The Power of Vision and Values During an Economic Downturn

By Jenny Holly Hansen | WBN News | May 2, 2025

When times are good, it’s easy to believe we’re leading with vision and values. But I’ve learned that the real test — the moment when these principles truly matter — comes during an economic downturn.

In uncertain times, companies and leaders often scramble for answers, looking for strategies to survive. But the businesses that emerge stronger don’t just survive by cutting costs or pivoting products. They survive — and even thrive — because they hold tightly to their vision and values when everything else feels unstable.

Why Vision Matters More When Things Are Hard

A clear vision provides more than just inspiration; it gives direction when the path forward is murky.

During an economic downturn, people are craving certainty. They want to know that the hard work they’re doing today connects to something meaningful tomorrow. Without a clear vision, it’s easy for fear to take over, for decisions to become short-sighted, and for teams to lose cohesion.

I’ve seen firsthand how a strong, consistent vision acts like a lighthouse in a storm. It helps leaders and teams stay focused on what truly matters, even when the winds are shifting around them.

When we know where we’re going, even if the journey looks different than we expected, we can make smart, aligned decisions — not just desperate ones.

The Role of Values in Turbulent Times

Values aren’t just nice words on a website. In a downturn, they become critical decision-making tools.

When pressure builds — when cash flow tightens, when tough choices loom — our values answer the hardest questions:

• How do we treat our employees when budgets are tight?
• How do we communicate with clients when we can’t guarantee outcomes?
• How do we choose between short-term survival and long-term integrity?

I believe values are what stop a temporary crisis from permanently damaging a company’s reputation or culture. They serve as a compass when the easy way out feels tempting.

I’ve seen businesses that stayed true to their values during downturns emerge with even stronger customer loyalty, higher employee engagement, and better reputations than they had before the crisis began.

Vision and Values Aren't Luxury Items — They're Survival Tools

Sometimes leaders think of vision and values as something you worry about when things are stable. I would argue the opposite. They’re especially important when things are unstable.

Without them, decisions become reactive and fragmented. With them, decisions become strategic and cohesive, even under pressure.

Vision keeps us oriented toward the future. Values keep us grounded in who we are. Together, they give teams the confidence to move forward — not recklessly, but with purpose.

Final Thoughts

In every downturn I’ve witnessed, the businesses and leaders who stood out weren’t always the biggest or the wealthiest. They were the ones who clung fiercely to their vision and values when it would have been easier to let them slip.

When the economy stumbles and uncertainty rises, I remind myself: Vision and values aren’t extras. They’re essentials. They are what turn survival into strength — and hardship into lasting legacy.

Let’s Keep Talking:

Jenny is a business insurance broker with Waypoint Insurance.

She is also a business development consultant with Impresario Partners, helping Canadian Business expand overseas.

She can be reached at 604-317-6755 or jholly-hansen@wbnn.news. Connect with Jenny on LinkedIn at https://www.linkedin.com/in/jenny-holly-hansen-365b691b/.  Connect with Jenny at BlueSky: https://bsky.app/profile/jennyhollyhansen.bsky.social

Let’s Meet Up:

Jenny Holly Hansen is a cohost with Chris Sturges of the Langley Impact Networking Group. You are welcome to join us on Thursday’s from 4pm to 6pm at: Sidebar Bar and Grill: 100b - 20018 83A Avenue, Langley, BC V2Y 3R4

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