I Wouldn’t Have Done This Without Covid

This week, five years after Covid arrived and as we find ourselves in another period of dramatic uncertainty, Jennifer Kerhin, Lena McGuire, and Sarah Segal talk about the advances their businesses might never have made had it not been for the pandemic, from the technology they use, to the people they employ, to the systems they’ve created. “It was very scary early on,” says Jennifer, “but it was transformational.” Plus: Do you hire full-time employees in anticipation of more business or when the new business is in hand? And Sarah asks what she should do when a new client signs a contract and her agency goes through all of the preliminary onboarding work only to have the client walk away. Lena’s suggestion? Review your cancellation policy, but she also tells us: “My business is 100 percent up-front. I get paid, and then I do the work.”