Start by embracing the discomfort of not knowing.

Many of us are reading more than usual these days – perhaps one of the scarce positive aspects of the COVID crisis. For business readers seeking Profound and actionable business advice for Covid-driven challenges.

How does your brand change what it values? Here are six possible ways to approach how you change in light of the crisis (based on a study of how brands changed in 2009 after the initial housing collapse). Thinking through these ideas is how to position your brand to be far more effective and valuable once things calm down.

I've long stated that employer branders are crazy because their job involves being responsible for every aspect of the company that impacts the brand (i.e. all of it), without any of the authority to change things. Recent news only adds a new element to this madness: rampant uncertainty at every single level. But uncertainty isn't just survivable, but an opportunity for you to elevate your work, your company, and your ideas. How? Change your mindset as you embrace uncertainty.