I saw a recent ad (somewhere) that used the word “Permacrisis” to describe how many are feeling today. Permacrisis is a period of long suffering, confusion, and difficulty with no apparent end.
And this is indeed how buyers are feeling. While we need to create a safe space for our buyers given the realities, we also need to think differently on how to best serve people in these times – and it’s not by walking on eggshells.
I like the term VUCA, which stands for:
- Volatility
- Uncertainty
- Complexity
- Ambiguity
And as HBR points out, these shouldn’t be conflated into a catch all, e.g., it’s tough out there. Rather, it can serve as a guide to help prospects where they’re at. Here’s a simple 2×2:
