Growing business through the worst downturn in a century

For some companies, COVID-19 won’t be a crisis.

What do Salesforce, FedEx, GE, Uber, Google, P&G, Facebook, IBM, Venmo and General Motors have in common? All were born out of troubled times and tumbling economies.


For some companies, COVID-19 won’t be a crisis.

The COVID-19 recession will lead to innovation. From the labor-saving tech that followed in the wake of the bubonic plague to the startups that emerged from the 2008 financial crisis, history shows us that a minority have always succeeded by solving the challenges that crises create.

We believe that COVID-19 will offer many businesses with only two options: keep on marketing or invent a new market.

CLOSE Guiding principles for an uncertain future.

Guiding principles for an uncertain future.

Businesses and industries that evolved before COVID-19 were shaped by many assumptions that no longer apply, models that no longer work and needs that no longer exist.


Guiding principles for an uncertain future.

As companies adapt and compete for dwindling customers in outdated markets, the greatest opportunities lie in markets that have yet to take shape.

These markets can’t be predicted, because life post-COVID-19 is something we’re only starting to understand. But that doesn’t mean we can’t look to the past for precedents—or to the present to better understand customer pain and changing realities. And when we do, we can build informed opinions about what the future might hold for businesses and marketers.

CLOSE For some companies, COVID-19 won’t be a crisis.

How Reskilling Can Soften the Economic Blow of Covid-19

The Confidence Market

Thanks to COVID-19, we're all relearning how to do the things we were once experts at. Fast learners know that confidence makes all the difference.

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Three months after lockdown was relaxed in China, its economy is now running at around 90% of normal levels. Although 90% may sound fine, for many it could be catastrophic.


Invention can save us all, but fear is invention’s nemesis. Fear hits you in the survival gut when you’re white-knuckling through rapidly changing, uncontrollable circumstances (like now) and you’re paralyzed by the next minute.

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COGNITIVELY COVID: The CEO Guide to Acting Fast


Now, in the time of COVID-19, as we all feel the need to move fast, CEOs might want to be especially mindful of biases, especially the biases that support denial and impede invention during crisis.

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How The Pandemic Reveals Gender Inequality In The Household

Do you want to be a temperature screener or Covid-19 tester? These are the jobs created by the pandemic

Coca-Cola CEO on the state of business amid the crisis, consumer trends and more

COGNITIVELY COVID: The CEO Guide to Acting Fast

You’ve likely heard the term “first movers” in the context of new sector growth. Moving first to take advantage of opportunistic pathways thanks to COVID-19 is almost a new sector unto itself.

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As Students Put Off College, Anxious Universities Tap Wait Lists

What Is Beauty Now?

In a pandemic, we are coming face to face with what lies beneath all that beauty maintenance.

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With TV ad commitments plummeting, the advertising business may never look the same

New Normal 2.0 for U.S. Economy Looks Awful, Long, Perilous

The 10 Truths of the COVID-19 CEO

At this point, many of us have been on lockdown for at least eight weeks—and during that time, COVID-19 has left its mark on nearly every sector. In the midst of loosening lockdowns and tightening restrictions, dropping infection rates and second waves, CEOs must adjust to new truths in changed industries. During many conversations with my peers, a few of those truths have surfaced time and again.

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Twitter employees can work from home forever, CEO says

Twitter's new policy comes as businesses across the nation are struggling to adapt to social distancing guidelines.

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Beavertown Brewery enters DTC after Covid-19 wiped out 85% of business

With 85% of its sales coming through pubs, bars and restaurants, the UK’s lockdown should have spelled disaster for Beavertown Brewery. Instead, the punchy craft brewer has entered the world of DTC and seen sales skyrocket 1000%. Founder Logan Plant explains why the crisis is throwing up more opportunities than he first thought.

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This restaurant in Amsterdam introduced 'quarantine greenhouses' so diners can eat while social distancing

Bursting the College Bubble

Not all students are experiencing the effects of the pandemic equally.

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Changing course: A local business shifts production from leos to life-saving equipment

Coronavirus may last 2 years, study warns. And its second wave could be worse.

The Coronavirus Is A Disaster For The Media Industry, But Some Websites And Magazines Are Thriving

Some publications are flourishing by reflecting the new reality of lockdown life.

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53% of Americans Say the Internet Has Been Essential During the COVID-19 Outbreak

Americans with lower incomes are particularly likely to have concerns related to the digital divide and the digital “homework gap”

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Forget returning to work as ‘normal’—this is what should take its place

The founders of a culture consultancy say we may have just unintentionally stumbled into the virtual reality training in empathy our world has needed.

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The Pandemic Will Change American Retail Forever

The big will get bigger as mom-and-pops perish and shopping goes virtual. In the short term, our cities will become more boring. In the long term, they might just become interesting again.

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What will life look like after COVID-19?

A Message on a Drone, a TikTok and a Socially Distant Date: Here's the Story Behind a Viral Meet-Cute

Roaring Out of Recession