How to Survive a Crisis

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To survive a crisis, you have to double down on who you already are as a company. A crisis is a time of disorientation, but panic is never the best response. You might imagine developing a crisis playbook and sealing it away in a red, glass-fronted box with words. But that's not appropriate for events like fires or earthquakes. For times like these, your crisis playbook needs to grow out of your normal playbook. This will give you the things you need most in a crisis. Consistency and flexibility should be at the top of your priority list.

To survive a crisis, you have to double down on who you already are as a company. This is something Ellen Kullman knows, having led DuPont through the 2008-2009 financial crisis, and taken the CEO role at 3D-printing unicorn Carbon only weeks before Covid hit. Through her years as a leader, Ellen has developed four crisis principles that allowed her to lead teams and thrive through pandemic, economic meltdown, and beyond. The key? Practicing the principles in calmer times, before crisis hits. Because as Reid says: there's no such thing as a crisis playbook. There's just your playbook. Cameos: Amy Shira Teitel (spaceflight historian), Jonah Peretti (BuzzFeed), Brian Chesky (Airbnb), Neil Blumenthal (Warby Parker), Stacy Brown-Philpot (TaskRabbit).

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