Part 1: Pivoting your business mid-crisis

First, the obvious: the past few weeks have sent the business world reeling. Almost overnight, we all went from business-as-usual to business-plan-out-the-window.

While we in no way think this current pandemic is positive in any way, that doesn’t mean businesses can’t do their best to make lemonade from this seemingly endless pile of lemons. Let’s be real, the world almost never slows down enough for most organizations to stop and reevaluate.

In the best of times, it’s too easy to let your business’s strategic plans (collectively your brand positioning, marketing, and communications plans) get muddled and off-track. With constant and competing priorities demanding your attention from every angle, staying the course on implementing your plan (or even remembering you have one at all) is tough.

Now more than ever, it should be clear how important an authentic and nimble strategic plan can be to not only keeping the doors open (figuratively speaking) during a time of crisis but also for helping your business thrive in the long run.

No matter your industry, there are a few key activities you can be doing right now to not only weather this current situation but better position your business for greater success on the other side of it.

The first step is to take the time to reimagine your business.

Understanding the current reality of your business is key. We can almost guarantee it looks different than when you started or even how you picture it now. Take some time to examine the following questions:

  • Do your existing mission and values reflect your current business goals? Do they truly resonate with your team and customers when tested by a crisis situation?
  • What are the strengths, weaknesses, opportunities, and threats (SWOT) for your business in the current crisis and in more normal times?
  • What are the skillsets of each team member? How can these skillsets best serve your company in the current situation?
  • What are the products and services you can actually sell today? Is there a market for these in the current situation? How successful/profitable are they when things are more normal?
  • What are the pain points of your best clients and potential customers now? What are they normally?
  • How can you reposition your products or services to alleviate those pain points?

For owners, managers, executive directors, and teams, it’s time to take back your control and set some new plans in place. This can help you not only get through the current situation but, hopefully, carve out an even more successful path for the future.



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