Based on more than twenty-four hours of in-depth interviews with fifteen CEOs from different countries and sectors who have faced multiple business challenges, this research project will help managers and academia to tackle the currently disruptive digital era, in which prompt and decisive actions are required. Morgado, with extensive experience in transformation and turnaround projects, provides business leaders with a complete framework for making decisions in these turbulent and uncertain times. This dynamic view combats management by paralysis or attentisme the French word meaning to remain alert while doing nothing.