{"id":680875,"date":"2025-07-21T17:10:20","date_gmt":"2025-07-21T14:10:20","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/why-navigating-ongoing-uncertainty-requires-living-in-the-now-near-and-next\/"},"modified":"2025-07-21T17:10:20","modified_gmt":"2025-07-21T14:10:20","slug":"why-navigating-ongoing-uncertainty-requires-living-in-the-now-near-and-next","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/why-navigating-ongoing-uncertainty-requires-living-in-the-now-near-and-next\/","title":{"rendered":"Why navigating ongoing uncertainty requires living in the now, near, and next"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a39b7b7dafb3\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a39b7b7dafb3\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/why-navigating-ongoing-uncertainty-requires-living-in-the-now-near-and-next\/#The_reality_of_volatility_our_experience\" >The reality of volatility: our experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/why-navigating-ongoing-uncertainty-requires-living-in-the-now-near-and-next\/#Lessons_from_Innovation_Under_Pressure_the_panel_I_hosted_at_The_Next_Web_Conference_2025\" >Lessons from Innovation Under Pressure, the panel I hosted at The Next Web Conference 2025<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/why-navigating-ongoing-uncertainty-requires-living-in-the-now-near-and-next\/#Now_Near_Next_Building_resilience_for_whatever_comes_next\" >Now, Near, Next: Building resilience for whatever comes next<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/why-navigating-ongoing-uncertainty-requires-living-in-the-now-near-and-next\/#Influence_the_world_impact_the_future\" >Influence the world, impact the future<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"article-main-content\">\n<p>As we move into the second half of 2025, the global tech ecosystem is navigating a heady mix of unpredictability and promise. Funding into newer tech firms remains complex, with <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/startupgenome.com\/contents\/report\/gser-2025_4786.pdf\" target=\"_blank\" rel=\"nofollow noopener\">Startup Genome<\/a> reporting that while the Beijing, Los Angeles and Tokyo startup landscapes are seeing YoY growth, Paris is flat and the rest of the European ecosystem is in decline. Meanwhile, the <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a> landscape continues to evolve at an accelerating pace. As Deloitte\u2019s 2025 Tech Trends report states: \u201c<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.deloitte.com\/au\/en\/Industries\/technology\/research\/tech-trends.html\" target=\"_blank\" rel=\"nofollow noopener\">technology optimisation and transformation have never been more important as innovation continues to fuel innovation<\/a>.\u201d<\/p>\n<p>This is creating a landscape where large enterprises are struggling to be on the front foot of technology adoption, while juggling the impacts of economic and geopolitical uncertainty and shifting regulations. Meanwhile, startups are hustling to develop solutions to enterprise problems in an ecosystem with <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/startupgenome.com\/contents\/report\/gser-2025_4786.pdf\" target=\"_blank\" rel=\"nofollow noopener\">lower than usual venture capital investment<\/a>. All in all: the zeitgeist is fast-paced, complicated, and confusing\u2026 but it\u2019s pretty exciting to be part of what is truly a historic moment for the world\u2019s relationship with technology.<\/p>\n<p>As I shared with industry leaders at The Next Web\u2019s \u2018Innovating at Scale\u2019 panel, this turbulence has forced a rethink of what it means to operate and innovate at scale. In this environment, resilience isn\u2019t just about weathering storms; it\u2019s about evolving in real time, making decisions with imperfect information and finding opportunity in volatility.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_reality_of_volatility_our_experience\"><\/span><strong>The reality of volatility: our experience<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>2024 was brutal for many in the technology sector. The industry whiplashed from pandemic-fuelled overhiring to a sharp correction, all while economic fragility tested even the strongest partnerships. Delayed payments, vanished purchase orders and a rise in \u2018ghosting\u2019 became the norm for suppliers, as organisations were increasingly pressured to deliver more with fewer resources.<\/p>\n<div class=\"inarticle-wrapper latest channel-cta hs-embed-tnw\">\n<div id=\"hs-embed-tnw\" class=\"channel-cta-wrapper\">\n<div class=\"channel-cta-img\"><img decoding=\"async\" class=\"js-lazy\" src=\"https:\/\/s3.eu-west-1.amazonaws.com\/tnw.events\/hardfork-2018\/uploads\/visuals\/tnw-newsletter.png\"\/><\/div>\n<p><img decoding=\"async\" src=\"https:\/\/s3.eu-west-1.amazonaws.com\/tnw.events\/hardfork-2018\/uploads\/visuals\/tnw-newsletter.png\"\/><\/p>\n<div class=\"channel-cta-input\">\n<p class=\"channel-cta-title\">The \ud83d\udc9c of EU tech<\/p>\n<p class=\"channel-cta-tagline\">The latest rumblings from the EU tech scene, a story from our wise ol&#8217; founder Boris, and some questionable AI art. It&#8217;s free, every week, in your inbox. Sign up now!<\/p>\n<\/div>\n<\/div>\n<\/div>\n<p>Yet in 2025, amid the unpredictability, there is a palpable sense of renewal. We\u2019re seeing a resurgence in growth-focused investment, which has materialized for us in the form of a spike in marketing and communications briefs, as businesses recalibrate for a world where resilience, agility and purpose are not optional extras but central to survival.<\/p>\n<p>This is good <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a> for the technology sector, and great news for <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/clarity.global\/contact\" target=\"_blank\" rel=\"nofollow noopener\">Clarity<\/a> as a technology focussed digital marketing and communications agency. But we\u2019re not out of the woods yet and, as we discussed in my panel at The Next Web Conference, we all need to be playing multiple moves ahead.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lessons_from_Innovation_Under_Pressure_the_panel_I_hosted_at_The_Next_Web_Conference_2025\"><\/span><strong>Lessons from Innovation Under Pressure, the panel I hosted at The Next Web Conference 2025<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>At The Next Web, I was privileged to host a panel with leaders from organisations at the forefront of global innovation: <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/monikatomczakgorlikowska-16597372\/?locale=pl_PL\" target=\"_blank\" rel=\"nofollow noopener\">Monika Tomczak-G\u00f3rlikowska, Group Head of Privacy, Digital &amp; Regulatory at Prosus Group<\/a> (an ecosystem for lifestyle e-commerce entrepreneurs); <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/ernesto-lasalandra-2a675244\/?originalSubdomain=it\" target=\"_blank\" rel=\"nofollow noopener\">Ernesto Lasalandra, Chief Research &amp; Development Officer at Ferrari<\/a>; <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/spartovi\/\" target=\"_blank\" rel=\"nofollow noopener\">Shez Partovi, Chief Innovation Officer and Chief Business Leader Healthcare Informatics, Philips<\/a>; and <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/sdobrin\/\" target=\"_blank\" rel=\"nofollow noopener\">Seth Dobrin, Co-Founding General Partner, 1Infinity Ventures<\/a> (a global responsible AI fund). Their experiences underscored a universal truth that most in the business world have now accepted: innovation at scale is no longer a luxury, but a necessity.<\/p>\n<p>A few key <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">theme<\/a>s emerged:<\/p>\n<p><em>1. Regulation is now a core business competency: <\/em>Technology firms\u2019 success demands that legal, privacy and cybersecurity voices are not just consulted, but embedded in the innovation process. Regulatory change and policy discussions must not be ignored, they are signals to prioritise, adapt and build solutions that will endure across borders and business models.<\/p>\n<p><em>2. Partnership is the engine of progress:<\/em> Whether it\u2019s Ferrari\u2019s open innovation approach, where thousands of startups are scrutinised for their potential to drive (pardon the pun) next-generation solutions, or Philips\u2019 customer-driven partnerships to solve real-world pain points, the message is clear: innovation thrives in ecosystems not silos. The most transformative ideas solve genuine problems and are developed in collaboration with partners, suppliers and, most importantly, customers.<\/p>\n<p><em>3. Culture is critical: <\/em>Across the panel there was consensus that innovation must be woven into the fabric of the business, not siloed in a standalone team. This means cultivating a culture where experimentation is encouraged, failure is reframed as learning and agility is prized over perfection. Members of the panel flagged that an obsession with perfection was potentially a key boulder holding the European tech ecosystem from competing more strongly with the U.S. and key APAC markets. As Shez Partovi of Philips put it, \u201c\u2026if you don\u2019t change your mind a lot, you\u2019re probably wrong a lot.\u201d<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Now_Near_Next_Building_resilience_for_whatever_comes_next\"><\/span><strong>Now, Near, Next: Building resilience for whatever comes next<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>So, how can businesses not only survive, but thrive in this change-centric environment? At <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/clarity.global\/contact\" target=\"_blank\" rel=\"nofollow noopener\">Clarity<\/a>, we guide our clients to adopt a \u201cNow, Near, Next\u201d mindset, one that aligns im<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a>te action with longer-term vision, all powered by data and relentless agility and adaptation.<\/p>\n<p>The \u2018Now\u2019 is about managing risk and protecting reputation today. In an era of 24\/7 scrutiny, every company is just one misstep away from a crisis. Clear, consistent communications and robust stakeholder engagement are the foundations of trust.<\/p>\n<p>\u2018Near\u2019 focuses on sustaining innovation and growth. This means investing in partnerships, nurturing talent through powerful employee communications and building the capacity to pivot when disruption strikes. Businesses must constantly be asking: what do we need to change in the next 12 months to stay relevant?<\/p>\n<p>Finally, \u2018Next\u2019 is about future-proofing: embedding purpose, ethics and sustainability into strategy. As AI, regulation and societal expectations evolve, the winners will be those who anticipate change and act with conviction.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Influence_the_world_impact_the_future\"><\/span><strong>Influence the world, impact the future<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Taking the \u2018Now, Near, Next\u2019 approach is not just a communications and marketing strategy, it\u2019s a business imperative. The world isn\u2019t slowing down, and neither can we. By embracing regulatory complexity, forging purposeful partnerships and building a culture of constant learning, businesses can not only navigate uncertainty, but define the future on their own terms. Because in a world of relentless change, <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/clarity.global\/contact\" target=\"_blank\" rel=\"nofollow noopener\">Clarity<\/a> isn\u2019t just what we offer our clients, it\u2019s what every business needs to move forward with confidence.<\/p>\n<\/p><\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology category.<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/thenextweb.com\/news\/why-navigating-uncertainty-living-now-near-next\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As we move into the second half of 2025, the global tech ecosystem is navigating a heady mix of unpredictability and promise. Funding into newer tech firms remains complex, with Startup Genome reporting that while the Beijing, Los Angeles and Tokyo startup landscapes are seeing YoY growth, Paris is flat and the rest of the&#8230;<\/p>\n","protected":false},"author":1,"featured_media":680876,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/img-cdn.tnwcdn.com\/image\/tnw-blurple?filter_last=1&fit=1280%2C640&url=https%3A%2F%2Fcdn0.tnwcdn.com%2Fwp-content%2Fblogs.dir%2F1%2Ffiles%2F2025%2F07%2F2Tnw-2671.jpg&signature=c7cc8b6a0943bd138ca150f78948071f","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-680875","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/680875","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=680875"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/680875\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/680876"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=680875"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=680875"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=680875"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}