Making A Difference: She discusses how companies can adapt and thrive in uncertain environments.

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Two-time Emmy and Three-time NAACP Image Award-winning, television Executive Producer Rushion McDonald interviewed Dr. Rebecca Homkes.

A high-growth strategy specialist, bestselling author, executive advisor, consultant, and lecturer at the London Business School. The conversation centers on leadership, business strategy, uncertainty, team building, growth, and how entrepreneurs can continue moving forward during politically and economically volatile times.

Drawing from her expertise in corporate strategy and organizational growth, Dr. Homkes explains why successful leaders focus less on predicting the future and more on building organizations that can adapt, learn, and thrive regardless of external circumstances.

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Purpose of the Interview

The purpose of the interview was to:

• Help entrepreneurs navigate uncertain economic and political environments.
• Discuss practical growth strategies for small businesses.
• Explain how organizations can continue moving forward during uncertainty.
• Explore the importance of team building and internal culture.
• Introduce concepts from her book Survive, Reset, Thrive.
• Encourage business leaders to focus on adaptability rather than prediction.

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About Dr. Rebecca Homkes

Dr. Homkes is:

• A high-growth strategy expert
• Executive advisor and consultant
• Bestselling author
• Lecturer at London Business School
• Advisor to companies ranging from startups to global corporations

She specializes in helping organizations:

• Scale effectively
• Navigate uncertainty
• Develop growth strategies
• Build resilient teams
• Thrive in changing environments

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Key Takeaways

1. Uncertainty Is Normal

A major theme of the conversation is that uncertainty is not unusual.

Dr. Homkes challenges entrepreneurs to recognize that:

There has never been a time when business leaders had perfect visibility into the future.

Rather than waiting for certainty, successful organizations learn how to operate despite it.

Key Point: Uncertainty is a constant part of leadership.

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2. Don't Freeze During Uncertain Times

Many businesses pause key decisions during election cycles, economic shifts, or market disruptions.

According to Dr. Homkes:

• Most strategic decisions should not be delayed.
• Waiting too long can cause businesses to fall behind competitors.
• Leaders should continue making decisions while evaluating new information.

Key Point: Growth requires movement, even when the future is unclear.

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3. Strategy Begins With Beliefs

One of the most powerful frameworks she shared was:

"We are seeing X, we believe Y, which means Z for us."

This helps organizations:

• Interpret trends
• Clarify assumptions
• Build strategic responses
• Align teams

Instead of reacting emotionally to headlines, leaders should define what they believe those developments mean for their business.

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4. Focus on What Actually Impacts Your Business

Dr. Homkes noted that many businesses spend too much time worrying about trends that have little direct effect on them.

Examples may include:

• Election noise
• News cycles
• Political rhetoric
• Social media debates

Instead, organizations should identify:

• Which trends truly impact their industry
• Which developments affect their customers
• Which factors influence strategic decisions

Key Point: Not every headline deserves your attention.

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5. Stop Trying to Predict Everything

One of her strongest messages was:

Great organizations do not need great predictions. They need great decisions.

Businesses often devote excessive time to forecasting every possible outcome.

Instead:

• Build flexibility.
• Monitor assumptions.
• Adjust as conditions evolve.

Key Point: Decision-making capability matters more than prediction accuracy.

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6. Ask Better Strategic Questions

Most companies begin strategy reviews by asking:

"Are we on track to plan?"

Dr. Homkes recommends a better question:

"Has the situation changed?"

Why?

Because staying on plan is not necessarily good if the environment has shifted significantly.

This approach encourages adaptability and continuous learning.

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7. Team Building Creates Organizational Strength

The interview shifted into leadership and team development.

Dr. Homkes emphasized that growth is:

"A team sport."

Business owners often focus on:

• Products
• Revenue
• Marketing

while overlooking internal culture and collaboration.

Strong teams create resilience during uncertainty.

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8. Internal Predictability Creates External Success

One of the interview's most valuable concepts was:

Internal Predictability

Organizations thrive during external uncertainty when employees experience consistency internally.

According to Dr. Homkes, teams should answer "yes" to four questions:

Question 1

Do I know what we are trying to achieve and why it matters?

Question 2

Do I know where critical decisions are made?

Question 3

Can I rely on others to do what they say they will do?

Question 4

When I adapt and contribute, is it recognized and rewarded?

Key Point: Stability inside the company helps people navigate chaos outside it.

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9. The Power of a Reset

Rushion shared how he effectively reset his business by:

• Reevaluating roles
• Hiring differently
• Changing expectations
• Building a stronger team

Dr. Homkes strongly supported the idea.

She described a reset as:

"A power move."

Resets allow businesses to:

• Remove outdated assumptions
• Rebuild processes
• Align around new goals
• Prepare for growth

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10. Hire With Purpose

Dr. Homkes discussed two types of hires.

Tour-of-Duty Hires

People brought in to achieve a specific objective.

Examples:

• Launching a product
• Implementing software
• Expanding into a market

The role may eventually conclude.

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Repurposeable Talent

People whose skills remain valuable across many future business needs.

These employees can adapt as the company evolves.

Key Point: Every hire should have a clearly defined strategic purpose.

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11. Growth Requires Adaptation

Growth is not a straight line.

According to Dr. Homkes:

Successful organizations continuously cycle through:

• Learning
• Adjusting
• Rebuilding
• Scaling

Companies that refuse to adapt often struggle when conditions change.

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12. Look for Opportunities, Not Just Risks

Perhaps the most memorable exercise she shared involves identifying:

Kickers

Events that could create growth opportunities.

Killers

Events that could damage the business.

Most teams quickly identify threats.

Few teams spend enough time identifying opportunities.

Her recommendation:

List ten "kickers" before discussing any "killers."

Key Point: Growth-minded organizations train themselves to see opportunities in change.

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Survive, Reset, Thrive

Dr. Homkes' book introduces a practical framework:

Survive

Stabilize the business during disruption.

Focus on:

• Cash flow
• Core operations
• Essential priorities

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Reset

Adapt when circumstances change.

Focus on:

• Reassessing assumptions
• Updating strategies
• Reorganizing resources

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Thrive

Return to growth with renewed clarity.

Focus on:

• Expansion
• Innovation
• Opportunity creation

Her core message:

Growth is a loop, not a line.

Businesses continually move between these stages rather than progressing in a perfectly straight path.

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Memorable Quotes

Dr. Rebecca Homkes

"We are always leading organizations through uncertainty."

"Great decisions matter more than great predictions."

"Has the situation changed?"

"Growth is a team sport."

"Build internal predictability."

"Organizations that thrive are willing to reset."

"Growth is a loop, not a line."

"What could make us and what could break us?"

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Rushion McDonald

"Don't become paralyzed by the situation."

"Continue to move forward."

"Acknowledge your employees' voices."

"Growth requires honesty."

"Resetting a business can transform it."

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Overall Message

Dr. Rebecca Homkes' interview delivers a powerful lesson for leaders and entrepreneurs: success is not about perfectly predicting the future but about building organizations capable of adapting to change. Whether facing economic uncertainty, political shifts, market disruptions, or internal challenges, businesses that develop strong teams, maintain strategic clarity, embrace purposeful resets, and remain focused on growth opportunities are the organizations most likely to survive, reset, and ultimately thrive.

#BEST

#STRAW

#SHMS

 

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