Navigating the uncharted territory of the hydrogen market demands expertise amid ambiguity. As this emerging sector evolves, every business leader wrestles with the challenge of steering actions and investments. Plans veer off course, and projections often clash with reality. Amidst the hydrogen realm’s inherent uncertainty, fear of losing control is a constant specter – the lack of forecasting fosters apprehension.

Renowned researcher in organizations, Philippe Silberzhan (see reference below), delves into this anxiety in a 2022 blog. He asserts that this fear is based on the belief that you need to be able to make predictions about the market in order to maintain control over your business plans. Let’s uncover how this philosophy converges with the hydrogen sphere.

Redefining Strategy in an Evolving Market

1. Embrace the Unpredictable

In established markets, reliable strategies flourish. Predictable demand factors enable informed planning and strategic execution, focused on capturing a defined market share. Yet, this predictive model falters in emergent sectors like hydrogen.

Investor’s Take: Embrace the unknown and adapt. Hydrogen’s uncertainties are rooted in technology, regulations, and consumer adoption – variables that defy forecasting.

2. Champion Co-creation

In volatile markets, Saras Sarasvathy’s management research advocates innovative strategies. Transforming uncertainty into opportunity shapes fresh propositions for evolving markets. Dialogue with customers to collaboratively shape solutions becomes paramount.

Strategist’s Insight: Abandon rigid long-term plans. Embrace Effectuation – an agile co-creation approach. Nurture short-term initiatives while capitalizing on unforeseen opportunities, sometimes against some corporate cultures built for predictable markets.

3. Harness Opportunistic Flexibility

Hydrogen’s emergence invites unforeseen openings. By sidestepping rigid plans, organizations foster an adaptable mindset. Collaborative partnerships and agile adjustments drive creativity and resilience.

Pioneer’s Perspective: Resist the urge for absolute predictions. Prioritize short-term prospects, foster collaborations, and craft a robust market entry strategy.