Crises are Endpoints

Crises aren’t endpoints; they’re stress tests that make us stronger.

Too often I see clients freeze during times of crisis. Whether it’s the market or the broader economy, instead of asking, “How can we thrive?” they ask, “How can we survive?” You cannot do more with less, but many try in a crisis because it feels safe. They obsess over preservation instead of pursuing growth.

Covid-19 exposed which businesses could adapt to remote delivery. Telehealth, online education, and food delivery didn’t just “get through” the crisis—they exploded because leaders treated the disruption as a challenge, not a funeral.

One of my clients, a small grocery cooperative, grew to a 36.9 percent gross profit margin, issued quarterly bonuses totaling $20,000, and eliminated more than $100,000 in loan debt—all during the turmoil. Another client, a global cybersecurity provider in the national security sector, transitioned over 300 of 360 employees to remote work almost overnight, minimizing the operational impact of Covid-19 and increasing their resilience.

My most successful clients don’t ask, “How do we survive this?”
They ask, “What can we do now that wasn’t possible before?”

They become the disruptors rather than reacting to the volatility others create. They don’t just try to understand the operational environment; they seek to shape it. They are very intentional about their actions and how those actions affect their mission.

If you want to thrive instead of merely endure, start here:

• Ask: Where is the opportunity in this disturbance—for us and for our clients?
• Exercise: List your current “crises” in one column and at least one possible opportunity in the next.
• Act: Call one client this week and talk about how they can thrive, not just survive, in the current environment.

A ship in harbor is safe—but that’s not what ships are built for.
Ships don’t stay in port during every storm; they head out where they can maneuver.

If your only strategy is to wait out the storm, you don’t have a strategy. And you won’t thrive—if you’re lucky, you might just remain afloat.

Categorized in: General