Vitality, uncertainty, complexity, and ambiguity (VUCA) describe businesses in today’s technological age

By Shelley Seale


Austin, Texas, USA


VUCA is a term that describes a lot of businesses in this day and age, says Ankush Wadehra, partner and co-lead at Boston Consulting Group.

At the INMA South Asia Media Festival, Wadehra explained what the acronym stands for:

  • Vitality
  • Uncertainty
  • Complexity
  • Ambiguity

“With the advent of new age technology, there’s a need to reinvent yourselves,” Wadehra told INMA. “As you get pushed into the corners, to redefine the boundaries, and I think VUCA explains that really well.”

About Shelley Seale

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