If you are a business that has been impacted by COVID-19, listen up! You are facing the most difficult business challenges you will ever face. The best use of your 8 minutes today is to listen to Guy Kawasaki’s “The Art of Perseverance”. Here is a summary of Guy’s advice:

• Run the right race

• Focus on cash

• Cut deeper than you think

• Do business directly with your customers

• Cap your installed base

• Don’t depend on white knights and silver bullets

• Be transparent with your staff

• Give to get

• Evaluate your supply chain

• Do the crap you did not have time to do before C19

• Ask: Therefore…what?

He forgot to mention a very important point for any Santa Cruz-based business: surf as much as possible!