BETA
This is a BETA experience. You may opt-out by clicking here

More From Forbes

Edit Story

Finding Your Business’ Purpose In The COVID-19 Era

This article is more than 3 years old.

Purpose, even during tough times, is a key branding strategy.

Executive coach Alan Samuel Cohen specializes in helping clients find and connect with purpose. His most recent TEDx Talk on “The Magical Power of Shared Purpose” touches on the need for human connectivity in business. But in the current era of COVID-19 this advice feels all the more applicable on a broader scale.

The prospect of keeping your business running during a pandemic may feel daunting, or even impossible, but Cohen’s advice asks us to deconstruct how we view our business and adapt for the changing needs of the world. We met when I helped him edit two of his books and was greatly impressed at his take on handling adversity. Here are some of his thoughts to help you.

Control What You Can. “It might feel like your life is out of control right now, so it’s important to focus your mind and efforts on the things that are within your control,” advises Cohen, who recommends reaching out to neighbors, friends, family, and co-workers as a way to keep yourself grounded, while also helping those in need. “When we’re supporting others, it gives us a sense of purpose.”

Get A Lot More Personal. The world is operating in crisis mode, which means you should be communicating more, not less! Cohen says to “double down on your empathy by addressing the personal needs of your employees and vendors. This concern will be remembered long after the pandemic is over.”

New Services For New Needs. Priorities have shifted for many people the world over, but your insight and expertise are still valuable. “Learn what the new needs, and pain-points, are for your customers, clients and prospects, and provide support and assistance,” says Cohen, “Knowing that you are making a difference in their lives can alleviate stress and provide a sense of order.”

Adapt to the Realities of This Strange Time. “Many coaches are working free-of-charge, or at deep discounts to help businesses figure out how to adapt” remarks Cohen. People’s priorities have temporarily, but drastically shifted, so Cohen warns against obvious attempts at profiting off the pandemic, “People will negatively remember those who kept acting as if this was a business(profit)-as-usual time.”

Align Around Supporting the Broader Community. Cohen advises businesses of all sorts to think outside the box and put a concerted effort into actively supporting the community. “Businesses redeploying workers and equipment to create much needed life-saving devices and supplies, providing food and shelter to emergency workers, medical professionals traveling to hard-hit areas to work in hospitals.”

There Are Free Ways To Help. Assess your available resources – not only financial, but also time and skills – to contribute to community efforts. It doesn't cost much money to participate in 7 p.m. clapping out the windows in support of first responders, sewing masks, shopping for people who can't or shouldn't do it themselves, helping seniors learn to use FaceTime and Zoom to stay connected, assisting with homeschooling of children in your family.”

Personally, I have always been a big fan of that Harvard-dropout philosopher Ralph Waldo Emerson who said this: “The Purpose of life is not to be happy. It is to be useful, to be honorable, to be compassionate, to have it make some difference that you have lived and lived well.”

Follow me on Twitter or LinkedInCheck out my website