This may be the event that finally humanizes us all in the way we conduct business. No longer are we separating business from personal. I have seen the inside of my client’s homes; their bedrooms, I have met their children as they run past monitors or just want to say “hi to daddy’s friend.” I have listened and shared our mutual fears about how this is impacting our families and our lives on a very personal level. And while it may still be a shock to many, it has finally blurred those lines for all of us. What does that mean for “business as usual?” It means we all have obstacles and challenges, but here, now the difference is that we are all in the same boat. What does that mean for our current and future state of business? It means, failing to recognize that we have blurred these lines, that there are many future unknowns, is a failure to be able to move forward at all.
The reality of it all is two-fold; one, focus on effective ways to communicate with your audience in an authentic and meaningful way that automatically becomes part of your long term strategy and two, don’t wait to address that this has already changed your business otherwise you risk being left behind to those that are willing to have the more challenging conversations.
The other kicker currently rocking everyone’s world is that the comfort of the “tried and true” methods are no longer valid. The annual event that takes months to plan and though you include unique elements every year, has some familiarity with your staff and your attendees. Competing with not only other organizations during business hours, you are now competing with working environments that are new to everyone and come with their own distractions and challenges. This is another example of how businesses are getting personal. It’s crucial to recognize, acknowledge and adapt to our current situations.
You are likely being tasked with trying new tactics, methods and strategies to reach your client/customer and employees. Digital is more crucial than ever as is moving outside of your comfort zone.
The ones who will succeed will define what their goals and objectives are and throw common practice tactics out the window in lieu of using methods that meet your customers/clients and employees where they are.
Below are a few examples of businesses pivoting that we’ve been reading about. It’s this shift in thinking that is creating new opportunities for businesses and a way to remain relevant.
Corporate Retailers Join The Healthcare Industry:
Gap Inc., Zara & Nike join other large retail corporations in healthcare battle to produce necessary protective items.
Dispensaries Go Drive-In:
CommCan Dispensary in Millis, MA quickly adapted by purchasing a low frequency FM transmitter for their retail and medical marijuana business. Folks arrive onsite, receive a number and are advised to wait in their car until their number is called.
Sex Toy Industry Booming:
Did you know the sex toy industry is booming due in large part to social distancing?
High End Seattle Restaurant Saw A Need and Delivered:
Canlis, a fine dining staple in Seattle for nearly 70yrs pivoted its entire business model from a 4-course $135/plate establishment, temporarily closing its dining room and offering instead three new virtual restaurants: bagels to-go in the morning, burgers and sandwiches available via a drive thru in the afternoon and meal delivery in the evening.