For 2022, Uncertainty Is the New Certainty

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

It’s no secret that collaboration is essential to growth, but the how of it isn’t always so clear—and it's the understanding of how that is a true competitive advantage. Join Adweek X, a uniquely formatted event on December 4 in LA, to unlock fresh perspectives, true collaboration and growth.

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.

Congratulations, growth leaders! We’ve survived another year of remote/hybrid work, quarantine and seemingly endless video conferencing.



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