If you're a CEO right now, you’re in the thick of it.
The macro environment is unstable. Customers are cautious. There’s a barrage of hard decisions to make. And the responsibility to guide your company through it all is ultimately yours. That’s the job, but knowing that doesn’t make it easier in the moment.
I’ve been there.
Over fourteen years leading Coupa—from the aftermath of the financial crisis through IPO and a take-private transaction—I felt the weight of that responsibility across multiple market cycles. And one thing I learned was that great leadership becomes harder, and more critical, when times are uncertain.
This isn’t a playbook you’re reading. It’s just a set of principles, steadying reminders for those uncertain times—like right now. I hope it helps:
1. Establish Communication Channels
Your employees, customers, investors, and other stakeholders want to understand how the evolving economic situation affects them. Now is the time to ensure you have regular communication rhythms in place for both initial and ongoing updates. For example, this might include an all-hands meeting in the coming days, followed by weekly emails (from you, the CEO) focused on the economic landscape and its impact on your company.
2. Speak
During times of significant uncertainty, people naturally prioritize their own well-being. Your messaging should demonstrate empathy and provide reassurance. Highlight the strengths of your company that offer a sense of stability, such as your cash position, financial runway, customer base resilience, limited global exposure, or the enduring strength of your long-term vision.
3. Listen
Uncertainty often impacts people emotionally as well as intellectually. Many may carry deep concerns about their financial stability and that of their families. As CEO, it’s essential to truly hear those concerns. Simply being a compassionate listener can have a profound impact. Encourage and reinforce constructive ideas that arise from your stakeholders—they may hold the key to navigating the uncertainty ahead.
4. Unite
Widespread economic uncertainty affects everyone in some way. This is not the time for comparisons but rather a chance to focus on what unites you. Rally your team and other constituents around shared values. One approach is to double down on a core company value and demonstrate how a collective commitment to it will help you weather the storm. You might also reflect on past challenges your team has overcome together to provide context and increase confidence.
5. Inspire
This is your moment to lead with purpose and grow. In a time when energy and optimism may be low, you must become a source of fresh energy and inspiration. To earn that role, be willing to show both vulnerability and resolve. Be honest about the unknowns, but commit to leading with authenticity, transparency, and a focus on the greater good of everyone involved.
I believe that like every crisis, this one will pass. But how you show up now—before the dust settles—will shape what comes next for your company. Lead with clarity. Steady your team. And position your company to emerge more united, more resilient, and stronger than ever.
Carpe diem.
Published:
April 8, 2025
