British Prime Minister Winston Churchill stated, “There is nothing wrong with change….if it is in the right direction.”  In this current condition, it can seem moving in the right direction is unclear and unknown, with so many challenges we face during this global pandemic.  Businesses have met so many problems over the last several months from total shutdown, laying off workers, pay cuts, loss of revenue, and complete business closures.  What have we learned from these difficult times?  Jack Welch, former CEO of GE, stated it best; “Change before you have to.”

One of the lessons, as an organization, we implemented right away was to look at new opportunities for new products, services, and with our customers.  We looked at how our customers were shifting from the production of items they had been producing for years to new PPE items.  We looked at what we could do to support them with labeling and promoting these new products with new or stock labels.  We developed more robust relationships with our customers by working with and providing resources based on the pivot many were making.  Partnerships rely on trust and commitment; these trials that our customers have faced for the last several months have encouraged growth and developed our ability to be a reliable partner. 

Flexibility has been critical to successfully navigating this new challenging business world.  Some of our customers came to us as the viral pandemic began that slowed economic growth and affected everyday lives with concerns about paying invoices.  Our customers saw products returned, canceled purchase orders, and full-scale manufacturing shutdowns; they did not see the healthy cash flow to be able to continue paying mounting invoices becoming due.  As calls and emails came in asking for additional time to pay invoices, we had to make a decision; maintain the status quo and say no, or be flexible and work with our customers.  We choose to consider the long-term relationship that we strive for with each customer, working with each one on a specific plan to help them in their time of need.  The outcome, our customers fulfilled their commitments to the financial arrangement established with them.  We now have stronger business relationships because we worked together to support one another. 
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Elenor Roosevelt, an advocate for social and equality change, stated, “In business, courtesy and efficiency have a symbolic relationship.”  Flexibility and working with our customer’s needs allowed a greater understanding of how we can be more than just a transactional partner but an essential resource to our customers.  We are grateful for all of our customers, but more importantly, we love being a part of their journey.

​As I came into the office today, I notice our petunia flowers by our front door.  They were blooming and beautiful; these flowers produce a fragrance that was delicate and sweet.  I had to stop and take in these beautiful flowers for just a moment and the elegant design they made in our planter.  I wondered for a moment what can I learn as a business owner from these flowers.  Here a few things I reflected on:

1. Bloom where you are planted.  – Many times we, as business owners, are looking at how we can grow or what is the new idea that I need to execute on.  We forget to improve what we are good at already.  These flowers can only grow how big our planter is, but they find a way to grow outside of the plant and extend beyond the edge.  We need to look to expand our core business outside the edge of our exsist framework.  We need to see the opportunities within the core, sometimes that means we need to take a deeper diver to know where the opportunities are.
2. Control what we can.  – I know that if I water the flowers daily, cover them when it freezes at night in the spring or fall, and give them good fertilized soil, the flowers will bloom.  I cannot control the weather with sun or rain or the temperature, but I can follow the simple processes I know to keep flowers healthy and blooming.  The same is with our business; follow the necessary procedures we know work in making whatever we do that has produced success.  It has been a challenging few months, with business slowing or completely shut down.  We had to choose to be positive and pivot our businesses to survive or be negative and watch as our business reach a point of no return.  Leadership is making the difficult decisions and holding the team accountable while our teammates are watching our every move; it's easy to buy the office lunch we things are going well!
3. In a challenging environment, we can find success.  – Our planter is outside our front door in the parking lot; hot asphalt, car exhaust, blazing sun, and the occasional bump from loading cart bumping into the planter.  These are the not most ideal conditions for petunias to grow in; these flowers would much prefer a planter in a garden or near a front door of a home with a beautiful sunny front porch.  We all dream our businesses would take off and run all the time smoothly.  I know with my flowers at home, I look at them and say to myself they have this beautiful environment not as harsh as the office, I can water them tomorrow.  The flowers begin to wilt and die because I fail to give them what they need.  I get complacent because I see the flowers in a more comfortable and ideal area; I fail to recognize they need the same attention as the flowers in the harsher environment by the office front door.  The same is with our business; we have to follow the successful processes in both the good and challenging times.  I am not saying we do look for opportunities to improve, but rather, don't change your mindset to coasting because business is good.  Continue the critical thinking and disciplined in your actions that made your business successful when you first started!
4. Sometimes just simple things like seeing beautiful flowers can help you understand the opportunity in your business and help you remember why you work so hard in and on your business!  ​

Many of our customers have experienced many difficult challenges during this COVID-19 pandemic.  This virus has affected every aspect of our lives from our schools closing, online graduations, cancellations of trade shows to our businesses shutting down, or working from home.
As businesses, we have had to change how we meet our customers' needs.  One area we have been able to help old and new customers with branding products with our stock Made in the USA labels.  We have seen our customers pivot their business to manufacturing PPE, and we have been able to help them brand their products with these labels. 
Here at W&W Associates, we are proud to help our customers pivot with new products that help protect our families, healthcare workers, and those that a vulnerable to this virus.