Shalom Lamm on Navigating Uncertainty: How to Set Business Goals in a Volatile Economy

Setting business goals is always a balancing act between ambition and realism. But when the economy becomes unpredictable—characterized by inflation, supply chain disruptions, workforce shifts, or geopolitical instability—the process becomes even more complex.

So how do you plan when the future is foggy?

Entrepreneur and strategic advisor Shalom Lamm, who has led businesses through economic highs and lows for decades, offers this insight:

“Volatility isn’t a reason to avoid setting goals—it’s a reason to set better ones.”

In this guide, we’ll explore Shalom Lamm’s principles for setting business goals in uncertain times, and how leaders can maintain direction, adapt with agility, and still drive growth—even when market conditions are anything but stable.

The Challenge of Goal-Setting in Uncertain Times

In a stable economy, businesses often follow a predictable rhythm: quarterly reviews, annual forecasts, multi-year strategic plans. But volatility disrupts that rhythm. Planning becomes harder when:

Consumer behavior is unpredictable
Costs fluctuate rapidly
Access to capital tightens
Global events reshape entire markets overnight

Yet businesses can’t afford to drift. According to Lamm:

“When everything around you is moving, standing still is the most dangerous strategy of all.”

In a volatile economy, you can’t avoid uncertainty—but you can design your goals to work within it.

1. Anchor Goals to Core Values, Not Market Conditions

While markets shift, your mission shouldn’t. One of Shalom Lamm’s most consistent strategies is to base goal-setting on core values and long-term vision, rather than temporary trends.

For example:

If your mission is to improve access to affordable housing, economic volatility might affect your approach—but not your outcome.
You may pause expansion plans but double down on efficiency or customer service.

“If you don’t know who you are as a business, volatility will push you in a hundred directions,” Lamm warns. “But if you’re anchored to your mission, you can adjust the sails without losing your course.”

2. Shift From Fixed Plans to Adaptive Frameworks

Traditional goal-setting often involves rigid KPIs or forecasts set a year in advance. But in a volatile economy, that approach can backfire.

Shalom Lamm recommends building adaptive frameworks—strategies that allow flexibility in how goals are achieved.

His method:

Set directional goals (e.g., “Improve profitability by 15%”)
Build multiple scenarios (best case, moderate case, worst case)
Use quarterly reviews to recalibrate instead of waiting a full year

This approach allows teams to respond to market signals in real-time while still working toward a common objective.

3. Focus on Resilience Metrics, Not Just Growth Metrics

In uncertain markets, businesses that survive—and later thrive—are the ones that invest in resilience.

Shalom Lamm encourages leaders to set goals beyond top-line revenue or customer acquisition. He often asks:

“What goals can we set today that will make the business stronger, even if growth slows down?”

Examples include:

Increasing cash reserves
Diversifying suppliers
Building out remote capabilities
Investing in cross-training employees

By tracking resilience alongside growth, companies position themselves to rebound faster once conditions stabilize.

4. Empower Teams With Micro-Goals

In volatile conditions, high-level strategies may shift frequently—but execution still needs structure. That’s why Lamm uses micro-goals to maintain focus.

How this works:

Leadership sets quarterly strategic themes (e.g., “Optimize operations”)
Teams define short-cycle goals—weekly or monthly—to support that theme
These goals are reviewed and adjusted rapidly based on current conditions

“Micro-goals keep people focused when the big picture feels blurry,” says Lamm. “They provide momentum without locking you into outdated plans.”

This approach also reduces the need for constant firefighting, because teams are already thinking in smaller, adaptable increments.

5. Be Transparent With Stakeholders

When the economy is uncertain, so are your employees, customers, and investors. Goal-setting during these periods must include a strong communication strategy.

Lamm advises leaders to:

Share the reasoning behind changes in goals
Explain what assumptions have shifted
Clarify what success now looks like in this new environment

“People can handle bad news. What they can’t handle is confusion,” Lamm says. “The more transparent you are, the more people can align behind evolving goals.”

Transparency builds trust, which is critical when performance targets are moving and tough decisions are being made.

6. Use Volatility as a Competitive Advantage

While some companies pull back during uncertainty, others gain market share by pushing forward strategically. Shalom Lamm believes volatility often creates once-in-a-decade opportunities—if you’re bold but smart.

Consider setting goals that:

Capitalize on weakened competitors
Acquire distressed assets
Enter new markets with less competition
Experiment with leaner product offerings

“Fortune favors the prepared, not just the brave,” Lamm says. “Use volatility to your advantage, but don’t do it blindly.”

This approach requires a blend of financial discipline and strategic courage—something Lamm emphasizes as the hallmark of successful leadership in uncertain times.

7. Don’t Abandon Measurement—Refine It

Some leaders stop tracking progress altogether during volatile times, assuming that too much is in flux. That’s a mistake.

Instead, Shalom Lamm recommends refining how you measure success:

Shorten reporting cycles
Focus on lead indicators (e.g., pipeline velocity) instead of lag indicators (e.g., quarterly revenue)
Include qualitative feedback from customers and employees

“Measurement gives you feedback, not judgment,” he says. “In a volatile economy, it’s your early-warning system.”

Smart tracking helps leaders know when to pivot early—before minor issues become existential threats.

Final Thoughts: Strategic Clarity Amid Economic Chaos

Volatility doesn’t mean you stop setting goals—it means you set them differently. With the right mindset and tools, your business can not only weather economic turbulence but emerge stronger from it.

Shalom Lamm’s approach to goal-setting in uncertainty is grounded, flexible, and deeply human. It’s not about hitting arbitrary numbers—it’s about ensuring the business can adapt, endure, and grow with intention.

“A volatile economy doesn’t reward the most ambitious,” Lamm concludes. “It rewards the most prepared.”

So if the markets are shaky, consumer confidence is dropping, or your industry is entering unknown territory—don’t freeze.
Reframe your goals. Get lean. Stay resilient. And lead with the confidence that your business can still move forward.