Why strategy under high levels of uncertainty can be thriving

Prediction lies at the heart of every process of planning and strategy. It is essential for any organization. However—as we are experiencing right now—there exist situations where we are far from being able to make predictions even for the next few weeks. This article develops four levels of uncertainty and shows how we might deal with what the authors refer to “residual uncertainty”. Interestingly, level 4 uncertainties (i.e., the highest level of uncertainty) — in many cases — offer higher returns and lower risks for companies seeking to shape the market…

https://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/strategy-under-uncertainty