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  • Keith Wells

"Yesterday's logic" won't help: we need a change in Consciousness.


Peter Drucker wrote that "the greatest danger in times of turbulence is not the turbulence itself, but to act with yesterday's logic".


If you're flying a plane and hit some choppy air, you need to know exactly what's around and ahead of you. It's no use saying that you've never experienced this before, or that this wasn't forecast in the flight plans when you took off. You need to know what you're dealing with now, and what your real options are for a smoother and less dangerous route.

It's exactly the same with leading a business at the moment.


The way to respond to the Covid-19 pandemic is not to assume that things can go back to how they were before. There are new pressures, new emotions, new priorities from every stakeholder in every business. No leader or organisation can have prepared for all these effects on the fundamentals of their business: this is all about being willing to find out what really matters now.


Yesterday's logic will have created yesterday's assumptions, and be based on yesterday's knowledge. So businesses need to ask today's questions.


We'd start with what we call 'Consciousness'. It means making sure that you know where the world is going: what are your stakeholders really looking for, what is becoming important to them, what are they looking to you for? How should you respond and lead the way through this?

Some of the answers will be surprising. Businesses and their leaders might have to accept an expectation of behaving in ways or areas that are far outside their usual line of expertise, comfort and exposure. But if they want to be successful, they will need to be great at all of these things.


Today's logic is still emerging, but the key to it will be in understanding what people want from the brands they work for, work with and buy from. That's why we put 'Consciousness' as the first piece of the strategic framework needed for whatever this next normal is. A further five pieces will follow, but for now let's end with Deepak Chopra's view that "consciousness operates in mysterious ways...one of which is that the old paradigm suddenly starts to die".

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