What will you tell your grandkids when they ask what you did on the cusp of the Great 2020 Depression? When businesses the length and breadth of the country were pulling down the shutters and waiting in the foetal position for the viral storm to pass. What will you say?
We have thought about that question long and hard. You see, we have only just completed a long process of planning, recruitment and provisioning to launch our new firm, Retorix. Late last year, prudently we thought at the time, we had set ourselves a launch date for late March 2020. Then the world turned to custard.
Like everyone else, we watched the events of March unfold with growing unease. Crashing stock markets, exhaustion of monetary policy, ever tightening social restrictions, rogue cruise liners; and rising global mortality.
By mid- March, the baby elephant in the corner had taken up residence on the coffee table in the middle of the lounge room. And he had grown fat and surly. We could no longer avoid the obvious question: who in their right mind would launch a new venture into the worst global economic calamity since the 1930s?
The upshot of our deliberations? Ships are built to cross the oceans, not to sit safely in harbour. In the same way, strategists, communicators and brand builders are built to thrive in a crisis.
Our mission is ‘to help clients to build commercially sustainable businesses and articulate an authentic and compelling story’. What better time for this could there be than right now? Now is the time when the art and science of our craft is most needed by Australian companies and by the community. Now is when we can add the most value. Now is the perfect time to launch.
So, this week, girding our loins and bound by our logic, we launched Retorix as part of the Designate Group. They were also born into a recession and have since enjoyed nearly three decades of growth, delivering innovative service to many of Australia’s leading organisations.
The present crisis is as severe as we are ever likely to experience. It will break some companies and make others. Short-term survival and long-term brand reputation hang in the balance. Coming out the other side intact and equipped to trade into the recovery will require thoughtful data driven strategy as well as cool-headed tactical execution. It also requires a solid moral compass. Values are more important than ever.
In this highly charged environment, businesses need trusted advisors to design their strategy and navigate skilfully through unchartered waters. Authentic and timely communication has never been more critical.
Every crisis creates opportunity. Just remember, the way we choose to engage today – with customers, employees, suppliers, shareholders, and regulators – will be remembered for a very long time.
Mario Falchoni is the Managing Director of Retorix