When the ashes clear from this economic Armageddon, the leaders and organizations left standing will be the ones that stand for something. That have a clear purpose.
I’m sure of this because I worked with two CEO-founders who indeed stood for something: Herb Kelleher of Southwest Airlines (LUV) and Sam Walton of Wal-Mart (WMT). I worked with these iconic entrepreneurs on their companies’ advertising, marketing and internal culture. They taught me that performance is driven by the core purpose of an organization. This is true particularly when crisis is all around.