Surf the wave 3: Reacting to the Crisis—or Co-Creating the Future?

In times of deep change, it’s easy to feel like external forces are running the show. Market instability, talent shortages, or shifting customer demands can make even the most seasoned C-teams feel like they’re on defense, fighting fires instead of building the future. 

But here’s the thing: The future isn’t something that “just happens” to us. Even in uncertainty, we have the power to co-create it.

Again a possible scenario to consider:

Your organization is facing a major industry shift. AI is transforming your sector, competitors are adopting disruptive technologies, and customer expectations are changing faster than ever. 

The initial reaction? Panic. 

Leaders focus on short-term solutions—hiring consultants, patching systems, racing to keep up. And at the same time, deep down, no one feels clear about where this is all leading. Time to think beyond survival mode and take ownership of your organisation’s future.

Now, imagine your C-team taking a different approach:

Instead of reacting, you ask a bold question: What future is calling us as an organisation? 

This shift transforms the conversation:

- Instead of scrambling to compete, you start to envision the role your -company wants to play in this new landscape.

- You align your actions with a larger purpose—whether it’s leading innovation, shaping ethical AI use, or creating unmatched customer experiences.

- You empower your teams to see themselves as co-creators of that vision, not just executors of reactive strategies.

What would that future look like? What steps could you take today to align with it?

Perhaps it’s launching a cross-functional team to explore new applications of AI in your field. 

Perhaps it’s investing in upskilling programs to prepare your workforce for the next decade. 

Or perhaps it’s simply starting with conversations that reconnect your team to a shared vision of what’s possible.

Why Co-Creation Matters?

When leaders focus solely on reacting to crises, they lose sight of the bigger picture. 

Co-creation flips the script

It reminds us that:

• Every action today shapes tomorrow.

• Vision is a choice, not a luxury—even in tough times.

• Alignment fuels resilience. 

• Teams connected by a common purpose don’t just adapt to change; they thrive in it.

Challenge for Your Team: In your next meeting, ask yourselves:

-> What future is calling us?

-> What steps can we take today to align with that vision?

-> What is one thing we can agree on to support each other as co-creators of this future?

By shifting from reaction to intentional creation, you’re not just solving today’s problems—you’re building a future you can be proud of.

Are you ready to stop reacting and start co-creating? Let’s shape what’s next, together.