In difficult times like the COVID-19 pandemic and protests over racial injustice, you might be tempted to hunker down, keep a low profile, and avoid taking on risk.  But now is not the time to pull back; you have the opportunity to push forward. In fact, Crisis tend to separate those leaders who are able to rise to the Challenge from those who fall short or fail.

To learn how to provide the vision, direction, and inspiration your people need in these difficult times, look to great Brands.  Great brands thrive amidst challenge and change; they step up, stand out, and make a difference.  So, hone your leadership style and strategy by adapting the approaches that great brands use to differentiate themselves and stand apart as a leader:

• Great brands ignore convention and innovate.
• Great brands speak out, even if doing so risks offending or alienating others.
• Great brands show their distinctive personality.

My new article on Forbes, Hone Your Leadership Style In Times Of Crisis, shows how leaders including New Zealand Prime Minister Jacinda Ardern and New York Governor Andrew Cuomo have used the principles of What Great Brands Do and to lead with conviction and clarity.  Even if you don’t agree with the examples I use, I hope the insights will help you.

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