Weaponizing Volatility

People who have communities, formal or informal, have been far more successful during the pandemic restrictions. By “successful” I don’t mean sustaining themselves, or minimizing losses, I mean growing their businesses. When you have people who routinely depend upon you and your connections—and their connections to others through you—there is really minimal disruption. You’re perpetually in the eye of the storm.

Volatility can be “weaponized” for marketing purposes. That is, it’s not something to be feared and against which you “dig in” and cover your head. Many people did exceptionally well in the markets over the past six months. Opportunists focused on everything from customized masks to better take-out food, from remote meeting technology to overnight delivery.

In professional services, volatility is an ideal dynamic for new services. I’ve launched two new coaching approaches, secured three new book contracts, moved traditional physical interactions to virtual ones and added to their diversity. What are you considering that can uniquely help your ideal prospects and clients?

The mindset, I believe, is this: How can I best help people to thrive in unusual times, in unaccustomed situations, in uncharted waters? We can all do that so long as we’re not frightened to death ourselves and covering our own heads hiding under some bush.