Turbulent times? Or the perfect moment to step on the gas?

As an entrepreneur, you only have two choices when faced with turbulence: bury your head in the sand or accelerate and seize opportunities.

As tempting as it may seem to play it safe when the world around you is in turmoil, true innovation arises when things get exciting.

Marco Coolen, photo © Bart van Overbeeke

Turbulence causes paralysis... or acceleration

Geopolitical tensions, fluctuating markets, and new regulations: uncertainty is a reason for many entrepreneurs to keep a tight hold on their finances. Significant investments are postponed, projects are put on hold, and innovation suddenly feels like an unnecessary gamble.

However, history shows that times of uncertainty are often when the most significant acceleration occurs. It is precisely when others are putting on the brakes that you can move forward.

Why investing in R&D is smarter than ever

Research indicates that companies that continue to invest in R&D during uncertain times tend to perform better in the years that follow. They already have new products, services, or processes ready to go, while the competition is still getting started.

It is essential to realize that investing in innovation does not necessarily mean spending millions right away. Small-scale experiments, smart digital applications, or collaborations with partners can be surprisingly effective.

Consider, for example:

✔️ Creating a prototype instead of immediately building a complete production line.

✔️ Testing digital optimizations before overhauling physical processes.

✔️ Collaborating with knowledge institutions or startups to spread the risk.

Why accelerating now pays off

When the market comes to a standstill, opportunities arise:

• Less competition: others are waiting, you are taking steps.
• Gain market share faster: new solutions get attention more quickly.
• Better access to talent: Since others are scaling back their innovation programs, you can attract top talent more easily.
• More bargaining power: partnerships and deals are often easier to close in quiet times.

In short, while the world is hitting the brakes, you can secretly build up a considerable lead.

Stepping on the gas doesn't have to be reckless

Of course, you must continue to think smart. You don't have to spend your entire budget at once. But your mindset should be focused on movement, not stagnation. Innovation in uncertain times is about making wise choices: start small, learn, adapt, and scale up when the time is right.

Taking risks is less dangerous than standing still

Currently, innovation presents the greatest opportunity for growth and success. While others are cautiously standing on the sidelines, you can set the course.

So dare to step on the gas when things get exciting. Not recklessly, but purposefully. Take small steps that prepare you for big leaps.

Because when the fog clears, it won't be the entrepreneur who played it safe who comes out on top. It will be the one who dares to keep moving.