures or restructuring.

By paying attention to these signals, you can gain insights into the company's strategy, financial health, and competitive position.

B. Pressure-test your business outcomes.

To ensure the success of strategies, it’s important to break down assumptions and evaluate actions. You should critically analyze your plans, initiatives, and goals to determine their feasibility and effectiveness.

By pressure-testing your business outcomes, you can identify any gaps or risks that may hinder your progress.

Develop responses to the following questions:
- Are your assumptions based on solid data and insights?
- Are your actions aligned with your overall goals?
- Are there any potential obstacles or market changes that could impact your plans?

By evaluating your actions, we can identify areas that require adjustments or realignment. It’s essential to remain agile and adaptable, willing to make changes when necessary. This process helps you to stay proactive and ensures that your strategies are on the right track.

C. Plan and mobilize the organization.

Mobilizing and redirecting the organization toward a new direction empowers product leaders and the entire organization to take control of their future. To achieve this, it’s important to refocus resources and priorities based on a thorough understanding of the challenges revealed during the pressure test. This involves prioritizing and working towards the best possible future given the current circumstances.

When developing plans, adhere to the following guidelines:

  • Start by clearly defining the challenge in a way that everyone can recognize. Incorporate this challenge into the plan to foster a shared understanding of action. Avoid simply restating a desired goal as a challenge.
  • Analyze before planning. Don’t address today’s challenges based on outdated models. Be cautious about relying on familiar plans and actions, as past success doesn’t guarantee future results. Consider the current context in which the challenge exists.
  • Base opinions on facts and utilize the insights gained from the pressure test to gather reliable information about the challenge and potential solutions. Combine personal opinions and experiences with internal and external market insights to strengthen decision-making.
  • Take action to stop activities that result in losses. Challenging times call for multiple actions to preserve cash, capital, attention, and energy. This may involve divesting products, adjusting product development, shifting sales focus, and more. Clearly understand the connection between the current context and the associated losses.
  • Avoid turning planning inward and instead include customer perspectives and needs. Uncertainty affects customers, competitors, and others, so extend actions that enhance customer value and help them grow their revenue.

Gartner Report on business growth


In uncertain times, high-tech leaders face the challenge of growing revenue while the economy is at risk of recession. To succeed, leaders need to focus on executing important actions for the present and future, adapting to the current situation rather than clinging to old ways. The ‘Leading Now’ framework guides navigating uncertainty and its unique challenges.

‘Leading now’ means taking proactive steps towards the future, rather than dwelling on past mistakes. Relying on the past leaves the company vulnerable to uncertainty and doubt.

By leading now, leaders can create success in the near term and prepare for the future economy.

Source: Gartner

Read the full report here.

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