NEWS WE COULD USE

Vol.2, Issue No.04 12 January 2021

Creating a post-Covid business plan

 To plan for a post-Covid world, businesses must
understand what your stakeholders’ behaviors
will look like after the pandemic. Some behav-
iors will return to their pre-crisis state; others
transformed; & others will disappear. What will
people’s behaviors look like after Covid? Here
are three categories of behaviors to evaluate:
1. Sustained behaviors (SB): activities to return to their pre-crisis state unchanged;
2. Transformed behaviors (TB): activities to return with fundamental changes; and,
3. Collapsed behaviors (CB): activities to cease or be replaced by alternatives.

 How do you predict behavior change? Here are four factors that can help:
1. Mechanics. Is the behavior a habit or has it been somehow disrupted? Being part
of a routine increases the likelihood that the behavior will continue. Ask yourself:
SB: Are the mechanics of the behavior engrained in daily habits? TB: Have people
been forced to alter the mechanics or stop the behavior altogether? CB: Are the
mechanics of the behavior foreign, complicated, or difficult?;
2. Motivators. Does continuing this behavior provide psychological or financial ben-
efit? Intrinsic rewards can be more impactful than monetary return. Ask yourself:
SB: Is the behavior driven by psychological or financial benefits? TB: Have these
benefits shifted? CB: Are the benefits of the past behavior ungratifying? Do they
come at a new cost?:
3. Pressures. Human beings are herd animals, & we like to do what everyone else in
the herd is doing. Ask yourself: SB: Are there authoritative or social forces driv-
ing the behavior? TB: Are people getting mixed messages about continuing the be-
havior? CB: Are there authoritative or social deterrents to the behavior?; and,
4. Alternatives to the behavior. People will abandon a behavior if there’s a better
way to do it, but shifting to the new behavior needs to be relatively painless. Zoom
wasn’t invented during the pandemic. It was used by a group of loyal fans when
Covid-19 hit. Ask yourself: SB: Are there a lack of viable alternatives or substi-
tutes to the behavior? TB: Are there viable alternative solutions that meet the
needs of the behavior? CB: Are there viable alternative activities that meet the
needs of the behavior?
Source: HBR.org

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