Prioritised Adjustments


The global crisis due to the COVID-19 pandemic has been a difficult time for us all. However, it is through adversity that we learn the most important lessons and become resilient.

It is imperative that we try to do right by the very people who have worked tirelessly alongside the organisation’s growth, even if unpopular decisions are made.

In the last 2 weeks, I have come to embrace how fluid our scenarios can be and how we all need to be ambidextrous to be able to manage frequent changes in the face of disruption. I have also come to realise that we require a mix of characteristics that are difficult to harness. Even when the business is at its strongest, COVID-19 has made it seem a purported reality rather than an evident one. We will go through tranches of emotions and will simply need to go to bat on the ready at any single moment, inspiring and drawing inspiration from individuals all around us.

Over the last 10 years, PEMANDU Associates as a firm has been involved in developing practical 3 feet solutions in how governments, organisations, brands and leaders can source growth in the face of adversities or manage business in crises by way of prioritisation.

COMMUNICATE has leveraged against these knowledge and experiential activities to promote brand marketing and growth solutions that are purpose-led, innovative, relevant and sustainable. By leaning into the firm’s BIG Fast Results (BFR) Methodology – 8 Steps of Transformation ©, by working closely with our clients and stakeholders, and by analysing how trends are shifting rapidly, new paths are being charted and we are finding better ways to tackle these opportunities.

COVID-19 is already giving rise to numerous innovations. We are witnessing new behavioural systems and shifts. Special shopping hours for seniors, 5-star takeaway meals, an explosion of drive-thru medicine, enhanced distance learning, yoga streamed “live”, online cycling pelotons, and enhanced and accelerated 3-D printing to cover for supply shortages are all unfolding before us.

Let’s not kid ourselves, this meme although hilarious, holds true.

The world today, Trump aside, has found greater importance in collaborating and delivering solutions in the spirit of humanity. If there was ever a time where this quote from Mr. Spock in the film “Star Trek: The Wrath of Khan (1982)” was more relevant, it is now – “Logic clearly dictates that the needs of the many outweigh the needs of the few”.

The world as we know it has changed in the face of adversity. The journey ahead will be anything but smooth sailing. We will all be filled with doubts and fears. The trick is to look past them – to focus on the opportunities arising from this disruption. Every first step we take will feel like the first step all over again. But trust and believe that everyone in the world today is on the same journey and that is always better than sitting idle.

Stay well, everyone. 

Live long and prosper.

At COMMUNICATE, we draw on our strengths to remain purpose-led. And in times of crises, we always ensure that social relevance plays an even more integral part. We believe that this temporary blip will allow us to emerge from the COVID-19 crisis more innovative than ever. If you find yourself drifting and struggling to find a breakthrough in your business or brand marketing direction during this extended period of MCO, let’s connect via Zoom or MS Teams. Be part of our journey!