"COVID19" HOW AFFECT THE BUSINESS DECISIONS

"New Covid19 economy, more implicitly aggressive, more explicitly subtle",

At this point, what you say about the coronavirus doesn't matter. The pandemic is a reality that we have to live with as much as possible trying to avoid contagion. I'm not going to assess the severity of COVID-19 because I'm not a doctor. Nor will I question whether the media coverage has been alarmist, however they are doing just their job, creating opinion with "their" opinion As analyst I want to reflect on something that affects us all and especially businesses: Marketing, Communication in this Covid19 economy. When we talk about the economy, it is just a euphemism for the word trust. We trust that a few coins, papers and numbers on our screens represent a value that a government places on it. Similarly, when it is confidence in the environment that is in question, the economy goes down the drain. Not surprisingly, after the deaths, those affected and the impact on our health and habits, the coronavirus has a direct effect on our economy. At the moment we do not notice it too much, but just as the infection of COVID-19 on people has been fast, silent and effective, its impact on the economy replicates all its movements. We saw live and from a distance how the most powerful country in the world isolated entire cities; how Italy did not know very well how to react and the rest of the world was waiting for the next movement. We heard on the networks that the Mobile World Congress 2020, the Geneva Salon, the Facebook F8, the Venice Carnival, the ASEAN Summit, the SXSW and hundreds of other world events were falling apart like dominoes. The Internet allows us not to have to attend something that happens at a certain distance, but without denying that this distance exists. However, when the news is on your doorstep, the feeling is very different. To date, many communities have closed the doors of their schools for two weeks. 15 days in which the authorities advise not to travel, to telework and to maintain social distance. All this, while Italy is plunged into the forced isolation of the majority of its population. Economy, this is the side effect of the coronavirus that we are now facing, because it is now that we will really see how companies have adapted what they call "digital transformation". What was once an option is now an essential strategic necessity. Whoever is not adapted or does it badly, will find it very difficult to survive the new environment that the coronavirus poses to us and that, without a doubt, will redefine forever the challenges of the 21st century, since it puts companies to the test in their entirety: culture, products, services and people. In fact, the restrictions proposed to prevent the spread of coronavirus, are a test of stress to the company culture, since by limiting to the maximum the meetings, trips and advising teleworking at the moment, it is now precisely when we will see if the different corporations are really prepared for it. Not only technologically, but also culturally, since individual responsibility, teamwork and results are exposed more than ever. Anyone who does not take seriously the need to transform the way they interact within companies has a big problem in doing their job and getting results. The real digital transformation starts inside companies from the people, but it is reflected externally in the value they offer, in their products and services. For all those companies that work with information and knowledge, it is relatively easy to continue providing value, however, whoever depends exclusively on a product, a distribution, a sales force, or a service applied to a specific place, the situation is very different. For years, there has been talk of the need to diversify income through the possibilities of a connected world. Many sell knowledge and services through the web, in addition to their traditional model, a strategic decision that far from being an extravagance, is being seen as essential in an uncertain environment such as that posed by the context of COVID-19. But in the company, it is not only culture, products and services. But in the company, it is not only culture, products and services. And it is precisely now, more than ever, that their value is being exposed. Not only through teleworking, but also in their ability to share, lead and integrate teams at a distance.

Doing new business, managing customers and driving the internal bureaucratic wheels without the need to be observed is a challenge that exposes the individual value of each person. If we analyze well the business challenges posed by the coronavirus crisis, they are no different from those we have been preaching for years. The difference lies in the fact that now, it is not about talking, it is about acting in front of an uncertain environment that hits us from many different sides.

I want to reflect on something that affects all of us, especially companies: the economy. Doing new business, managing customers and driving the internal bureaucratic wheels without the need to be observed is a challenge that exposes the individual value of each person. If we analyze well the business challenges posed by the coronavirus crisis, they are no different from those we have been preaching for years. The difference lies in the fact that now, it is not about talking, it is about acting in front of an uncertain environment that hits us from many different sides. The damage is already inevitable. Survival will define a new, much more competitive environment "online", "more implicit aggressive, more explicit subtle", because what the coronavirus crisis has done is bring us into the business of the 21st century.