Read this if you are a business owner or an advisor to business owners.
In times of uncertainty, exit planning can be a strong reason to focus on the opportunity in front of you. Instead of waiting for conditions to improve, business owners are often best served by staying active, involved, and focusing their efforts on improving their business. Consider what opportunities you can take advantage of and be ready to succeed when the climate improves.
Assessing risks and strengthening operations
In periods of uncertainty, the landscape shifts—revealing weaknesses, threats, and hidden hazards. How these challenges are navigated can shape long-term outcomes. Will this moment be used to identify, assess, and address these risks?
It is important to view challenging times in the context of a larger, long-term perspective. It presents the perfect opportunity to focus on building resiliency, redundancy, and strength. Unsettled times allow business owners to discover and understand:
- What broke first and why?
- How can you shore it up for better operations in the days ahead?
- What weak spots you didn’t know about are now apparent?
- How can you address those weaknesses?
- How can you leverage existing resources differently to chart a path forward?
Models of priority: The progress of a business
There are various stages or hierarchies of priority in thinking about the progress of a business. Each priority model features bases and pinnacles. The pinnacles of each model are realized in a long-term setting, after the remaining bases have been solidified. While continued development of a clear vision for your business is paramount, dynamic shifts in the landscape call for reassessment of the bases. In the long-term, self-fulfillment manifests from properly executed strategy, but in the near- and mid-term, these various frameworks force strategic planning back to assess and address the base components.
The bases of each model should serve as safe havens for reversion. When facing uncertainty and failure, have you made your base strong enough to redirect your efforts into an actionable plan for the long-term?
Action Planning Pyramid and Value Maturity Index
The Value Maturity Index, broken into five stages, is a stepwise assessment of active exit and business strategy. Inherent in the value acceleration framework are the concepts of resiliency, redundancy, disaster recovery, and actionable planning.
While we may have been fully entrenched in the build phase, setbacks due to dynamic changes in the landscape force us back to protect mode—the assessment and methodical shoring up of weaker points of the operation to protect against future downside risks.
Though this stepwise progression is linear in nature, flexibility and adaptability are paramount in changing course to address the needs of your current state.
When we look at action planning, parallels can be drawn to the various models. Certainly, we are focused on continuing sales, marketing, and customer relationships, but it becomes a question of reversion to meeting the basic needs and serving a client’s pain points rather than beginning ground-breaking efforts.
An uncertain climate forces us to the base, where the focus is on solidifying any exposed areas that have emerged, and likely compounded, by the current challenges. Concerns related to management, metrics, core values, and priorities are the bases in need of coverage.
Maslow’s Hierarchy of Needs

Maslow’s Hierarchy of Needs1 is a well-known motivational theory in psychology that comprises a five-tiered model of human needs, whereby each successive tier must be fulfilled (beginning at the base) before rising to the next tier. It can be used to view similar information from a psychological perspective.
Value acceleration and creating successful outcomes are largely tied to a clear long-term vision. We typically reside in the self-actualization level of the hierarchy of needs when undertaking the high-level view of the framework.
In periods of uncertainty, the emphasis is on adaptability, so there will be less concern with the top levels. Those levels remain available but are not the pressing issue of the moment. If we think about shoring up bases (the protect stage) when viewing this psychological model, our focus is on the “basic needs” level. That is, keeping people (i.e., self, family, and employees) safe and remaining connected for immediate continuity.
McKinsey & Company Event Horizons
Once these bases have been clearly assessed and addressed, the path forward may appear dramatically different. This is when creative solutions to enhance opportunity should begin to take shape. Examples may include newly emerged revenue streams and opportunities, fully integrated systems and dashboards to capture timely decision-making data points, or strategic pivots in your business model to improve navigation in changing environments.
Discover and control in uncertain times
Consider what the period of uncertainty has revealed and ask yourself:
- What existing challenges became more apparent?
- How can these areas be addressed?
- Is this the time to make large investments in the company or the right investments?
Taking stock of your company’s future through the incorporation of lessons learned will bolster value in the long-term by de-risking and developing new opportunities, methods, work, shifts in productivity, and shifts in mentality. That approach also brings lots of questions:
- If there are no early warning signs, why not?
- What should your indicators be?
- What metrics are crucial in identifying the pulse of your current situation?
- What is your business reliant on?
- How can you build information and indicators for rapid shifts in decision-making?
- How strong are your current controls and how integrated are your management and information systems?
To answer these questions, you need to quantify and develop metrics that will aid in the early identification of future challenges, thus increasing your responsiveness with data-driven decision mechanisms. Having your fingers on the pulse of your company and understanding the impact of each input on your strategy will focus your attention on the information that matters most. This allows you to understand, position, and adapt to changes in your business and community environment in a proactive and agile manner. Measurements, forecasts, and dashboards should provide you with regular, valid, and relevant information you can use to take informed action in decision-making.
The importance of look-backs
Historical look-backs during various points of time will allow you to key in on pivotal data indicators and inflection points. When looking at this from an operational view, industry and economic factors impacting your company can serve as corroborating pieces of evidence to further support data metrics analyzed.
- It's best practice to regularly study and update development, pipeline, and reliance metrics for feedback and information discovery with data integrated throughout your operations. This helps avoid lag time in reporting on stale information towards real-time actionable data points.
- Each metric is specific to your business and can be directly mapped back to increases in shareholder value. Understanding these business value drivers will focus your attention and intention on improving in the right areas, while avoiding distracting and less impactful pain points.
- Instead of focusing on precision, build in flexibility and adaptability with scenario- and sensitivity-based criteria to understand changes, implications, and reliance of each input. Understanding these relationships in a broader scheme aids you in quick, impactful decision-making, guiding you toward enhanced value.
Remaining resilient in challenging times
This approach allows an opportunity to fully assess the known and unknown problem areas, weaknesses, perils, and hazards your business may be facing. From that base, you can begin to address these issues to scale effectively with lower overall risk when activity picks up.
Management metrics, core values, and priorities drive resilience for long-term continuity by shoring up the foundation to build for the future. Assembling evidence in troubled times provides an opportunity to capitalize on and fulfill core values. Documenting these decisions and improvements memorializes your decision-making and impact on value enhancement, and serves as a playbook for future events.
What you make of difficult periods through identification, assessment, and addressing newly emerged risk areas provides the opportunity to increase success as the climate rebounds.
Key takeaways
- Stay active during uncertainty: Improve the business now rather than waiting for conditions to recover.
- Identify and mitigate newly exposed risks: Examine what broke first, what weak spots surfaced, and how to shore up operations.
- Reinforce the “base” of the business: Prioritize management practices, core values, metrics, controls, and near-term continuity.
- Measure what matters more often: Build timely dashboards, forecasts, and early-warning indicators to support faster, data-driven decisions.
- Document lessons learned and improvements: Create a repeatable playbook that reduces future downside risk and supports long-term value.
BerryDunn can help
Our credentialed business valuation specialists bring clarity to the complexities of valuation while adhering to strict development and reporting standards. Through our assessments, risk profiling, and benchmarking analyses, we help business owners discover the largest gaps across the company, prioritize the most impactful problem areas to address, and implement changes to enhance business value through continuous improvement. We render an independent, objective opinion of your company’s value in a reporting format tailored to meet your needs. If you have questions about your unique situation, or would like more information, please contact the business valuation consulting team.
1Maslow’s Hierarchy of Needs, Saul McLeod, updated March 20, 2020. SimplyPsychology. www.simplypsychology.org/maslow.html.
2Beyond coronavirus: The path to the next normal, Kevin Sneader and Shubham Singhal, McKinsey & Company, March 23, 2020. www.mckinsey.com/industries/healthcare-systems-and-services/our-insights/beyond-coronavirus-the-path-to-the-next-normal. COVID-19: Briefing note, March 30, 2020, Our latest perspectives on the coronavirus pandemic. Matt Craven, Mihir Mysore, Shubham Singhal, Sven Smit, and Matt Wilson. McKinsey & Company. www.mckinsey.com/business-functions/risk/our-insights/covid-19-implications-for-business.