Make Your Business Unstoppable in Crisis

I speak about brands being unstoppable, regardless of the circumstances. You may wonder if I include a crisis like Corona/COVID-19. The answer is: Yes, I do.

I’ll admit, it’s getting pretty real right now. Whether you have quarantined yourself, or have chosen (or have no choice) to be business as usual, you are affected by Corona/COVID-19.

Crises like these happen. When they do, the result is unpredictable, disruptive, and brings out the best and the worst in humanity. We have seen these disruptions before. Although this particular pandemic is a new variation, there is much we can learn here for any future crisis. We must look beyond the mayhem for just a moment.

In the midst of fears for our health, our global economy has been dealt an enormous blow. Headlines may seem unreal, but all of us are either personally affected, or know others who are. In just my own circle, as a speaker, I have had event cancellations. My husband’s business, the music touring industry, has been hit extremely hard as both small, local concerts, and large events like South By Southwest, have elected to cancel. I have clients in the meetings industry that were grappling with millions of dollars of cancellations last week. Not only that, several of my community’s small, independently owned businesses, like restaurants and hair salons, were defiantly remaining open. Many of our neighbors and friends are grappling with how to work and care for kids while schools remain closed.

Amid all this uncertainty and disruption, amazing creativity is also rising up. Although this crisis has the potential to destroy businesses that were living on the razor’s edge, there is also a powerful strain of resiliency present. There are assuredly businesses that cannot generate income without in-person contact. These include restaurants and salons, airlines, performing artists and hotels everywhere. Yet even they are using this time to stretch the offerings they provide, and create deeper emotional bonds (brand affinity) with their customers. Here are some of the amazing, inspiring actions that brands, both large and small, have undertaken in just one week:

Unstoppable Creativity in Crisis

It is said that Shakespeare wrote King Lear during his time of quarantine during the plague. That is not surprising. When we are in physical isolation, distractions are reduced, and we naturally become more creative, when we set our fear aside. According to psychology professor Gregory Feist, “When we let our focus shift away from the people and things around us, we are better able to engage in what’s called “meta-cognition,” or the process of “thinking critically and reflectively about our own thoughts.”

Today, just days after the world turned upside down, many organizations have pivoted to offering virtual solutions. My church, The Spiritual Living Center of Atlanta, elected to host virtual services via Facebook, where others were staying open out of fear of lost income, or shutting their doors. As a result, our audience showed up in droves. Not only that, these offerings are being shared at higher rates than earlier attempts, raising word of mouth awareness, and brand awareness, just by delivering needed content in a timely way.

Leveraging technology to create needed connection  is not the only channel for creativity. Some restaurants, especially in heavily affected areas, such as New York, have shifted from seated dining to take out and delivery for the moment. This approach is spreading. If the pandemic lasts longer than expected, doubtless other business models will shift. Those who are able, such as hair stylists and masseuses, may opt to make house calls.

Additionally, two of my clients, who have been creating work-from-home tools for businesses, have amplified their efforts to launch quickly. If there ever was a need for these services, it is now.

Our adaptability in times of crisis, and our willingness to shift, amplify and change how we show up. As we offer expanded value in the world, the world will never be the same. This is an unexpected result of Corona’s impact. Our oft-maligned, high-tech and virtual existence may be our saving grace in these times.

Unstoppable Collaboration in Crisis

In my capacity as a professional speaker, I am part of the 3,400-member National Speakers Association. This supportive community has been deeply affected by individual cancellations. My local Chapter rose to the occasion, and provided timely content. Our topic of building a resilient speaking business, delivered virtually, produced higher participation than some of our live events had  boasted. Whether this is a novelty or not, our awareness and value-proposition was greatly enhanced.

The behind-the-scenes efforts to pull off a first-ever virtual meeting in under 36-hours, were intense. We became very aware of what we could do when we focused on a singular goal together. This is a prime example of how new solutions can rise up to the surface during crisis that otherwise would not have been considered.

Additionally, at a national level, I am part of a 22-speaker virtual conference, launching next week. Each speaker is bringing a unique view on how businesses can thrive in turbulence like we are currently experiencing. Each speaker is actively involved in designing and providing value in this conference.

While the focus of this blog is on business, the collaboration of voluntary shared childcare, offers of running errands for our neighbors, and other acts of kindness are heartwarming. In our isolation, we are finding new ways to connect with and support one another.

Unstoppable Values and Purpose in Crisis

When organizations are faced with a crisis situation, it is imperative that they have clarity about their underlying values and purpose. When all choices look like bad ones, two things happen: first, your real allegiance to your values and purpose is seriously tested, and second, your values and purpose are the guiding lights out of an otherwise untenable situation.

In the first situation, where values and purpose are tested, your organization quickly discovers whether  it actually is devoted to  those values. If an organization claims “respect” as a value, and then doesn’t respect the health and well-being of either its employees or customers out of fear of financial loss, then that value is worthless.

However, when an organization looks at its values first, difficult decisions become easier. Values-based decisions lead to a powerful question: “If we have ‘respect’ as a core value, how can we demonstrate ‘respect’ in this tough decision we are making?” This question invites collaboration and creativity to find a solution from a place of strength, rather than fear.

This is the root of the Unstoppable Brand – which is the brand that loves most fiercely. That love, of both customers and employees, earns the brand unbreakable emotional allegiance. This allegiance transcends ordinary loyalty, and makes a brand unstoppable – regardless of the circumstances.

#unstoppablebrand #unstoppableleader #brandrelevancy #organizationalvalues