Anyhow, there is one and only one thing we know for certain in these uncertain times.  And that is that this too will pass.  We will get to the other side of all of this.  Sure, we don’t know when or how long it will take or how it will change us, but there is going to be a day when COVID-19 isn’t what we wake up to with our morning coffee.   There is a day coming when we will be right back to worrying about our kids in school, cleaning out the garage, the mechanic who overcharged us, and our lawn. 

But it’s our job now as businesses, brands, and business leaders to set the right tone.  You don’t want to do a fake pep rally, but real opportunity can be born from crisis.  The crisis is real.  It’s been painful. But transparency has never been more appealing.  Honesty has never been more the rule of the day.  And genuine business relationships have never felt more meaningful.  Well at least that’s how I see it. 

Remember after 9/11 the Homeland Security people came up with that color chart?  It’s a yellow day everyone – it’s okay to proceed with your normal activities.  It’s an orange day – be wary of anybody you see trying to set their tennis shoe on fire.  It’s a red day – head to the bomb shelters.  

I wonder if we’re going to have that with social distancing.  Harvard University researchers are already predicting we may have various levels of social distancing into 2022.  I say do the color chart.  It’s a yellow day – you only need 3 feet apart in the grocery store.  It’s an orange day – we recommend the standard six feet distance.  It’s a red day – stay home. 

Bottom line is, there are still some of us that can tell an awful lot from a handshake.  I miss them.  Fist bumps and elbow bumps ain’t cutting it for me.  We are human. We are social animals.  I need a hug.  I think everybody needs one.  At least that’s how I see it.

What is it that people, businesses, and business owners are really looking for from a brand during a crisis?  YOU!  The real you.   Just a genuine connection with who and what you and your company are. We want to see the faces behind the big companies and small companies.  What type of person, president, CEO, are you?  What type of personality does your company display? Gimmicks? Tone deaf?  In tune with the crisis?  Who are you?  This situation – this crisis – magnifies that.  Step up.  Step forward.  Shine your light.  At least that’s how I see it.

This is the time when your customers simply want transparency, and honesty, and . . . well, and you.  Bo Bothe, CEO of Brand Extract says “People will remember those who treat them with integrity and purvey honest information, not gimmicks during a crisis.”   Communicate.  That’s what we all need to be doing with our customers right now.  Not about gimmicks or sales.  Let’s not be tone deaf to what’s happening all around us.  But communicate. Stay in touch.  Be honest and transparent.  Show them you care.  At least that’s how I see it. 

At some point we’ll all get back to some semblance of a new normal.  We don’t know what that is, but I worry that we will forget the lessons we’re learning right now – the things we’ve grown to appreciate because we can’t have them.  Like closeness.  Having it ripped away from us has underscored how much we want-it-need-it-value-it.  We never had to think about it, so we took it for granted.  Now that it’s gone, we notice how much we need it.   We notice how much we need each other and value the closeness of our friends, and relatives, and business relationships. God made us human.  And humans are social creatures.  Zoom faces are fine for a while.  But you can’t Zoom your heart and soul.   To get to know someone – the true spirit of who they are . . . you need to be closer than 6 feet – or at least closer than a Zoom shot.  At least that’s how I see it.

You know what, I have an idea.  Whenever my 13-year-old daughter notices someone in a military uniform she always says, “Thank you for your service.”  Let’s do that whenever we see a doctor or nurse or technician in medical garb.  Let’s say to those people “Thank you for your service.”  Then give them a big hug . . . opps.  Just say thank you.  

They are today’s heroes.  At least that’s how I see it.

Misconceptions, misinformation, wrong impressions, bad suggestions – all seem to be rampant right now with COVID-19.  It’s simply ‘cause people are scared.  What are the two biggest things people worry about in life?  Their health and their money.  It’s a good bet that four out of five people you talk to or Zoom with, or see at the grocery store . . . no matter how they sound or act or look, are fearful about one of those or both.  It’s never been more important to be patient and kind with each other and to reach out to those we love.  At least that’s how I see it.