2022: The year of uncertainty. And your opportunity.

2022: The year of uncertainty. And your opportunity.

Supermarket shelves empty. School holidays extended. Cyclones tumbling about. England hanging in for a draw. Betty White leaving us. 

2022 has been a wild and unpredictable ride already. And we’re only eleven days in. 

But after the last couple of years, why would we think this year would be any different? And this is good.

Uncertainty presents a huge opportunity for switched on eCommerce businesses and superstars. 

In 2020 businesses sought stability. The economy threatened to collapse, teams fled to WFH and the way we shopped changed forever. This was true survival mode.  

In 2021, many businesses fully reset. Endurance was key. New ways of working embedded, new systems established and this established the ‘new normal’. It was exhausting but needed. 

And what now in 2022? 

I believe businesses who embrace the creativity in uncertainty will thrive.

“When nothing is sure, everything is possible.” Margarot Drabble

I don’t know about you but I don’t want another year of “surviving”. Because the world isn’t stopping. The last two years has seen a massive shift towards online retail, established new systems of money and had new customer shopping patterns explode. 

You can’t afford to just “survive”. Embrace the uncertainty and find the opportunities. So what does this mean for you? I’ve got three thoughts on how you can use uncertainty to drive growth… 

  1. Share your assumptions (ie. guesses). Tried forecasting and budgeting in this climate? It’s near impossible. While you still have to do it, call out what are assumptions rather than facts. Assumptions tell a story but are open to change based on uncontrollables. Don’t hide your assumptions, yell them from the rooftops so everyone is on the same page. This gives you permission to adapt throughout the year. 
  1. Develop creative options. It may sound silly but it’s time to slow down decision making. Be deliberate and creative. Involve your team to help you think of new ways to approach problems – new and old. Offer ideas out to the wider team. And don’t be precious about them. The activity is in the sharing not the adopting. You can be a real asset to help shake your business from “survival mode”. 
  1. Get deep. Interested in NFT’s? Dive deep and fully understand them. Same goes for new sustainable products, short form social video or modern in store experience. Whatever gets you excited and signals a big step change, dive in. Make experiments. Share. Connect with others. It’s time to move you and your business forward. 

I don’t know about you but I am pumped about the uncertainty. Opportunities galore.

Here’s to a big, exciting and uncertain 2022! 

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Author avatar
Nathan Bush
Nathan is a director at eSuite. He is an eCommerce strategist who has operated in the retail trenches as well as being a consultant and agency partner. Nathan has been named Top 50 People in eCommerce four years in a row and hosts the Add To Cart podcast.
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