So much work is done by companies to plan for the future. But what if the real work is preparing for multiple futures?

When we think about strategy, we often like to imagine the future as a fixed destination that we are rapidly moving toward. But in reality, the horizon shifts. Markets fluctuate. Technologies evolve in unforeseen ways. And when that happens, the assumptions that once anchored us in a confident strategy, suddenly become weights that drag us down.

Every organization has them. They’re not dramatic, and they don’t announce themselves—but they slowly eat away at resources, energy, and focus.

I call them zombies: slow-moving, brain-draining projects, processes, or expenses that no longer add real value but continue shambling forward because “that’s how we’ve always done it.”

Innovation always carries uncertainty. New ideas promise growth, but they also bring unknowns about cost, timing, customer response, and execution. In times of market turbulence, those unknowns can feel so heavy that organizations stop moving altogether.

The truth is, there is no way to eliminate 100% of the risks when it comes to innovation – but that doesn’t mean we should be flying blind either. You don’t need perfect foresight; you just need the right visibility, early enough to act.

Here are 5 practical steps to reduce the risk of hidden vulnerabilities derailing your next launch…

Chasing the latest trend might get you some cheap reach. But it also teaches your team to prioritize speed over substance, volume over value, and attention over alignment. You start making decisions based on what’s hot, not what’s right for your brand. And over time, your identity starts to blur.

The strongest brands don’t chase noise. They set the tone.