Only with a destination in sight and a plan to get there can your business stay on track with vital internal and external communications. Consumer needs and sentiment may move quickly. A continual focus on what consumers need, how they want it, and how you can provide solutions is best. A close look at business bottom lines may be overdue and your KPI's need an update. Your digital marketing team has the key role in overseeing what communications get produced and efficiently. Then you need someone who knows how to distribute that information cost-effectively. Our markets will begin the long journey back to a new normal. Identifying how that may and does take shape will mean who stays in business, sees market growth, and who rolls out. The words we choose to define ourselves matter. We need to stay true to our business goals and core values, but adapt sensitive messaging to build relationally around pivoting consumer needs.