Why is now the right time for your biggest breakthrough?

We are living in times that, just a decade ago, we would have attributed to scenarios from futuristic thrillers. The world order as we knew it is being reshaped, and news about wars and economic fluctuations reaches us faster than our morning coffee due to widespread digitalization. In such an environment, every shift on the other side of the world is instantly felt in our own pockets and in the operations of our businesses.

But history teaches us something crucial: the biggest shifts never happen in the comfort zone. They happen when people are pushed into a corner. Let’s look at how turbulent times can become a laboratory for success.

When the stage collapses, you build a digital arena

A very good example of this kind of thinking comes from our closest business circle. Our partner, Jaka Gornik, spent many years building his path in the world of live events. When the covid pandemic caused a lockdown in 2020, his industry practically stopped overnight. There were no conferences, no meetings, no stages. Many would have waited for the storm to pass, but Jaka understood that the world would not return to its old tracks so quickly. Out of that necessity, Confiva was born. What started as a “survival” solution evolved into an advanced digital platform that now sets new standards on a global level. Instead of mourning empty halls, Jaka built virtual hubs that erase borders between countries. The lesson of his story is clear. A crisis is not the end of the road, but a signal that it’s time to change the vehicle.

From air mattresses to selling cereal – Airbnb

A similarly incredible story was written in 2008, when the world was heading toward a financial collapse, by Brian Chesky and Joe Gebbia, two young designers from San Francisco. When a large conference was taking place in the city and all hotels were fully booked, they set up three air mattresses in their apartment and offered bed and breakfast (hence the name – “AirBed & Breakfast”). The beginnings were not promising. Investors rejected them, and debts piled up. To keep the company alive, during the 2008 presidential campaign they made an unusual move: they bought large quantities of cereal, designed packaging with the faces of Obama and McCain, and sold them as collectible items. This earned them their first $30,000, which allowed them to survive. Airbnb did not succeed because of technology, but because its founders understood that in a crisis, people need cheaper solutions and new sources of income. Today, those who win are the ones who can quickly switch from “this won’t work” to “what if we try a different way?”

From snowy Paris to an AI future

If Airbnb was born out of the need to pay rent, Uber was born out of pure frustration with inefficiency. The story began on a snowy evening in Paris in 2008. Garrett Camp and Travis Kalanick stood in the cold, unsuccessfully trying to get a taxi. At that moment, a simple but revolutionary idea came to them: “What if you could just press a button and get a ride?” Uber (then Uber Cab) officially launched in 2009, in the middle of the worst economic crisis. The timing was not accidental. High unemployment created a large pool of drivers looking for flexible income, while customers were seeking a more reliable alternative to expensive and inefficient taxi services. Today, in 2026, Uber is no longer just a “ride-hailing app.” After 2023, when the company finally became consistently profitable, it crowned its journey with outstanding results. In 2025, its annual revenue exceeded $52 billion. The company is also keeping pace with the times by offering autonomous rides (robotaxis) in 15 key global markets, including London and Los Angeles. Uber’s journey from an idea born in a snowstorm to a global giant tells us a lot about the secret of success. Those who successfully solve a real customer problem don’t just build a successful company—they can create an entirely new industry.

Your strongest shield – customer lifetime value (CLV)

In turbulent times, when marketing budgets are under constant pressure, many make a fatal mistake. They panic and chase new customers while forgetting about the ones they already have. But in a crisis, a loyal customer is worth more than ten new ones. In times of crisis, the winners are those who understand that loyalty is not a discount, but a relationship. When people feel uncertain and afraid, they will always return to where they feel safe and valued. If you can provide your customer with an unforgettable experience even in difficult times, you are not securing just a one-time purchase, but a partner for decades. In times of crisis, loyalty programs are not just dry point systems, but a sense of belonging to a community that weathers the storm together.