Care for Your Business’ Pre-existing Conditions and Set Your Path to a Prosperous Future

Pete Sena
5 min readMar 31, 2021

A year ago, I wrote my first COVID-related post: How to Keep Your Business Healthy While Facing COVID-19.

At the time, I had no idea of what we were truly facing — after all, none of us did. But as time went on, we learned more about the virus and ourselves.

To me, the biggest takeaway is a simple reminder: change is the only constant.

We have no idea what’s going to happen next. It could be a massive, unpredictable black swan event, like a pandemic, or small, everyday shifts that move society in a different direction. More likely, it’s a combo platter of both. Uncertainty comes in all sizes and shapes, offering us both challenges and opportunities.

So, the question becomes as we begin to move into a post-pandemic world, how do we keep our businesses healthy, strong, and resilient?

Remember what Ben Franklin taught us: an ounce of prevention is always better than a pound of cure.

This is where I take a page out of the pandemic playbook. (Surprise: there isn’t one). Think about some of the businesses that went under in the last year, like Brooks Brothers, for example. Not addressing underlying issues, like changing customer preferences and habits or getting stuck in old messages and methods, can be lethal.

So, before you start experimenting with hypotheses for what the future will look like, take this opportunity to give your business an honest and deep look with a Beginner’s Mind. Look carefully to spot the things you can fix today to prevent your business from being vulnerable tomorrow.

What pre-existing conditions are compromising your brand’s health and prosperity?

Outdated messages and misused mediums

It’s easy to get stuck in your ways. You think you know your customer, the platforms that work for you, the budget you need to reach them, and so on.

Maybe you do, but more likely, you’re dealing with outdated prescriptions and playbooks. In this past year, in particular, the digital landscape has changed dramatically. Have you really kept up?

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Pete Sena

I help founder-led businesses design demand 📈 ⚡️3X Founder / Operator / Investor | Ready to design demand for your brand? 👇 linktr.ee/Petesena