Most businesses are betting on that one big thing to survive or thrive. But with a recession on the horizon, this isn’t the time for tunnel vision. Here’s what to do instead.

Consumers are rethinking what value for money means right now. How can brands reframe frugality so it’s not about limits or losing? Can less really be best?

Innovation doesn’t always look like turning a market on its head. A horizontal stretch to serve new categories, consumers, customers or channels can often be more rapid and realistic.

Cash is now expensive and customers are belt-tightening—but there’s still opportunity. What does this look like for your business and brand?