Executive Summary | Winning market share in a downturn This downturn cycle is different with relatively high supply chain pressure, high oil prices, and high inflation, combined with relatively low unemployment and medium interest rates. We see a polycrisis Why a new unfolding, with a unique combination of economic and noneconomic shocks entangled at the same approach time, creating increased uncertainty and volatility is required Against the uniqueness of this crisis, having a pure focus on cost will not be sufficient With every crisis comes opportunity, but to seize that opportunity, companies need to invest. Smart leaders invest in digital capabilities to grow market share and build customer loyalty in times of high volatility Our new top-line framework helps companies thrive through this polycrisis and future downturns, building on specific approaches around sensing, defense moves, and offense moves How to win SENSING: Establish a peripheral radar to ensure visibility into what is happening in the market and to market assess the impact of any defense and offense moves share in a DEFENSE:Safeguard against volatility and maintain market share through defense levers to stabilize downturn the top line and protect value – mandatory for each company entering this downturn OFFENSE:Unlock a unique opportunity to win share through a keen focus on each step of the customer life cycle and an integrated top-line program cutting across marketing, sales, and pricing (e.g., Beiersdorf case study)