Business leaders face perplexing decisions brought on by the pandemic and its effects on the economy. Choices on where to invest resources are complicated. While select economies are reopening, states and countries face increasing daily case counts and a potential resurgence later this year.
In the economic downturn of 2008, Philip Lay, Todd Hewlin, and Geoffrey Moore wrote a thought leadership piece for Harvard Business Review (HBR) entitled, “In a Downturn, Provoke Your Customers.” I give them credit for setting off a chain reaction that we now know as “Selling Insight.”