Into the Unknown: every step taken since the pandemic seems murky. In March of 2020, things were clearer. Yes, COVID-19 had spread, but our timeline was not uncertain. In two weeks, we could return to work, school, restaurants, events, etc. The trajectory of our lives was certain—life would return to normal in 14 days! 

Fast forward four years and the opposite could not be more accurate. Inflation constantly trends in the news cycle. There is an economic divide. The economy seems stable one minute, then unstable the next. We thought the 2020 election would be the most precarious for the U.S.; the upcoming election may prove otherwise. Our world is unknown.

Managing uncertainty has never been more important. As the CEO of Taylor Chip, from an emerging founder in 2018 to an experienced one both in and out of uncertain times, understanding how to navigate success in the uncertain world is necessary for transforming from a business owner into a business leader.

Nobody knows everything. I did not come from the business world—Taylor Chip was born from a baking date with my now-wife and co-founder, Sara Taylor. Although we entered the business realm as newbies, we went from an unfurnished, mattress-on-the-floor apartment to making Forbes 30 Under 30. 

We managed to scale the business from 0 to multi-millions within five years without investors, debt, or start-up capital. The business sprouted from a leap of faith. It is how you maneuver through the unknown that grows your business skills. 

Navigating business success in uncertain worlds involves three key characteristics: adaptability, innovation, and cultural resilience. 

Embracing Adaptability

Rather than adapting via coercion, embrace adaptability. Embrace it to the point of comfort where you can use it to your advantage. While our business began by fulfilling in-market orders, demands grew online during COVID-19. Before we knew it, we pivoted to online cookie sales. 

In 2019, we finalized our initial website, which included customization options for customers to create a personal selection of cookies. At this point, we hardly had any takers. But when the pandemic struck the following year, an online cookie business presented itself as an additional road to follow. Having the infrastructure before the world changed allowed us to heighten Taylor Chip. We restructured and were flexible with our finances while maintaining our business and avoiding layoffs—we embraced the change and adapted to it. By mid-2020, 60% of business was conducted online.

Innovation through Storytelling

Innovation can set you apart from others—leveraging innovations as competitive advantages is vital during tough times. Doubling down on strength and skills helps maintain profitability. 

Skills developed in past jobs can serve as a competitive advantage. For instance, my marketing background became imperative to the success of Taylor Chip. Cookies can be homemade, and other cookie businesses exist: we needed a reason for customers to choose our brand. This is where your story becomes operative. 

Alongside your product quality, connection to the brand is significant because it gives customers a reason to care. The brand story humanizes a business by showcasing its identity, purpose, and values. Intimacy and maintaining the same messaging (i.e., how Taylor Chip began with love) on social media engaged our audience. Brand framing differentiates your products, pulling new customers and building customer retention. Diving deep into your brand story should remain continuous. 

Cultural Resilience

In business, your company reflects who you are as a founder. The emotions emitted in crises are similar to emotions evoked in personal challenges. Therefore, cultivating a culture of security and preparation reassures the team that tough times are temporary—it creates a culture of resilience. 

Taylor Chip started with three employees: me, Sara, and one employee to assist in baking. Scaling our business involved additional employees, but we learned to avoid compromising hiring standards, especially during challenging times. Secure employees reflect a strong brand. A company must demonstrate its strength through challenges to attract top talent and retain low attrition rates. Employees who see how things are dealt with during a trying time will mirror those actions.

Faith

Leading a business and being an entrepreneur involves belief. Whether that belief is guided spiritually, guidance outside of oneself is essential. As mentioned above, the decision to start Taylor Chip was a leap of faith—we welcomed the uncertainty, taking it as an opportunity. Embracing uncertainty is intrinsic to faith and entrepreneurship: trusting and believing in your product and the path you are on. 

2024 is an uncertain time. The unknown is our current reality—that does not mean it is an impenetrable obstacle. Navigating business in the uncertain world is a necessary part of becoming more than a business owner and succeeding as a business leader.

Published by: Nelly Chavez