Authentic Engagement

Over the last several weeks, our team has been fortunate to interact with hundreds of makers and purveyors, from tiny start-up spirit brands, to small and large wineries, to large global diversified beverage companies and everything in between.

As expected, we did hear a great deal about the evident themes playing out with the dramatic channel changes required by Sheltering in Place, which have forced some of the most rapid shifts in consumer purchasing behavior ever.  There has been a great deal published about this impact.    

What has been more interesting to learn is how some entities have been significantly more effective at adapting to change.  Prior to COVID 19, business models were positioned either in more fortunate categories and channels or not. Post COVID 19, the real differentiating factor in overall business performance outside of the channel shifting has really been about something else.     

People, in this case most importantly employees and customers, will always remember how you behaved in difficult times, and these are certainly the most difficult times most of us have ever experienced.  The companies and senior managers who have prioritized the right tone, cadence and sincerity of message that ties back to their “why” have been rewarded. This communication with their people, in particular employees and customers, has translated into outsized engagement.

It’s clear those who are achieving authentic engagement with people on the front lines right now are being rewarded with creativity, emerging new opportunities and better results.

While there are an extraordinary number of factors that need to be addressed during these difficult times, it’s clear what *is* working within a framework we refer to as “Protect The Core.” We will continue to listen and share learnings.