Orientation and guidance in contexts of uncertainty<br />XMC breakfast

In this breakfast session, hosted by Eric Parize, we welcome Robert Branche, who will tell us how a consultant helps managers to build their strategy and implement it in a world of uncertainty. The 2008 crisis has swept away the last illusions: everyone is now aware of the limits of economic forecasting. But how can you run a business when uncertainty is king? Should we give up on long-term projects and simply manage from day to day? But how can we give meaning to collective action, attract talent and motivate investors? Should we, on the contrary, reinforce discipline around a strong, unifying objective, behind a charismatic leader? But how do you weather the storm and adapt your course to changing circumstances? Robert Branche shows that, like a river, a company needs to set its sights on a sea, which will act as a stable attractor in the face of environmental hazards. Author of the book LES MERS DE L'INCERTITUDE, he suggests three innovative ways to succeed in the face of uncertainty: - Think from the future: you can't understand where a river is flowing by looking at the meanders of its course. - Choose your sea once and for all: L'Oréal is never done aiming for beauty, nor Google information or Nestlé food. - Looking for ease: without the support of the natural slope of the land, it's impossible to progress in the right direction amidst storms, deluges or droughts. Like an impassive river, the company thus takes advantage of accidents in the terrain to gain strength and resistance as it progresses towards its sea.


Speakers :
Robert Branche
X, Ponts et Chaussées engineer, began his career in 1979 in the public sector before joining the L'Oréal group in 1985, before moving on to strategic consulting for international groups.