While some cry, others sell tissues

It looks like COVID-19 is here to stay longer and affect us more deeply than we were ready to accept. Countries that recently relaxed the restrictions in place until last week, saw the number of infected cases jump again and we surpassed the 5 million confirmed cases milestone worldwide.

I share these thoughts just before completing 10 weeks working remotely from home, knowing that we still have at least 5 more weeks ahead of us here in Singapore.

When the prime minister announced the extension of the "circuit breaker" (friendly nickname given to the "lockdown" here) we knew that we still had 6 weeks to go and many fell in despair, jamming supermarkets in a desperate attempt to replenish their stock of personal care products.

The alarming and growing number of cases in foreign workers' dorms in recent weeks had put an end to any fantasy that the restrictions would ease in early May. Even with the clarity given a few days on how the next phase will play out starting first week of June, effectively nothing much changes.

Despite glimmers of hope about the possibility of finding a vaccine in some corner of the world, there is still no hero capable of saving the day and stop the desperate count of lives lost daily to this plague. This is real. It’s happening now.

The logical side of my brain screams:

"Well, this is the right thing to do, we really need to be isolated for the virus to be controlled",

...while the emotional side does not spare censored vocabulary and screams something like:

"What? It cannot be! How am I coping with this? How will my child cope? I need to go out! I want my life back!"

Initially we only observed the “new normal” experienced by millions of Chinese, Italians and Spaniards, as they endured (and many continue to endure) endless days at home, concerned about their health and the desire to do anything that seems just ... normal again.

It is one thing to look from afar, quite another to feel it in your own stomach. Each one needs to find a way to face and react to this situation, but I must admit that accepting the “new normal” should not be among the alternatives.

Particularly I prefer to be outside playing with my son and wife, meeting coworkers in the office and taking the subway without the worry of having to dodge each and every droplet raised in the air by the sneeze of a sitting being two wagons away.

I hate this pandemic and the "new normal" we are in now. It is distressing. It's terrible and, gees, do we still have months or years ahead of us?

We have to accept the fact that we are going through a Machiavellian and merciless period in our history, no matter how many films you can watch or how many online learning courses you can take to distract yourself. It's crazy.

In the midst of so much uncertainty, the only certainty I have is that at some point you have already freaked out, are freaking out or are going to freak out.

But then, what to do?

The most important thing is to accept that freaking out is absolutely normal in a situation like this. It's okay to freak out.

The second most important thing is to decide what you do when that moment happens to you. You have to find your own way to turn this explosion of emotions into something productive. Remember that the bigger reality is out of your control but that you still have complete control over your choices.

I have daily interactions with colleagues and clients in India, Vietnam, Indonesia, Thailand, Philippines, Malaysia, Australia and other countries in Asia. I talk to colleagues and family members facing this pandemic in Central Europe and the United States. I also talk to friends and family living these dreadful days in Brazil. I can assure you: everyone, without exception, is having to deal with some of the most difficult days or weeks of their lives.

I suggest that you, young entrepreneur or experienced corporate businessmen, try to give yourself the time and space necessary to be scared, nervous, uncertain, BUT that you then obsessively seek ways to transform your anxiety into hard work.

Much is discussed about the losses, the drama, the social and institutional frictions in countries with little or no preparation to face the crisis. We need to believe that while the inevitable global slowdown we are experiencing is unquestionably a time to contemplate and look back, we must also remain receptive to the notion that progress often comes from disastrous situations, in other words: crises demand creative solutions.

Regardless of everyone's economic philosophy, the global reach of this virus must now more than ever encourage continuous collaboration between individuals and also between the public and private sectors.

Humanity needs to move forward, especially when it is under so much pressure. We would be foolish not to look for opportunities at these times. Inventiveness, adaptation and perhaps even the instinct to protect and preserve ourselves, collectively force us to recognize new opportunities, either to address the economic aspects that are so hard-hit or to teach us how to deal with similar events in the future.

Unfortunately Covid-19 will not be the last crisis we will face.

We saw this crisis awaken the entrepreneurial and solidarity spirit of consolidated companies. Automobile manufacturers started to manufacture respirators. Renowned fashion companies have shifted their focus to the production of masks and other protective equipment. Beverage companies converting their lines to produce antiseptic gel alcohol.

We know that many of these measures are temporary, but why not take the opportunity to rethink your business model?

Service companies, in particular, are likely to see a lot of innovation in how services are created, packaged and sold, with online presence gaining even more relevance.

Times of crisis like this are also decisive for building or destroying the reputation of companies. Those who show solidarity by supporting with donations or even adapting their business to help where necessary, in addition to treating their employees respectfully, will certainly have strengthened their reputation, attracting new talent and increasing the retention of their workforce.

And you, have you thought about how to take advantage of this moment to create your own new reality once all this is over?