CHAPTER 16Navigating in a Storm: Growth in a COVID World
My original proposal for this book in February 2020 didn’t mention anything about COVID‐19. This book was written to help all companies consider how to grow, but the situation we are now living through requires thoughtful consideration from a growth strategist’s perspective.
The pandemic is a storm.
It was a fast‐approaching, highly underestimated storm that in hindsight seems incomprehensible. Not to epidemiologists who had been predicting an event like this for years, but to business thinkers.
As I write this book, vaccines are being deployed and the science looks good, so I’m optimistic. However, after every major storm, there is damage, clean‐up, and rebuilding. This will take years, so I wanted to add a chapter on employing growth strategy at a time like this.
Step 1: What are your goals and how has COVID changed them?
Step 2: How has COVID honestly impacted your organization and shown its strengths and weaknesses?
Step 3: What impact has COVID had on political, economic, customer, and competitor market variables?
Step 4: How do we apply these new realities to the framework?
Step 5: What are the resulting strategies and tactics by pathway?
Step 6: Will the post‐COVID environment support the economics of our plan? ...
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