Failure to do so can result in negative consequences for businesses: such as losing market share, declining customer satisfaction and struggling to meet financial targets. To address these concerns, it becomes imperative to identify the root causes of the chaos and prioritise efforts and resources accordingly.

Ongoing uncertainty in global markets – including the geopolitical issues, such as the war in Ukraine, economic fluctuations and technological advancements – have intensified the need for businesses to cut through the chaos and navigate the influences of change. Startups, in particular, operate in highly dynamic and competitive environments and there are numerous challenges in getting off the ground and bringing their products or services to market. While it has never been easier to launch a startup, at the same time it has never been more difficult to monetise products and gain traction particularly in crowded sectors. Additionally, startups are often operating with restrictions on their resources, so knowing where to focus their efforts is incredibly important.

To address this, at The Team we have a five key question framework to help businesses navigate chaos and create a solid foundation for survival and growth. These questions serve as valuable tools for gaining insights, developing strategies, and facilitating decision-making processes:

What is the chaos the business is experiencing?

Defining the chaos that a business is experiencing is the crucial first step. Just knowing that something isn’t right isn’t enough: without understanding the specific causes and impact of the disruption, it is impossible to address it effectively. By identifying the root causes of chaos, businesses can start developing strategies to resolve the issues at hand.

How is that chaos presenting itself?

Recognising the visible signs and symptoms of chaos is essential. Is it affecting operations? Is the problem within customer interactions, such as getting customers on board only to quickly lose them? There are many options but understanding how chaos manifests within a business provides deeper insight into its underlying causes. This understanding is critical for developing targeted solutions.

How can you tell it's genuinely a problem?

This question is how we get to the real critical thinking and evaluation that’s needed. Businesses have to assess the significance and urgency of the chaos they face before leaping into action and making changes. By evaluating the implications on performance, competitiveness and long-term sustainability, they can determine the extent to which the problem needs to be addressed and how to prioritise efforts and resources.

Why does it need to be addressed now?

Businesses must recognise the immediate and future consequences of inaction or action, because addressing chaos in a timely manner is incredibly important. By identifying disruptions within their value chain and capitalising on opportunities for improvement, they can take proactive measures to avoid further deterioration. Constantly assessing that value in the context of a changing value chain is critical, particularly for startups.

How can we reframe this problem into an opportunity?

For us, it’s important to shift a businesses’ perspective to viewing any chaos as a potential opportunity rather than solely a negative force. Encouraging creative thinking - aligned with critical thinking - means businesses can identify innovative solutions that will transform chaos into a competitive advantage or a new avenue for growth. Reframing the problem helps businesses harness their potential for success.

In the context of chaos and strategic transformation, one example is The Team’s work on Heathrow Airport. The chaos they faced was increasing competition from other European hubs, along with capacity constraints and changing customer expectations. By reframing chaos as an opportunity, The Team guided Heathrow to focus on ‘progress’ as their central idea. This allowed them to develop strategies to enhance the passenger experience, improve service and differentiate themselves in the market. Through a clear positioning and a value proposition centred around progress, Heathrow was able to realign its value proposition, enhance its operational efficiency, and deliver a superior airport experience.

The five-question framework enables businesses to collect incredibly helpful insights, navigate change effectively and develop strategic plans of action. A clear understanding of the problem at hand will allow a business to make informed choices and take necessary actions. For startups, it’s even more important to identify the root causes of chaos, so they can prioritise their efforts and resources effectively to build a strong foundation for growth.

In times of uncertainty, the businesses that proactively address chaos will be the ones that are able to adapt to changing circumstances and transform challenges into opportunities. These will be the business that will be the brands that are well-positioned for success.

Remember: chaos is not an insurmountable obstacle but a catalyst for growth and innovation - when approached with the right mindset and strategic planning.