In the midst of this pandemic, entrepreneurs have a choice: we can listen to people, who conform to our fears and biases (doom and desperation) or we can search for facts and make informed risk/reward choices.

I am not going to convince you otherwise if you simply seek solace in apoplectic media stories, and burrowing deeper into the ground.

What I can say is while you are going in that direction, there are others actively seeking greater awareness of the environment in which you now operate and will operate, and the gamut of appropriate and effective actions available to you. When the inevitable recovery comes, I can guarantee they will emerge quicker and in better shape than you.

Why? They have begun taking action earlier, and they have in place preventative and contingent actions for midcourse changes of direction (incorrect assumptions). Fear is their friend, not their foe.

Time will be against you (hurried and untested re-emergence plans) and the risks exponentially greater (no Plans B and C) in simply hunkering down now and waiting for an official “all clear” to shift gears.

Do you really think that is a safer choice today for the health and welfare of your investors, employees, business partners and so on?