Now that the Covid-19 situation is behind us…What Now?

Updated: Jun 28, 2021


The worst related to Covid-19 is hopefully behind us, as we all embark on a journey full of hope, optimism, peace, and prosperity.

Here are a few pointers to guide us in our journey into the future and make it truly memorable.


1. Cultivate gratitude & empathy

There were people who died and people who lost jobs; there were businesses that collapsed. Be grateful if none of that happened to you. You are still alive to make things happen. Cultivate empathy for your fellow inhabitants of this planet. We are humans after all!


2. Let “purpose” build culture & drive strategy

You may or may not have started your business with a purpose. Probably, now is the time to seriously think about it. Build your company culture around this purpose, align your goals, and let “purpose” define strategy. You will reap handsome rewards and tremendous satisfaction.


3. Adopt “digital” in a big way

Digital is the future. Think digital in all aspects of business, be it manufacturing, supply chain, HR, sales/marketing, or finance.


4. Innovate to continuously add value

Come up with innovative approach and solutions to continuously add value to your customers. They had a tough time fighting COVID-19 and will appreciate your support.


5. Care for other stakeholders too

Focus not only on your shareholders, but also on customers, employees, suppliers, society, and the government. The pandemic has shown how important every stakeholder is to a business.


6. Invest in health – build physical, mental & emotional resilience

There were many rich people who died. People who though that money could buy them life were proved wrong. Those who were physically, mentally, and emotionally strong survived. They also lent a helping hand to those who suffered. Take care of your health as well the health of your near and dear ones.


7. Go GREEN

The planet earth is not for humans alone. According to Vishnu Purana, an ancient text of Hinduism, there are 900,000 aquatic species, 2 million species of trees and plants, 1.1 million species of insects and reptiles, 1 million species of birds, 3 million varieties of four legged creatures but only 400,000 species of human beings. And we thought that the planet belongs to us! Care for the environment and the environment will care for you.


8. WFA but show RESULTS

COVID-19 disrupted the way work got done and delivered. People could not work from their offices, but still they had to show results. So, you may continue to work from home, office, hotel or anywhere, ensure that you deliver results.


9. Be proud to “make in India” for the world

Manufacturing activity is gearing up in India. A lot of foreign brands are setting up factories in India and few of my clients are drawing up plans to expand their reach in global markets. Their mantra goes beyond “make in India” to “make for the world”. India shining!


10. Think about your customers’ customers

We were probably not thinking much about our customers’ customers till now. Let us shift our approach and find out what is happening in their world. You may be surprised by the knowledge and insights that you gain. Use that to add further value to your customers. They will be delighted.


11. Commit to your customers’ success

You can have anything you want in life if you just help enough other people get what they want.” This is a quote from Zig Ziglar, the famous motivational speaker.

Help your customers succeed and your success is guaranteed.


12. Address the “needs” to reach the “wants”

When COVID-19 hit people, they suddenly realized that they could live without the “wants”; Marketers who were earlier focused on the “wants” may reconsider a shift in priority. Ensure that you meet the “needs” of your target audience so well that they will come back to you for their “wants”.


14. Hire women for B2B Sales

This is the latest. In the post COVID-19 era, women seem to be better positioned for B2B sales. Check out this article in HBR –  https://hbr.org/2020/05/why-women-are-the-future-of-b2b-sales. I am seeing the change firsthand and fully endorse this. So, if you are in B2B sales, do consider hiring women.


15. Focus on Customer LTV

Finally, think of your customer interactions at a strategic level and not transactional. Focus on the lifetime value of a customer, rather than the value of one transaction. After all, nobody starts a business for one or two transactions. Like you, the customers are also in it for the long haul. They also want to build a sustainable business and need dependable partners. Think of the relationship as partners and not as suppliers. This approach will benefit you as well as your customers.





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