How to Use Strategic Thinking to Lead in Uncertain Times

Listen on Spotify  |  Listen on Apple Podcasts

Business doesn’t slow down just because you’re not feeling it.

April nearly broke me. Revenue dipped. A big contract fell through. I felt like my body was breaking down and it kind of was.

Chest pain turned into an emergency referral. That day, I rocked up in horse-riding gear, planning to record podcasts after my ride. The GP had other ideas. Turns out, I had a leaky heart valve. And long COVID.

That was the moment everything stopped.

My brain. My creativity. My certainty.

But here's what brought me back - strategic thinking. Not planning. Not goal-setting. Not a better planner.
I used a thinking tool called the DOS Framework: Dangers, Opportunities, Strengths.

It gave me back clarity. And I want to show you how to use it, too.

What Happens When You Ignore Dangers

Let’s start here because every business has risks. Some are obvious. Most are subtle. The danger isn’t the scary stuff. It’s what you’ve normalised.

“The real danger? It isn’t about losing money. It’s about pretending you’re fine when you’re not.” 

Kodak invented digital photography and buried it.
Blockbuster had two chances to buy Netflix and laughed.
Nokia led mobile tech and stalled innovation.

They didn’t name their dangers. They ignored them. And that cost them everything.

What are you tolerating right now?

• Offers built entirely around your time
• A pipeline that relies 100% on referrals
• A business model that breaks if you break

Those aren’t flaws. They’re fires waiting to start.

Strategic move

Name the 3 things keeping you up at night. Be honest. Don’t polish the list.

How to Spot Hidden Opportunities In Your Business

Uncertainty brings choice. But you can’t see it if you’re drowning.

Opportunities often look like:

• A client dropping out = space for a better offer
• AI threatening your niche = a reason to become a strategic advisor
• Lower revenue = a moment to streamline your business model

We miss them because we’re busy holding our breath.

“You can’t spot an opportunity if you’re drowning and trying to hold your breath.”

Instead, ask:

• What’s possible now that wasn’t six months ago?
• Where is the market shifting?
• What would I do differently if I weren’t afraid?

That’s strategic thinking. Not reacting. Reframing.

The Strengths You’re Starving

Now let’s talk about the piece that most entrepreneurs ignore: Strengths.

You know what most people do? Patch their weaknesses. Pour energy into what’s not working.

“All the help goes towards patching the weakness, but the strength, it starves.”

Imagine a teenager who's failing maths. You get them a tutor. Smart move.But they’re brilliant at woodwork and nobody supports that.

That’s what most of us do in business. We tutor our gaps. We ignore our genius.

Your strength might be:

• Storytelling
• Teaching
• Coaching
• Systems thinking
• Empathy
  
  

When I stopped doing “everything,” and leaned into strategy and creative direction my energy came back. So did clients. So did revenue.

Ask yourself: 

If I doubled down on one strength this month, what would explode?

Use DOS to Coach Yourself First

Here’s how to work through it right now:

1. List 3 current Dangers

What’s real? What’s raw? What’s risky?

1. Write down 3 Opportunities

What’s available, but you’re scared to try.

1. Name 3 Strengths

The things that come easy. The ones you downplay.

Do this weekly. It’s clarity on a single page.

Coach Your Clients with DOS

The best part? You can use DOS with your clients. Here’s how. Instead of “What do you need help with?”, ask:

DANGERS

• What are you tolerating right now?
• What might break soon?
  What market shift are people not talking about?
  
  

OPPORTUNITIES

• What are you noticing others are missing?
• What would you create if you weren’t scared?
  What’s available now that wasn’t before?
  
  

STRENGTHS

• What lights you up but isn’t getting your attention?
• What comes easily that others struggle with?
• What results do you create without trying?
  
  

Then hold up the mirror:

• “What jumped out as you said that?”
• “What are you pretending not to know?”

• “What feels heavier than it should?”
  
  

And elevate:

• “If that danger disappeared, what opens up?”
• “If you chased that opportunity, what could shift in 30 days?”
• “If you built around your strength, what would that look like?”
  
  

This positions you as a strategic partner, not just another service provider.

Pair This with More Strategy

If this post hit home, you’ll love this companion episode: 🎧 How to Leverage Strategic Thinking To Level Up Your Success

Because DOS is the tool. But strategic thinking? That’s the upgrade. That’s how you replace stress with structure.

Final Thoughts

Uncertainty isn’t the problem. Avoidance is.

The DOS Framework gives you a way to think clearer, act smarter, and coach better.

✅ Use it.
✅ Teach it.
✅ Leverage your genius.

And if you’re ready to align your brand with your brilliance? Download my free Brand Strategy Checklist. Your future clients will thank you.

Listen on Spotify  |  Listen on Apple Podcasts

Keep mastering your business. 

⭐⭐⭐⭐⭐

“Great insights on getting noticed in the market

Deirdre does a great job of helping understand best marketing and business strategies with a easy to understand and entertaining podcast.

Education in your ears.”

Also, if you haven’t done so already, follow the podcast. I’m adding a bundle of bonus episodes soon, and if you’re not following, you’ll very likely miss out. Follow now!