In Times of Uncertainty, Creativity Will Strengthen Business

In times of uncertainty, few things are sure.

We all want the situation to go back to normal, but we don’t know when that will be.

We all have businesses to keep running, but may have limited means to do so.

And we all want to feel safe — ourselves, our colleagues, our customers.

Marketers know that creativity is always the way out. Amid the COVID-19 crisis, Time Out magazine just renamed itself Time In. Brewdog and LVMH started producing hand sanitizer instead of beer and fragrances. And various restaurants are offering discounts and free food to healthcare workers.

The situation is different for every industry, but all industries are affected. I’m in business aviation, and believe me, it is not business as usual. It is true, however, that private aviation has always been about being able to catch the next business opportunity. So, not surprisingly, we have been observing and responding to new customer needs as they emerge around us.

From our customers to our partners, we have to work hard to keep everyone safe and businesses moving. And come up with new solutions every day:

? Concerned about contagion? We sanitize our planes before each flight, and we’ve stopped shaking hands; we welcome you with a nod instead;

? Are you struggling with your business? We enrolled a CEO coach to support you;

? Struggling to get surgeons around? We offer select free flights on our fleet to support their movements;

? Need to keep dreaming? Let’s arrange an incredible trip for when this crisis ends;

? Feel safe having a jet at hand? We offer dedicated leasing options, for as little as one month;

? You have a yacht but don’t know how to reach it? A jet-to-yacht safety channel is just what you might need;

? Who said private aviation is all champagne and caviar? We are transporting medical equipment, too.

Every business needs to safeguard each step of its value chain. 

There are simple questions you can ask yourself to determine the key factors your business can influence.

? Who is still buying? Are there more people with the same profile out there? Grow your market share within that segment.

? Why do they keep buying? Tap into similar insights to extend your outreach outside your core audience.

? Which businesses and services are being disrupted right now? Reset the purpose of your services, and serve a new need that is not satisfied by traditional means.

? How can you retain your customers and reactivate them as soon as the crisis is over? Create an incentive plan, and ask your partners to help. You can all come back faster if you join forces now.

? How can you make a difference? Which stressful situation can you smooth out, directly or indirectly? You can make a strong emotional impact and build relationships for the long term.

To emerge strongly from a crisis, we need to be prepared and in good shape. Sometimes it can feel like a waiting game, but waiting is not enough. You need to adapt quickly.

Who should be making these business decisions?

Every company is different. Marketing collects those daily key performance indicators (KPIs) to identify how the public’s feelings are changing:

·      Is engagement up on your social media platforms?

·      Which pages on your websites are overperforming?

·      Which emails or campaigns are getting traction?

·      What is the media world covering more naturally, and how can you fit in the news cycle organically?

Leaders are leaders, no matter where they sit. For example, a colleague in logistics could come up with a solution or idea for the company by understanding the new value of a specific way to deliver a product. Let the energies flow in your company to discover new leaders that can act in times of crisis.

Be the best manager you can.

It’s not going to be pretty until it’s over. Your task during a crisis is to take your company there with minimum disruption. Reassure your team. Do not criticize any ideas. Encourage good ideas to continue coming your way.

More than ever, your team members must feel that you care about them. Talk to them every day. Let them hear your voice. Make it personal and listen intently. Especially during a crisis, a sense of daily achievement is important for retaining a high-performing team. Every morning:

? Call your team to clarify the priorities for the day, especially if they are working remotely. You need to provide clear instructions.

? Open with a positive story.

? Agree on a separate time to sort out any issues, or simply listen to their needs.

? Close each conversation with an actionable, achievable goal.

Finally, take time for yourself. You need to be in top condition to lead with a clear mind. Personally, I’ve decided to read the news only once a day; there are detailed and concise summaries that keep me up to speed. I have also stopped all notifications on WhatsApp and email. I am sitting at my desk anyway; no need to be reminded. Instead, I can focus on our goals, one by one. And since I don’t need to go out and buy my meals, I now take a full 30 minutes to enjoy my lunch!

During a crisis like COVID-19, the business world may be slowing for a bit, but it is still moving. Let’s be creative, and let’s stick together. So, what will you come up with next?