At such times of crisis and adversity, employees, clients, and customers are looking toleaders for reassurance, inspiration, and courage to guide them through the storm. And
it’s a tall order – an email with heartfelt thanks and wishes for good health is a start,
but much more is needed.
So while this is far from the best of times, it is worth asking what this time is actually
best for. When business as usual is impossible, it’s the perfect time to ask: What might
business possible, business next, business better look like? What might business with
purpose accomplish? The challenge for leaders now is to steer colleagues and associates
from business panic to brand purpose. Indeed, (re)activating your purpose can provide
stability to your people and forward momentum for your business. Here’s what that
might look like.

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