Mark Cuban, the entrepreneur owner of the NBA team the Dallas Mavericks, talking about corporate responsibility in a crisis stated: “How you treat your employees today will have more impact on your brand in future years than any amount of advertising, any amount of anything you could do”. I agree with Mr. Cuban.

These are some of the things that we as leaders can do to enhance the confidence of our people and our customers:

Concentrate on the things you can control

Time and energy are limited resources, the best use for your time and energy in these times of crisis is to concentrate on those things that are under your control.

Treat your people and your customers right, they in turn will reward you with their loyalty and appreciation because you were there when the needed you the most.