How should I determine next steps for my business in areas where I am experiencing uncertainty?

by: Michael M. Ralph | Business Consulting, Legal Services

Uncertainty is constant in business, and the key is building a decision framework that turns “unknowns” into manageable actions. Here’s how you can approach it systematically:

1. Clarify the Source of Uncertainty

Identify what kind of uncertainty you’re facing:

• Market (e.g., customer demand, competition, pricing)

• Operational (e.g., staffing, supply chain, technology)

• Financial (e.g., cash flow, funding, margins)

• Regulatory or Compliance (e.g., ADA, cybersecurity, tax laws)

Defining the category helps narrow where to focus your analysis.

2. Gather Targeted Information

Rather than waiting for perfect clarity, gather enough data to make an informed decision.

• Talk to peers or mentors in your industry.

• Review recent trends or reports.

• Survey your customers or team for direct input.

• Benchmark against competitors or market averages.

  
  

Even small, timely data points can make uncertainty much more concrete.

3. Scenario Plan

Sketch out 2–3 likely outcomes:

• Best-case scenario – What happens if things go better than expected?

• Most likely scenario – Based on current facts, what’s probable?

• Worst-case scenario – If things go south, what’s the impact?

Then identify your “trigger points” — what signs or metrics will tell you it’s time to shift course?

4. Start Small, Test, and Measure

If possible, pilot your next move before committing fully.

Example:

• Test a new service with 10 customers before rolling it out company-wide.

• Run a limited ad campaign before increasing budget.

• Implement a new tech tool for one department first.

  
  

This lets you gather results without major risk.

5. Use a Decision Matrix

When choices feel equally uncertain, rank them by:

• Impact (how much potential benefit it has)

• Effort or Cost

• Confidence (how sure you are about the data)

Pick the option with high impact, manageable cost, and reasonable confidence.

6. Consult Experts and Advisors

Don’t hesitate to seek outside perspectives — accountants, legal advisors, cybersecurity experts, or business consultants can help clarify blind spots quickly. (We can be a big help in most of there areas.)

7. Document and Reassess

Write down your assumptions, what you decided, and why. Then schedule a review date (e.g., 30 or 90 days) to see what’s changed. This helps you pivot faster next time.

Thank you for reading.

https://blog.hubspot.com/marketing/competetitive-analyis-kit