From government administration upheaval to artificial intelligence’s (AI) impact on almost every industry, 2025 was a rollercoaster of a year. In moments of uncertainty, chief executives who take a stand and make decisions for themselves and their companies through the twists and turns will emerge strong, not shaken.
EY (YPO’s Strategic Learning Advisor) held their Strategic Growth Forum® in November 2025 and I was fortunate enough to attend. It was amazing to meet so many innovative, thoughtful and successful leaders charging into 2026 leading brands like Truly Free — which is truly changing the world with creating cleaner, nontoxic homes — to Poppi soda, which went from a small kitchen business to a USD2 billion exit with Pepsi.
As familiar forces accelerate and new ones emerge, 2026 won’t be defined by what you notice but by what you decide. Here are seven decisions every CEO must confront in the year ahead.
Invest in community
As AI continues evolving and automating tasks, it creates a void in human connection. Community will be the heart of navigating this new world and relationships, human experience and knowledge sharing will be key.
For YPO members, nothing exemplifies deep, personal connection and community more than forum — a tight-knit group built on trust and confidentiality, offering honest insights and perspectives.
Enter the generative AI race
Don’t sit on the sidelines of generative AI, automation and visibility. This is the year choosing to get in the race becomes a survival decision.
Full disclosure: I spend much of my time advising Relevance, an AI visibility agency, so I may be biased. But ask yourself: Are you already using AI more? Are your customers and employees turning to tools like ChatGPT and Gemini for answers? By the end of 2026, personal AI agents will be actively supporting decision-makers.
If you want your company to compete, you must decide to show up where AI is shaping perception and discovery. You don’t need to be an expert, but you do need momentum. Don’t be left at the starting line, letting your competitors lap you.
Lead fearlessly
At the EY Growth Forum, I ran into YPO member Mark Drever from Xcelerate Solutions, a leading defense and national security company. When I asked him about his plans for growth in 2026, he lit up. He had all the confidence that no matter what challenge was thrown his way, he would persevere and advance to where he believed the company could be. I couldn’t see any doubt in his confidence for a bright future.
Like sports leadership, a lot of business leadership is about the fearlessness and confidence you can bring to the team during challenges. It’s infectious; when others see that confidence, they can power through the barriers.
Be a memorable brand
With AI content flooding online channels, creating a memorable brand is critical.
Kemo Sabe stood out as one of the most fun brands I interacted with at the EY Growth Forum. Their luxury western wear paired with their immersive in-store experiences — some locations have bars inside — create emotional ties for their customers and has positioned them as one of the leading brands in their category in places such as Whitefish, Montana, and Park City, Utah, as well as other destinations where that rugged yet elevated aesthetic thrives. Led by CEO Wendy Kunkle, the company’s mantra is “Make Everyone Feel Important,” and it shows.
Use technology to remove friction
Technology should give leaders and customers alike critical resources at their fingertips. YPO member Kirsten Baker is doing just that as the founder of Jeenie, a mobile platform revolutionizing language access through AI+Human multilingual and multicultural communication.
I was stunned that within eight seconds, I could have a translator on my phone to address any language barrier in real time. I’ve traveled all over the world, and you can guess how many times I get stuck somewhere trying to communicate.
Baker decided to use technology to simplify massive challenges, and now it’s solving problems at a global scale.
Own your niche before expanding
Many leaders and entrepreneurs try to serve everyone and end up resonating with no one. Many of the most successful firms often begin by owning a niche, proving the model and then expanding.
Squire started out focused on software for barbershops and has grown into tech leaders in the barbershop industry, with a loyal customer base. Now, YPO member Dave Salvant and his co-founder, Songe LaRon, are seeing opportunities to scale their proven model, working with small business owners in other fields.
Do real good with your business
This does not mean you have to turn into a nonprofit or lose money. Emphasizing altruism can actually be a growth advantage.
Another one of the award winners I loved to be around was Crazy Aaron’s. When I say I hate slime, I mean it. I never allowed it in my house until my sister bought Crazy Aaron’s putty for kids.
At a Growth Forum breakfast, I ran into the founder, Aaron. His positive energy for the product was great, but even more I loved that he cared about things like making the product nontoxic and safe for kids. This obviously costs more to make than the overseas product, but it’s succeeding so well because parents want these safer products in their house.
The Ernst & Young Strategic Growth Forum remains a rare opportunity to connect with some of the most impressive people on the planet. It was no surprise to see it flooded with YPO members and a strong connection between the two brands.
What stood out most was not the conversation about trends, but the clarity of decision-making among those already looking ahead. The year 2026 is shaping up to be a year of opportunity. The question is whether you’ll meet it decisively.
