Don't Panic: Four Steps to Getting Through

In times of chaos and extreme uncertainty, it’s natural to feel overwhelmed or fearful. We’re here to encourage you to keep doing the good work and to trust in yourself. If you find yourself at a loss for words or not knowing what to do next, may we suggest a few steps to help navigate the craziness over the coming weeks?

Step 1: Don’t Panic

Which is more true – that everything is scary or that no one knows what to do?

Yes, everything is scary because there’s a lot of uncertainty. It’s wild out there, but, as a small business owner or someone who runs a nonprofit, you are used to operating in an environment like this. Running a small business is like jumping on a tiger’s back and hoping for the best. Every day can be a beating or a relief – and that’s kind of how all of life is now.

So, you know what to do, you just need to take stock of your strengths and your assets and operate accordingly.

Step 2: Keep it Candid

The biggest asset you have as a small business in a trying time is, believe it or not, your good name. You have customers that know you, you have employees that depend on you, and you have a reputation for being what you are. You have a brand identity, and it is the biggest thing going for you right now.

If you are candid and keep it a buck, people will respond to that. So, be real about how things are going, be candid about what you’re doing to respond to the situation, and be candid about what you need from your community. Offer what help you can, and offer encouragement when you can’t.

Step 3: Be Safe, Be Realistic, and Also: Be Bold. 

Everyone will be shifting to caution, and for different businesses that means different things. You have to do what’s right and makes sense for you, but it is entirely possible to turtle and be too cautious and to start disappearing in a world full of noise and competing narratives. So, housekeeping? Yes! Disappearing? Absolutely not. 

This isn’t necessarily about paid media or launching a big ad campaign or buying a new building or anything, but it is about putting yourself out there, telling your story through the right channels, and continuing to communicate.

Step 4: Keep it Real

Act in the world as it is today, and not how it used to be or not what you wish it was. Don’t pretend as if nothing has happened, and that there isn’t a global pandemic, but don’t let it rule you, either. We’re all going to make changes, we’re all gonna work together to flatten the curve and try to slow this thing down, but we have other things we can do while we are doing that. So acknowledge what’s up but don’t be defeated. Take it seriously, but don’t feel helpless.