This is the biggest risk a company can take in the age of AI

It feels like a “hit-the-brakes” economy, with warning lights flashing everywhere: inflation pressures, AI disruptions, upside-down business models, and a persistent sense that some new market surprise or geopolitical tempest is waiting around the corner.

Given these congested, conflicting signals, the instinct for many business leaders is to slow investment, tighten spending, and wait for more clarity. But how companies slow down can make the difference between paying a performance penalty and gaining a performance premium.

Our research shows that organizations that keep transformation moving during peak uncertainty significantly outperform their wait-and-see peers. These winners treat turbulence as an opportunity, not something to survive. They build the internal ability to adapt and maneuver through rapid change—aligning tightly on direction and executing with disciplined speed and timing. 

The transformation divide

At first glance, it’s easy to understand why caution during chaos feels like the C-suite’s most responsible strategy. Corporate governance has long rewarded predictability, with capital commitments tied to clear forecasts that draw on the comforts of historical data and proven growth levers. When markets turn volatile, the instinct is to treat uncertainty as a red light—a signal to slow innovation and investment until, say, interest rates settle, supply chains stabilize, and overall business fundamentals get back to “normal.”

But then “normal” hasn’t shown up for a board meeting in a decade.

Instead, business cycles move ever faster, planning timelines compress further, AI generates opportunities and risks at unprecedented speed, and competitive advantages are now won—and lost—in months, not years. In this environment, waiting is no longer a do-no-harm fallback. It’s an active strategic decision that carries financial consequences.

And we don’t have to guess what those consequences look like. When we analyzed how 1,800-plus U.S. public companies navigated the pandemic’s significant upheaval, the divide was unmistakable. Organizations that accelerated transformation during this uncertainty delivered 4.4 times higher total shareholder returns and nearly three times the revenue growth compared to companies that took a cautious approach.

Pacing vs. perfection

The companies pulling ahead understand the difference between activity and outcomes. Activity is throwing effort at uncertainty and hoping for the best. But impactful outcomes come from intentional maneuvers—strategic choices about where to slow down, where to invest, and where to push, even when visibility is limited.

Think of the Formula One driver navigating a high-speed, blind corner. They don’t pull over to get a full view of what’s on the other side. They tap the brakes, find their line, and then accelerate into the unknowns ahead. They win by trading perfection for strategic pacing and just-in-time momentum.

When we looked at the data behind the transformation divide, the organizations successfully pulling ahead shared a distinct, outcomes-focused mindset. To move fast without crashing, these winners bypass the traditional corporate guardrails of “certainty.” They understand that informed direction, not absolute precision, is the real difference-maker.

Translating that approach to the enterprise requires a practical set of moves that focus on value, orchestration, technology, and culture. We identified four that consistently separate organizations that extend their advantage during uncertainty from those content to spin their wheels:

• Fund results, not schedules. Tie capital directly to measurable wins, and stop funding initiatives just because they were on the calendar.
• Replace consensus with trusted adaptability. Speed dies in the search for total agreement. Align on direction, name clear owners, and give them the authority—and accountability—to drive decisions.
• Reimagine the workflow with an AI-native mindset. You can’t automate a mess. Winners simplify how the work gets done while using AI to make processes faster and more productive.
• Cultivate a bias for action. Empower teams to adjust in real time and make decisions based on good-but-not-perfect data.

Do these active movers make mistakes? Absolutely. Moving without a perfect forecast guarantees a few missteps. But they accept those bumps as the price of agility—and they recognize that hesitation is far more costly.

The cost of caution

The warning lights on the C-suite dashboard aren’t malfunctioning. They’re the new baseline. The pandemic was certainly a singular shock, but business volatility didn’t start in 2020. It’s been rising for a decade. And now, the pace of AI advancement is turbocharging that volatility faster than ever.

The verdict is clear: Winners don’t wait. They embrace turbulence, rather than hiding from it. They move with discipline and enough clarity to act, then adjust as conditions change. And they understand that expecting a return to “normal” is a strategy for a world that no longer exists.

In a market screaming “hit the brakes,” the biggest risk is standing still.