Businesses tend to perform better in times of stability and continuity. Today, however, we live in a world of perpetual uncertainty, which means the future is becoming more difficult to anticipate. How can businesses achieve sustainable, meaningful growth in this environment?

I set out to explore what businesses should be doing to ensure that uncertainty becomes a growth opportunity. The result is CTRL+ALT+CHANGE – a report that helps marketers to understand:

  • What growth means in context of the times we live in today.
  • The opportunities that exist in the same spaces as challenges.
  • How to plan for sustained growth using a ‘future > back’ approach.


There are five key takeaways from the report:

  1. Sustained earnings growth is the key challenge. Brand purpose should not distract, but be used to unlock profit.
  2. Marketing excellence is vital to implement strategy successfully and maximise growth.
  3. Brands are not self-sustaining assets. Efficiency is a lower priority than effectiveness.
  4. Plan using a future > back approach. Embrace risk and build in flexibility.
  5. Transform. What got us here will not get us to the future. What do we need to do to ensure that we remain relevant?



Find out how we can help, demo our products and get more information about our global cross-sector experience.


If you think you have what it takes to make a difference at Gain Theory, please check out our careers page.
© Gain Theory 2023. All rights reserved.