How to navigate uncertainty | Integrated playbook required to take advantage of adversity Competitive environment Integrated top-line playbook Sensing Support business decisions by understanding customers’/clients’ changing needs and by discerning market trends Select actions Assess spending behavior Forecast supplier prices Evaluate impact of market trends Develop economic scenarios In times of swift competitive moves and rapidly changing consumer Defense Defend the top line by building resilience across the value chain and demand, the ability to see where the functions, and reallocating resources to identified priorities market is shifting becomes an essential element for survival Select actions Renegotiate against volatility Focus sales on high-churn customers Hence the peripheral radar needs to Optimize marketing allocation Shift to less labor-intensive channels be established and augmented This radar serves as a prerequisite Offense Seize opportunity to win market share by investing in capabilities to for every defense and offense expand the top line move of the market Select actions Initiate Voice of Customer program Enhance sales by AI "next best action" Drive personalized communication Apply green premium pricing