If you’ve gazed down the road you likely noticed that the landscape looks different and specifics just aren’t too clear. Given that huge “I don’t know” factor, what are you doing right now to prepare for the coming unknown?

Welcome to the post-Covid future. This is covered in the blank pages of your “How To Run This Company” manual.

You already know that the world has changed and that it’s upended the lives of your workers. That same thing is true for your customers. Their lives have been upended, too, and their needs and preferences may have – likely have – changed. Are you prepared for that? Perhaps the starting point for being prepared should be a statement of why anyone should do business with your company.

Can you articulate your competitive advantage? Can all the people in your company say it? If your answer to either question is no, it’s time to get to work clarifying and evangelizing your message. Because if you can’t say it, your customers won’t be persuaded by it.

Hint: Don’t say “great service,” because every one of your competitors says that and it’s an eye-roller for prospects.

Next step: Interview (not sell) customers and prospects to learn what they now want and need. Then make the necessary adjustments to be their preferred supplier.

This is a really good time to fill in those blank pages in your “How To Run This Company” manual.