THRIVING IN A VUCA WORLD

When I first encountered the term VUCA—Volatile, Uncertain, Complex, and Ambiguous—it was during my early years in the military in the late 80’s. At the time, the Cold War was winding down, and the global landscape was shifting in ways we had never seen before. The U.S. Army War College coined the term VUCA to describe the increasingly unpredictable and multifaceted world we were stepping into. This framework became invaluable to me, not just in the military but throughout my entire career, including my time at the Pentagon, at Coca-Cola, and now as a co-founder of WBMV.

From the Battlefield to the Boardroom

During my time leading the Army Leadership Development program at the Pentagon, the concept of VUCA became more than just a framework—it was a cornerstone. We were up against significant budget constraints and daunting force projections, and the usual approaches simply wouldn’t cut it. VUCA pushed us to rethink how we tackled these challenges. I watched as our senior leaders, armed with this mindset, began to quickly break down complex problems, design smart solutions, and deliver under pressure. The experience deeply impressed upon me that the skills we honed in those moments would be crucial in any high-stakes environment, far beyond the walls of the Pentagon.

When I transitioned from the military to the corporate world, taking on a leadership role at Coca-Cola, I realized that the principles of VUCA were just as relevant in business. For instance, I led a major initiative to consolidate and streamline the North American supply chain, a project that delivered hundreds of millions in savings. This required navigating the volatility of markets, the uncertainty of supply chain disruptions, and the complexity of coordinating across diverse business units. Additionally, I helped spearhead an innovative new route-to-market in emerging countries in Africa, Latin America, and Asia, building new distribution routes that impacted hundreds of thousands of lives and generated hundreds of millions in new business. Throughout this experience, the ability to anticipate and adapt to change was not just advantageous—it was essential.

Building WBMV with a VUCA Mindset

When we founded WBMV, we did so with a clear understanding that the business environment was just as volatile, uncertain, complex, and ambiguous as the military landscape I had navigated years before. The traditional playbooks that once guided businesses were no longer enough. We needed a new kind of strategy—one that was flexible, responsive, and capable of turning chaos into a competitive advantage.

Our approach is to partner with our clients see the opportunities hidden within the volatility and uncertainty of today’s market. We guide them through the complexity by cutting through the noise and focusing on what truly matters. And we help them embrace ambiguity as a catalyst for innovation, rather than a barrier to progress.

Turning Military Strategy into Business Success

One of the key insights I brought from my military experience into WBMV is the importance of agility — which I believe to be a critical survival skill. The ability to pivot quickly, adapt to new information, and execute with speed is what separates success from failure.

But agility alone isn’t enough. Leadership is the real game-changer. In my time at the Pentagon, I saw firsthand how bold, confident leadership could turn uncertainty into opportunity. At Coca-Cola, I learned how those same principles applied to the corporate world, especially in large-scale projects like supply chain optimization and market expansion.

Navigating the Future Together

Looking back, I can see how my journey—from the military to the corporate boardroom and now as a co-founder of WBMV—has been deeply influenced by the VUCA framework. It’s not just a concept; it’s a reality of the world in which we live and do business.  

At WBMV, we’re committed to helping our clients navigate this complex and rapidly changing world, turning volatility into opportunity and uncertainty into a strategic advantage.