You Say You’ve Got an Evolution

You Say You’ve Got an Evolution

This is the third time in the last 20 years that I was certain that it was the end of the world, with a Cormac McCarthy novel waiting on the other side. We learn to cope, I suppose. We evolve.

Emphasis is on the word learn. Here’s what I learned:

  • Things are never the same again.
  • Chaos eats up a lot of energy, and energy is a finite resource. It pays to prioritize.
  • Above all else, we must live to fight another day.

In plain English:
In the midst of this crisis, what can be we do now to tilt the odds in our favor (assuming we come out the other side)? How do we evolve?

We all want to see the plan

Emphasis on the word evolve.

One of the other things I learned is that when circumstances knock you flat on your back, the plan is to get up. Get up on your toes.

Make a difference that will be remembered, in this case for the better. Not in search of recognition. Right now, be human. All your customers are people, and all of the people are vulnerable and scared.

You say you got a real solution

Here’s what some large corporations are doing:

  • Anheuser Busch and other beverage businesses are using their vodka- and beer-making equipment to brew up hand sanitizer.
  • Ford is repurposing its auto-making infrastructure to produce ventilators and medical face shields.
  • Hanes is adapting textile infrastructure that normally cranks out cotton undies to manufacture 1.5m masks a week. Similarly, Hedley & Bennett, which normally makes premium chef aprons, started stitching fabric face masks.
  • Lyft is using its massive fleet of ride-share vehicles to deliver medical supplies.

We’re just doing what we can

Here’s are 3 things you can do that will have a proportional impact:

  • Reach out to your customers and relationships with humility and empathy. Listen. Put their concerns first.
  • Offer to help. It might be with your knowledge and skills. It might be to call back later to see how they’re doing. Or, just that you asked, how are you?
  • Learn from what they say. Maybe they can help you.

You tell me that it’s evolution

In the spirit of this evolution, I have 2 suggestions, steps that you can take now that might make a difference, from us:

Engage us one-to-one

We have deep experience in the B2B arena, from strategy to research to results. If you need a substantive discussion which might illuminate paths you have not taken as yet, we’re here. First one’s on us. Just let me know. Sometimes collaboration with an outside perspective can help lead to deeper levels of problem-solving. I’m at wayne.cerullo@b2ppartners.com, 925.270.9400

Join us: Marketers from Home Getting Coffee (MFHG)

I might not be the smartest guy in the world, but if I work with really smart people, we may come up with some smart ideas on how to get through this mess.

Please join us for our second MFHGC on March 16 or 17 for a 30-minute roundtable Zoom discussion on the new normal. We limit the group to 8 people per session so everyone gets a change to share and connect.

We will focus our conversation on one of these topics. Each group will vote on
what they want to discuss together.

1. Unprecedented Change: What can we anticipate and prepare for in the
phases of medical and economic recovery ahead?

2. Crisis connections: How should we conduct B2B sales & marketing in
this new relational environment?

3. Business of B2B: What are your buyers thinking now and how can you
stay in synch to help them create consensus around solving business
problems in their new environment?

You pick HERE which days / times work for you next week:
Thursday, April 16 at 9 am PT / 12 pm ET
Friday, April 17 at 10 am PT / 1 pm ET

Let me know HERE which days / times work for you. Please pick ALL the ones
that are OK so I can best organize the groups. It won’t be boring!

We will share contact info and provide a brief session recap.


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