The lockdown made it clear that business models need to adapt to a new paradigm. Many trends already working their way through the economy accelerated. Remote working and internet shopping are obvious examples. Other changes were not expected, especially health protocols surrounding Covid-19 mitigation. There was a noticeable impact on the supply chain due to bottlenecks at the manufacturing/production node. The service sector was hard hit as ‘high touch’ retail concepts collided with social distancing, PPE, and sanitation protocols. Our clients struggled to adapt. My response was to focus our efforts to help them understand, adapt, and reposition themselves for success. This theme is still the focus of my interest. Find a defensible niche, organize around that strategy, and market your brand (communicate) accordingly.