I keep coming across the term "VUCA" in my reading. While not a particularly elegant term, it is useful to describe the challenges most companies face in today's hyper-competitive markets:

>VUCA is a concept that originated with students at the U.S. Army War College to describe the volatility, uncertainty, complexity, and ambiguity of the world after the Cold War. And now, the concept is gaining new relevance to characterize the current environment and the leadership required to navigate it successfully. > source