Revisit strategic priorities
Redirect costs to the right growth drivers
First, answer some simple questions about strategy:
- How has your market changed? What’s happened to your customers, suppliers and competitors? What market trends or disruptors have accelerated?
- What value propositions look promising in a post-COVID-19 world?
- Can you articulate the few things your organisation needs to do better than anyone else in order to meet those value propositions? What will your competitive advantage be?
- Are you investing enough in those few things? Where do you need to spend less so you have the funds to redirect costs to value-creating differentiation?
These questions should help you quickly frame your few must-haves — the handful of capabilities that differentiate your company in the market. Doubling down in these areas helps ensure that no matter what the outcome, your business has the right muscles to emerge stronger.
Look for what’s different across the value chain
Combine steps to get lean, so that it’s possible to reinvest and grow
Work together to identify what’s changed for good and how the business should respond. Leaders will need to solve the immediate problems, while keeping the ever-changing future in mind.
Actions in both the short and medium term will be a combination of “no-regrets” moves (low-risk moves that help in any scenario) and “strategic bets” that are high-reward moves in the scenario on which you’re placing your bets.
What's different now:
- Commercial: Coupled with digital acceleration, demand shifts have significant potential to change the competitive landscape
- Operations: Supply shocks have shifted the focus from efficiency to resilience and agility
- Enabling and compliance: Leaders are more clear on what truly matters to business performance and how they can best deliver it
- Across the value chain: Review the potential of new workforce configurations
Bring your people with you
Lead with purpose toward a future where your company stays fit for growth
In the crisis, you saw people rally in real time. Leaders should take action to isolate the few behaviours you want to promote and sustain — ones that have allowed your teams to solve problems quickly — then build them into your new way of operating and promote them religiously, so that you can keep the level of energy and effort you’ll need.
Changed behaviours resulting from the crisis include many examples, but here are a few standouts:
- Give teams autonomy to solve problems
- Collaborate across the normal boundaries of hierarchies and functions
- Show empathy, express gratitude and place value on learning
- Take accountability for decisions and raise the tolerance for imperfection
People believe in a positive future and want to actively contribute to it, yet it’s important to acknowledge that there’s no going back to what was.