Navigating challenging times requires clear thinking and a developed sense of purpose. Waiting for normality to resurface is not the best option. The survivors and winners in this unprecedented moment will be those that recognise the need to change. Reassuringly, there are early examples of businesses re-purposing their capabilities and creating different routes to market. Innovative leadership seeing opportunity beyond survival, or adversity kick starting actions that have laid in waiting – often for too long.

There are endless stories of hardship and loss. Whether corporate leaders, business owners or sole traders it is our duty to help, support and protect our colleagues and workers wherever we can. Society will review the responsibility of businesses, setting new expectations and priorities. We will be held to account. Our companies need to reflect and embrace this new paradigm.

Our customers are expecting a response from us beyond the well intentioned, but cynically viewed email shot of “we’re there for you”. Practical advice and thought through questions are a much better order of the day.

Stronger organisations and new opportunities will surface from this unplanned, left field moment. Now, not later, is the time to act.