"Not only is it a safety issue, it's a business issue," Billionaire entrepreneur Mark Cuban told CNBC.

Prediction: we've reached "peak inspiration" with our brand messaging. We needed that sense of hope to get through the initial freak-out, and some companies did a great job with it. But leaning too much on inspiration can feel like eating too much of that chocolate bunny. Beyond peak-inspiration? Getting the work done. Where we get back to the pleasures of doing good work.

This is interesting because we may have entered "Covid fatigue," where we're all sick of getting those emails on how that company you bought a puzzle from three years ago is changing because of the pandemic. My take away? Less talk, more showing. Nike doesn't talk about design as much as it shows it, which is why people see it as authentically design-focused.

Friend of the newsletter Alex Her pulled together some good examples of how companies are pivoting their employer brand communications now that it seems the “new normal” is here to stay.

With the events of 2020 having redefined all aspects of work, how you position your employer brand has never been more critical than it is today.

In the similar vein, you can be helping your people not just “survive” things, but finding ways to get better because of the crisis.