Where Do We Go From Here?


In the US, we have reached the point in the Covid-19 pandemic that more cities and states are issuing shelter-in-place orders every day. This is creating a substantial hardship on our nation’s small businesses. While there are government programs available now to provide aid (you can easily find these via Google), it still is going to be a while before we get back to normal. For now, we need to survive.

While we are busy surviving, we need to be thinking about not only recovering, but about what fundamental strategic and tactical changes we can make to our businesses to be stronger for this pain. We cannot simply go back to what we were. The economy will NOT be what it was prior to the pandemic. A recession will still be taking place for several months even as we climb out of it. What do we need to do?

Right now, conserve your cash. Take government programs, offer discounts, cut back hours and reduce expenses as needed. I will suggest that, if you cut hours or enact layoffs that you, as the owner, participate in a bigger way than your team. Lead by example.

Concurrently, research what your industry has looked like as recessions of the past have come and gone. Make needed adjustments. If you aren’t sure how to make the needed changes, get a mentor/coach. Use every resource you can get your hands on to restructure and re-tool. Be ready for whatever is next.

The changes won’t be the same for every industry. Some industries are counter-cyclical; they do better when the economy is down and consumers pull back spending (think fixing your car vs. buying new). Others will have an extended recovery timeframe. They will need to market hard, and get creative about products, services and delivery channels to stay “in the game” until the economy improves.

We cannot assume that what worked before will work now. Access every resource you can in order to lead your business back. Don’t be shy. Be bold. Your team and customers are counting on you.

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