Outmaneuvering uncertainty – by mitigating immediate challenges, reinventing themselves, and building a better future – will create organizations that one day look back on the crisis as truly the darkness before the dawn. 

Business Services


Reopening will be more than a restart. It will be the beginning of a new era of business. The rules have changed. Employee and customer behaviors have changed. ​​ 

This presents an opportunity – and a need – for many companies to build the competences they wish they had invested in before: to be more digital, data-driven, and in the cloud; to have more variable cost structures, agile operations and automation; to create stronger capabilities in e-commerce and security. This agility will be core to the long-term capabilities they build. Those that can reinvent themselves – their processes, customer experiences, employee and social contracts, and do so in ways that further their purpose – will win.  

To reopen and to outmaneuver uncertainty also requires a program of reinvention. A programme of active reinvention that outmaneuvers uncertainty starts with these three areas: 

  1. Solve in Phases 
  2. Commit to an Elastic Cost Structure 
  3. Get Future-Ready 


  1. Shift from rapid cost reductions to building a resilient cost management mindset, and from balance sheet protection to long-term investment. 
    • Lock down short-term cost reductions​ 

    Consider second wave cost reductions. Restructure short-term debt to long-term agreements. Reduce SKU complexity to streamline cash management. Variables costs, including technology (e.g. software-as-a-service and the cloud), outsourcing and contractors. ​ 

    • Establish elastic cost transformation culture​ ​ 

    Create a culture of cost control ownership and a mindset of continual cost assessment. Clearly communicate how cost reduction measures will fuel investment. ​ Invest in greater data intelligence to better adjust cost structures and manage liquidity. ​ 

    • Manage government programs​ 

    Assess government support programs and the possible obligations that could impact long-term liquidity or competitive agility. ​ 

Share this Insight


Long-term success of reopening lies in building new capabilities. This is the time to begin wider business transformation by leveraging new technologies at scale. 

  • Listen to your customers… and respond quickly​ 

Seek to understand and empathize with customers, putting them at the heart of how you design – and constantly evolve – your customer experiences. Build more personal and less transactional experiences. ​Invest in artificial intelligence and other tools to manage customer interaction and to analyze customer behaviors.   

  • Establish technology scalability with the cloud​​ 

Go beyond using the cloud to drive efficiencies in certain pockets. Migrate applications to the cloud at scale. And then embark on new ways – within the cloud environment – to drive innovation in the use of data and applications.​

  • Reinvent security for agile operations​ 

Manage the risks associated with large-scale workforce fluctuations. Look for supply chain weaknesses, counterfeiting and new cyberthreats in a less secure industry environment. ​ 

  • Build agile autonomy​ 

Underpin all areas of agility and experimentation with clearer empowerment of individuals and teams, supported by greater delegation and revised performance management metrics that reward autonomy. 

Download Now

Stay up to date with all changes