Cheryl Strauss Einhorn argues that in our current era of “perma-crisis,” waiting for stability is a flawed strategy. When landscapes shift rapidly, traditional decision-making tools often create an illusion of control while obscuring emerging risks. To lead effectively, one must employ strategic questioning to reframe risk and spark creativity.
1. The Durability Filter: Long-term Logic vs. Short-term Pressure
The question “What decision today will still make sense a year from now?” acts as a safeguard against reactive choices.
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Strategic Insight: Leaders often face pressure to solve immediate problems at the expense of future health. By focusing on durability, they prioritize resilience over quick wins.
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Application: Instead of slashing vital long-term initiatives for temporary margin gains, leaders identify and preserve high-value assets while restructuring less impactful areas.
2. Meaning-Making: Decisions as a Leadership Mirror
The prompt “If this decision were a lesson in leadership, what would it teach?” shifts the focus from problem-solving to intentional character-building.
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Strategic Insight: This question challenges leaders to consider the “story” they are writing. It is about values, courage, and transparency.
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Application: Choosing to delay a high-stakes launch to address ethical concerns, as seen in Raj’s case, may miss a milestone but builds unshakeable internal and external trust.
3. Strategic Reframing: Moving from “Storms” to “Climates”
Asking “What if this isn’t the storm—what if it’s the climate?” fundamentally changes how a business prepares for the future.
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Strategic Insight: If volatility is the new normal, the goal is no longer “recovery” but “endurance.”
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Application: This mindset shifts leaders away from waiting for things to “go back to normal” and encourages them to build flexible systems that thrive under continuous pressure.
4. The Opportunity Cost of Hesitation
The final question, “What’s the cost of waiting?”, confronts the hidden dangers of inaction.
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Strategic Insight: In a volatile environment, perfect clarity is a myth. Waiting for “more data” often results in lost momentum and missed innovation windows.
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Application: Leaders move from a fear-based delay to opportunity-focused action, weighing the risks of moving too soon against the often greater risk of moving too late.