Why is focus important in a crisis?

In a situation that is unstable and uncertain, it can be very hard to focus. But why is focus important in a crisis? If your priorities are constantly changing it can be difficult to identify where to invest your time, energy and budget. This is why focus is important in a crisis. It will allow you to make the best use of your resources.

The first step in bringing focus to your business is to establish a clear “purpose”. Your purpose is a statement that describes why you do business. It describes what motivates you. Amazon describe their purpose as: “To be the Earth’s most customer-centric company”.

A clear purpose makes you more efficient. It allows you to focus on what you need to do, to deliver your purpose. What products or services you sell. How much you charge for them. Who you sell them to. Who you need to employ. Focusing on your purpose helps you to make the right decisions, more quickly.

In a crisis, when resources – time, people, budget – can be in short supply, there is less margin for error. So a focus on what’s important creates a foundation for success.

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