I had a front-row seat during the Great Recession of 2007–2009. I worked with dozens of companies, from different industries, sizes, and markets. Yet, despite all their differences, the companies that struggled most shared three common problems. These weren’t issues caused by the economy. They were internal. They were fixable.
First, many of these companies had no clear, compelling vision or strategy.
Even when leadership had some sense of direction, they didn’t communicate it well. There was uncertainty at the top, which translated into anxiety at every level. Without a shared vision, people didn’t know what to prioritize. They didn’t know what success looked like. They didn’t understand how their work fits into a larger purpose. That kind of confusion creates fear, and fear shuts down progress. In uncertain times, people don’t need certainty—they need clarity. They need leaders to say, “Here’s what we’re trying to do, here’s why it matters, and here’s how you can help.”
Second, there was a widespread failure to talk openly about the truth.
Revenue was falling. Orders were drying up. Customers were leaving. Everyone knew it. But no one wanted to say it out loud. Instead of facing problems head-on, many leaders avoided hard conversations. They hoped things would get better on their own. But hope is not a strategy. In many of these organizations, people were afraid to speak up. Afraid to offer solutions. Afraid to ask questions. There was no psychological safety, and without it, honesty disappeared. That silence made everything worse. The best leaders didn’t just open the door to hard conversations—they invited them in. They asked tough questions and shared real numbers. They encouraged people to raise their hands and say, “This isn’t working.” Courageous communication changes everything. It builds trust. It uncovers blind spots. And it turns problems into opportunities.
The third issue was a lack of disciplined execution.
Even companies with solid plans and strong people often failed to follow through. There were no clear goals. No timelines. No accountability. Everyone was busy, but nothing moved. A famous quote, often attributed to General George S. Patton, says, “A good plan violently executed now is better than a perfect plan executed next week.” That’s exactly right. And another one that stuck with me: “Even if you’re on the right track, you’ll get run over if you just sit there.” Movement matters. Perfect is nice. Action is essential.
What We Need Now
Once again, we are in uncertain times. The details may be different, but the dynamics are familiar. And the path forward is still the same.
Start with honesty.
Don’t pretend to have all the answers. Your team knows you don’t. What they need is to know that you care, that you’re thinking about them, and that you’re making thoughtful, values-driven decisions. They need to trust that you will do the right thing, even when it’s hard. That kind of integrity is the foundation of leadership.
Then, give them direction.
Talk about what matters. Connect the dots between daily work and long-term purpose. People want to know that their work has meaning. They want to know their time and energy are going somewhere important. Sharing the vision—and repeating it consistently— gives people something to hold on to. That clarity creates focus, and focus fuels action.
Next, build a culture where candor is safe and expected.
Talk about what’s working and what’s not. Encourage feedback. Welcome pushback. Celebrate tough questions. If your people are afraid to speak up, you’ve already lost. But if they know they can be honest with you and each other, you’ll solve problems faster and build deeper trust across the board.
And then, most importantly, get moving.
Start simple. Set goals. Assign ownership. Track progress. Hold each other accountable. You can always adjust. You can continually refine. But you can’t lead if you’re standing still. Leaders take the first step. Then they take the second. Then they bring others with them.
And finally, lead with love.
Tough times make people feel small. Powerless. Vulnerable. That’s when they need leadership most. Not the kind that hides behind numbers or hides from hard conversations. The kind that shows up. The kind that sees them and says, “I’m on your side.”
In moments like these, leadership isn’t about being the smartest person in the room. It’s about being the strongest, steadiest, most honest version of yourself. That’s what your people need. And that’s what great leaders deliver.
2025 is already underway, and this video is here to help you make it a standout year. In it, I share six key insights about what you should focus on that will have a strong positive impact on your organization. Six important ideas to make you more successful.
I’m confident you’ll find it valuable.
