The rules have changed: What global strategy leaders say they need in 2026

March 20, 2026 - World Economic Forum

The business environment isn’t getting simpler. Strategy leaders are dealing with geopolitical uncertainty, trade fragmentation, AI disruption, energy pressures and workforce changes—all at once. The takeaway? Companies can’t rely on long-term plans that assume the world will stay relatively stable. They need to be able to adapt quickly while keeping a clear sense of where they’re going.

AI is a good example. The challenge now isn’t simply experimenting with new AI tools; it’s figuring out how to turn them into meaningful business impact. That means rethinking processes and ways of working—not just layering AI onto what already exists. And technology adoption isn’t something leaders can mandate from the top. People need to understand the change, trust it and see how it helps them do their jobs differently.

At the heart of all of this is a familiar leadership challenge: how do you create clarity when there’s so much uncertainty? Strategy still needs to set a direction, but organizations also need the flexibility to respond as conditions change. The companies that navigate this environment well will be the ones that can connect the big picture to clear priorities—and get people aligned enough to act on them.

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