But tough markets don’t scare leaders. They sharpen them.
Budgets are tighter.
Clients are cautious.
Decision-making is slower than ever.
And the headlines? They’re not helping.
It’s tempting to shrink. To play safe.
But that’s exactly how you blend in with everyone else.
The market is separating the reactive from the strategic, the forgettable from the remarkable.
Your job? Be the lighthouse.
Steady. Visible. Showing the way forward.
Now’s not the time to hustle harder or spin in circles.
It’s time to get clear, smart, and intentional.
Here are four strategic shifts I’m seeing the smartest people in business make right now – whether they’re running a consultancy, building a coaching practice, or leading inside a corporate role:
1. Laser in on your A-grade clients
This is not the season to please everyone.
Ask yourself: Who are the A-graders?
The clients who show up, do the work, respect the process and become raving fans.
The ones who energise you – not drain you.
If you’re in corporate, same question applies. Who are the internal partners or stakeholders who bring energy, influence and results?
Make a list of your top 3 “A-grade” relationships. Ask yourself;
- What made them great?
- How can your messaging, outreach, or presence attract more of those?
2. Stack Your Value
Most people think a tougher market means it’s time to discount. It’s not.
The businesses cutting through right now?
They’re stacking value, not cutting prices.
They’re making it an easy, obvious yes to work with them without compromising profit or pride.
I look for the “magic pills” – small, powerful value-adds that elevate the offer. In my world, that might be behind-the-scenes tools, fast-win resources, or direct access. For you, it could be tailored insights, priority access, or a bonus review session.
Discounts dilute. Value compels.
3. Build Recurring Revenue
When the pandemic hit, I lost 80% of my revenue almost overnight.
After the initial panic (and a decent cry), I got to work and created what’s now become my Elevate mastermind.
Recurring revenue saved me.
If you run your own business, look for ways to turn your brilliance into repeatable, recurring offers.
If you’re in corporate, the principle’s the same – build systems, wins and momentum that make you indispensable.
4. Repackage Your Brilliance
Sometimes the market doesn’t want the full six-month, big-ticket solution. Not right now, anyway.
But that doesn’t mean you shrink.
It means you get smart with delivery.
I’ve worked with clients to unbundle what they do into shorter, more accessible outcomes – bite-sized brilliance with immediate payoff.
In a corporate role? You might need to break a complex project into faster-delivery wins to gain traction.
The key is this:
The value is in the problem you solve – not the packaging.
Waiting for the market to change isn’t leadership.
Making small, strategic moves that keep you visible and valuable? That’s how you stay ahead.
Pick one of these four shifts and act on it this week:
→ Audit your client list
→ Add a “magic pill” to your offer
→ Refresh your product suite
→ Repackage a project for faster buy-in
Small, consistent moves will keep you rising – even in a tougher market.
Janine x