Introduction to this document Current global disruptions and macroeconomic headwinds are creating unprecedented volatility and competitive pressures. Given the unique profile of this downturn, traditional recessionary playbooks are no longer enough. In this BCG Executive This document outlines a new, tailored top-line playbook, Perspectives edition, we providing guidance on how to protect value but also drive look at how to turn growth in the next downturn. To thrive, organizations will uncertainty into an need to gain visibility on market shifts, safeguard value in the short term, and invest in seizing competitive advantage advantage and win market in the long term. Our integrated approach, therefore, share balances three key dimensions: sensing, defense moves, and offense moves. This playbook provides an array of concrete actions, across marketing, sales, and pricing, from which organizations can develop their own custom toolkit. Best-practice examples illustrate how clients have successfully navigated prior uncertainty. Source: BCG Resilient Pricing Study, September 2022