For 2022, Uncertainty Is the New Certainty

From cookieless personalization to worst-case-scenario planning, now is the time to rethink everything

Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today’s installment is the first in a two-part series from McKinsey partner Kabir Ahuja on growth imperatives for CMOs in 2022. Below, in his own words, he shares five ways to flip the script on this year’s learnings.