The Great Stagnation: Navigating the tension between global hesitancy and economic impatience

A world on pause and fast-forward

We are living through a paradox. On one side, businesses and governments around the world are pressing pause - delaying decisions, conserving capital, and retreating into caution. On the other hand, the immediacy of modern life is fostering impatience in consumers and stakeholders, boards, and investors are demanding acceleration, efficiency, and rapid returns. It is an uncertain state of simultaneous freeze and frenzy. This paradox is not just confusing; it is paralyzing.

The tension between "global decision-making hesitancy" and "the impatient economy" is fast becoming one of the defining challenges for B2B technology companies in particular. Despite the promise of digital transformation and AI-led efficiencies, many organizations are stuck in strategic limbo - unsure whether to leap forward or hold back. This blog explores the root causes of this contradiction, the risks it poses, and how businesses can break free from The Great Stagnation.

The roots of global hesitancy

Why are so many leaders choosing caution over growth? The answer lies in a confluence of complex economic headwinds and destabilizing global forces causing uncertainty:

• Geopolitical instability: Wars, regional conflicts, and diplomatic tensions - from Ukraine to the South China Sea are reshaping global supply chains and creating unpredictable operating conditions.
• Economic protectionism: A resurgence of tariffs, trade barriers, and national-first policies is undermining the openness of global markets. The U.S.-China trade war alone has affected over $550 billion in trade.
• Market volatility: Persistent inflation, fluctuating interest rates, and recession threats have made capital more expensive and less accessible.
• Cost-of-living crises: Consumer spending is squeezed, creating downstream effects for B2B segments as businesses struggle with revenue compression.
• Technology anxiety: Generative AI’s rapid rise has sparked excitement and fear. According to Goldman Sachs, as many as 300 million jobs globally could be impacted, creating uncertainty about workforce planning and skills investment.
• Erosion of capitalism’s global consensus: The post-WWII economic model of liberal trade and shared growth is fracturing under nationalist and populist pressures.

Even well-capitalized companies are stockpiling cash, delaying investments, and suspending innovation programs - not due to weakness, but due to strategic confusion.

The Impatient Economy: Performance pressure and productivity paranoia

Meanwhile, a different kind of pressure is building. Despite the macro headwinds, the expectations of performance, profit, and progress have not eased.

• Investors want faster ROI: Private equity and venture firms are pushing their portfolios harder than ever, demanding short-term gains in environments that require long-term thinking.
• Boards demand transformation: Many companies are reacting to disruption by initiating sweeping transformation mandates, often without a realistic sense of their organization’s readiness.
• Teams are stretched: Go-to-market (GTM) teams are being told to deliver more pipeline, faster conversions, and better retention with fewer resources.

This mismatch has created a culture of efficiency obsession and short-termism. McKinsey reports that 70% of digital transformation efforts fail due to lack of strategic alignment and clear outcomes. CB Insights found that 42% of startup failures are due to building products no one wants - a direct consequence of rushed GTM execution and lack of market insight.

Companies are being asked to sprint while shackled to uncertainty.

When opposing forces collide

This is the deadlock. Decision-making hesitancy clashes with performance impatience. The result? The Great Stagnation.

In this state:

• GTM launches are delayed or abandoned mid-flight.
• Strategies are over-analyzed but under-executed.
• Teams are demoralized by directionless pressure.
• Customers receive mixed signals - hesitation masquerading as agility.
• The cost of inaction, in many cases, is now greater than the cost of a failed experiment.

A Path Forward: Ecosystem-led boldness & strategic clarity

So, how do we escape this trap? The answer lies not in doubling down on caution or speed, but in realigning the GTM system around ecosystem-led boldness and strategic clarity.

• Ecosystem-led growth: Build resilience through interconnected value. Partner ecosystems, communities, and platforms can help de-risk innovation, share go-to-market costs, and amplify reach. According to Gartner, ecosystem-centric GTM strategies are projected to grow 30% faster than traditional linear models by 2026.
• Scenario planning: Create adaptive GTM strategies that operate across multiple macro scenarios. Strategic flexibility builds confidence and confidence enables action.
• Culture of experimentation: Encourage smart risk-taking. Even small pilot programs can create momentum. Treat innovation as a portfolio, not a single bet.
• Invest in trust: Internal alignment and external transparency are key. According to MIT Sloan, high-trust cultures are 2.5x more likely to perform under pressure.

This is not about fearless leadership. It’s about grounded courage, knowing the risks, and moving anyway.

‍Avoiding the “swamp of stagnation”

Stagnation is not a passive outcome; it is the failure of coordinated courage. As leaders, we cannot wait for conditions to be perfect. The world won’t slow down, and our customers won’t wait.

Now is the time to:

• Align your teams around bold, achievable bets.
• Reframe hesitation as exploration, not avoidance.
• Invest in GTM strategies that are ecosystem-aware and market-responsive.

In an era where hesitation and impatience threaten to cancel each other out, those who lead with clarity, conviction, and collaboration will be the ones to break the stalemate and spark the next wave of real growth.

The Great Stagnation is real. But it’s not inevitable. Let’s choose to act together. If you are currently caught in the middle of this tension and your GTM engine is stuck in the swamp of stagnation, get in contact. We can help to rapidly diagnose and create a quick win blueprint for real action and results whilst building new strategic foundations for longer term success.