I talk a lot about the so-called new normal we're all getting used to. For me, it defines this point in history as disruptions that have become as expected, such as catching a cold after your kids return to school in the fall. For businesses experiencing this undue and constant stress, success can hinge on one major factor.

Successful businesses have something in common. They don't just adapt to the chaos around them — they thrive. As the young people say, "knowing how and when to pivot." How do they do this? Simply by anticipating change and redefining their approach to challenges that arise.

I am a strategic advisor to Fortune 100 companies, small-to-medium-sized businesses (SMBs and the Canadian government. Very different from a business coach, my job is to help organizations define clear missions and perform intelligence gathering, which allows us to create strategies to navigate complex challenges and achieve measurable results. In contrast, a business coach typically works on individual growth, offering guidance to improve personal skills, mindset and leadership abilities within a business context. I work behind the scenes to advise my clients on both day-to-day operations and during a crisis.

Among the most common requests come from those seeking my expertise in landing new clients or expanding the business needs of an existing client. My advice is always the same: Be empathy-based, and as we so often hear, "work smarter, not harder."

One recent experience stands out — a case where a global technology company (anonymized here) asked for my help to market themselves to the Canadian government. Their initial plan was straightforward: present their impressive........

© Entrepreneur