Present and future at the same time
For Deloitte’s CEO, the complexity of the market precludes unilateral strategic views. It takes a combination of dynamism and flexibility in a structured way to keep up with the changes.December 2019 | February 2020
The image of an ocean liner has long represented the difficulties of large corporations in adjusting their routes. It’s still real, but it’s worn out – and, ideally, it must be left behind. Indeed, even today, many strategic decisions are made as if there were only two options: moving forward when the economy is doing well and slowing down to adjustments when the economy retracts. Reviews done during downturns have the benefit of delivering more efficient business to the times of boom. However, there is too much complexity in the market to continue operating like this. The longevity of companies depends on a structured, dynamic and flexible strategic vision that alternates looking to the future with a more immediate vision, almost simultaneously. Short and long terms are thought together and are under constant review. This opens up another alternative: growing regardless of the economy – or in accordance with it.
Balancing various assumptions and securing strategies that fit into what comes are delicate exercises that require very fine adjustments. This theme is very much explored in this issue of Mundo Corporativo. To help point the way, Deloitte has also released “Brazil’s Agenda 2020”, a truly comprehensive survey, with companies that, together, make up to a revenue equivalent to about half of Brazil’s GDP. These decision-makers predicted investments for different scenarios that could unfold in 2020. Most are optimistic. There are investments to be made on any horizon, such as in technology and training, and others, such as expanding production units and hiring more, that should get off the ground if the best scenario materializes.
Anticipating short, medium and long terms and planning for them is key. Added to this task now is the possibility of improving the route along the way. Deloitte is committed to helping drive market transformation. In Brazil, we have resilient businesses, and the recent crises have only reinforced this ability. Disruptions around the world, however, continue to gain body and speed. We will develop then, more than ever, the ability to change.
Deloitte Brazil’s CEO