Times of excessive margins are history. Every entrepreneur, CEO or CFO knows that by now. Organisations need to operate with lower budgets, costs need to be decreased to acceptable levels for business continuity. Companies have been confronted with this unruly reality for a few years. What is causing that reality? What changes would create a new balance for business continuity? Recognising this profound uncertainty, every organisation should stress the importance of making decisions when the time is right. In this article I hope to give you some insights on how to deal with the current turbulent market circumstances and the constantly changing customer’s demand.