Why Some Companies Emerge Stronger and Better from a Crisis

Thinking the Unthinkable

You may not like to think about a crisis affecting you or your organization, but you no longer have that choice. Before September 11, 2001, few people would have fathomed the scenario of a "flying bomb" destroying New York City skyscrapers. These attacks changed U.S. society’s assumptions of routine and safety. The world suddenly became more complicated and more dangerous. While it’s somewhat understandable that most American companies were not ready to contend with crises prior to the 2001 terrorist attacks, it is harder to fathom why many companies still remain ill equipped for potential crises.

Organizations must plan for crises, that is, any dangerous events threatening injuries, deaths and financial trouble that could deeply damage or even close your company. However, if you can muster seven specific abilities, you can better equip your organization to overcome a crisis. First, recalibrate your attitude. Recent crises and disasters included events that many once thought impossible. These calamities included terrorist attacks, a natural disaster large enough to take out a major city, cyber-attacks and corporate fraud. Today’s organizations...