How Businesses Can (and Should) Lead in the "New Normal"

The outbreak of COVID-19 has changed the fabric of daily life for almost every person around the globe.

Amid worries about physical safety, and navigating the physical separation from much of society, there’s also a sense of impending doom as we wait to gauge the full impact of quarantine on the economy.

Small businesses, entrepreneurs, and even larger corporations are scrambling to scale operations, and decide on both an immediate plan, and one for the uncertain future. It may not feel like a time to lead, but organizations can--and should--maintain a vision for leadership in this time.

Why?

Companies are largely visible. In addition to being a bedrock for the economy, they also serve as a visible marker of reactions; if corporations panic, then it must be bad. If they’re simply pivoting (and sharing how that’s possible), then the general public has an example to follow and a reassurance that overcoming the challenge is possible.

But how?

Three suggestions for qualities that businesses can embrace to enhance chances of success in the new normal...

Change Agility. It’s always a good idea to have adaptability to change as a company value, but many of us don’t like the actual engagement of it, when big changes occur. If companies can exhibit resilience, it can encourage both clients and the public. Is your business plan rigid? Or does it have the ability to adapt?

Progress Focus. The bottom line is always the bottom line. Businesses exist to make money, and there’s no getting around that. But any business person worth their salt knows that gains aren’t always monetary, and that progress always has to precede profit. Make the progress the focus, and decide how that looks in the current economic environment, don’t compare it to previous performance. How does your company measure progress?

Graceful Guiltlessness. There’s a very real concern right now about appearing opportunistic if you promote your business or offer specials due to the outbreak. It’s always a good idea to put communication through the filter of graceful consideration, no matter what the current state of events, by thinking about your messaging, and the purpose behind it. However the fact is that if businesses don’t continue to operate, the economy--and everyone involved in it--will suffer. Belts need to be tightened during a crisis, but business must go on. If you can help the community as a business, you should, not just because it’s good PR, but because it’s the right thing to do. But keeping your business alive is also the right thing. Be conscientious in your communication, and donate help/services/funds when you can, but don’t feel guilty about trying to stay profitable. Do you have guidelines about the communication for your branding? Have you considered what changes might be necessary in the current environment?

This is a crisis, but it will pass. It may change the way we do business temporarily, or long-term, but the key to weathering the storm is continuing a leadership mindset.

Be conscientious, do the right thing, and continue moving forward.