Day: April 7, 2020

A test for leaders: Creating certainty amid uncertainty

With each passing day, COVID-19 continues to take its toll on people’s lives, threatening their health and their jobs. It is also creating a challenge for executives that few expected or were prepared for, particularly because it’s been a dozen years since the last economic crisis. Employees are asking questions that leaders cannot answer. When will this end? What will this mean for our company? What will this mean for my job?

And so leaders must respond to the challenge by creating, in their words and their deeds, as much certainty as they can provide, to help pull people out of the swirl of reading relentlessly grim headlines (“doom-surfing,” as I’ve heard it called) to focus instead on their jobs, even with the added burdens of working from home and perhaps looking after children.

Understanding that creating a semblance of certainty is among the most important tasks leaders can undertake

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A test for leaders: Creating certainty amid uncertainty

With each passing day, COVID-19 continues to take its toll on people’s lives, threatening their health and their jobs. It is also creating a challenge for executives that few expected or were prepared for, particularly because it’s been a dozen years since the last economic crisis. Employees are asking questions that leaders cannot answer. When will this end? What will this mean for our company? What will this mean for my job?

And so leaders must respond to the challenge by creating, in their words and their deeds, as much certainty as they can provide, to help pull people out of the swirl of reading relentlessly grim headlines (“doom-surfing,” as I’ve heard it called) to focus instead on their jobs, even with the added burdens of working from home and perhaps looking after children.

Understanding that creating a semblance of certainty is among the most important tasks leaders can undertake

Read more

Free Webinar | April 4/14: How to Adapt Your Messaging to the Sudden Change in the Marketplace

Join Neil Gordon, a communication consultant, as he discusses best practices when changing up your brand’s messaging.


2 min read

Opinions expressed by Entrepreneur contributors are their own.


With the COVID-19 scare changing the way we all do business only several weeks ago, established companies are now scrambling to adapt to a whole new and sudden shift in meeting customers’ needs. And with existing offers already in place and ready to be sold, it can be tempting to simply make those same offers and hope for the best. But given how people are now buying for very different reasons, how is a company supposed to pivot their messaging without redoing their entire business model from scratch?

A brand is defined not by the offers it makes but the impact it has. And a successful pivot comes from the business’s leaders having clarity around this underlying impact. When

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