How To Win Through COVID
“In the midst of chaos there is also opportunity.”
Sun Tsu
COVID. I know you’re sick and tired of reading about it. I certainly am. The media have had a field day spreading doom and fear like a suffocating blanket over the world. Nevertheless I strongly believe that COVID is an incredible opportunity for all of us - if we choose it.
You see I think of COVID like the "Sorting Hat” in Harry Potter - the magical Wizard’s hat that quickly sorts new students into different houses. Every business, and every employee will be “sorted” thanks to COVID - into success or failure. The very good will rise to become the very best, and the mediocre and outright awful, will be hit the hardest and fall away. Fortunately this isn’t some random “luck of the draw”. It is based entirely on our attitude - and ability to pivot our strategy, our thinking, and our product and service offerings in this new emerging economy.
Need proof? Just look at history.
More millionaires were made during the Great Depression than in any other time in US history.
George Jensen quit his day job working at grocery store Piggly Wiggly when his boss wouldn’t hear of his suggestions, and started Publix Grocery Stores in 1939. Today there are over 1000 stores across the USA.
A mild-mannered farmer called JR Simplot bought an Idaho Potato farm in 1929 and worked the land for himself. Anything he couldn’t sell his family ate. He started innovating a freezing process for french fries, and today supplies a third of all French fries in the USA through the fast food industry.
And let’s look to more recent times. Warren Buffet has made his fortune by swimming against the tide. When others were fear-ridden, slashing budgets and selling out, Warren swoops in - buying under-valued opportunities, pumping up marketing spend and repositioning products and services.
I say this to all our private clients. NOW is the time to get ahead. While your competitors are flailing about - seize the opportunity to show strength and leadership in your markets. Be MORE visible. Crank UP your advertising (it’s a far less cluttered marketplace to get messages through). Strategize about how you can adapt your business to this new economy. Follow the flow of money (it always flows somewhere). Then take DECISIVE, IMMEDIATE, ACTION.
In other words, invest in your customers, invest in your marketing. And invest in your business itself.
Note: This is the first article in a multi-series on thriving through COVID. Let’s go!
