Strategic Hibernation: A Business Survival Guide for Turbulent Times

“May you live in interesting times,” is supposed to be a Chinese mantra. But according to Cambridge University China expert, Christopher Marquis, our current interesting times are actually a curse for businesses seeking stability rather than disorder. Is this, then, a moment for “strategic hibernation” Marquis asks in a provocative Harvard Business Review piece. Yes, he mostly answers. Businesses are indeed frozen by a perfect storm of uncertainty—overhyped AI, tariffs, and climate disasters. And speaking out in these turbulent times, he warns, can carry severe consequences -such as Jack Ma’s “cancellation” and the NBA’s exile from Chinese TV demonstrated after political missteps. Marquis, author of Mao and Markets, draws on his decade observing Chinese corporate survival tactics to counsel American companies navigating the stormy Trump waters: continue vital work like DEI internally, but avoid publicly poking the political bear. The Prohibition playbook offers a historical model—1920s brewers pivoted to soft drinks using their core bottling capabilities, hibernating their alcohol-making assets until the environment changed. The exception? Brands built on moral values, like Patagonia and Dr. Bronner’s, shouldn’t go silent—but even they should seek strength in collective action rather than standing alone. Rather than poking the bear, Marquis concludes about our interesting times, become the bear and hibernate.

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