Here we are in what some are calling: The Mother of All Crises. One thing is for sure, it's not going to last forever. And another thing we know: a crisis is hygenic - the best will survive and strive; the worst won't.
So, what to do to be in the first platoon, the ones that get ahead? Three things come to mind, let me go through them quickly.
Optimization: companies that get ahead are companies that are careful with their efforts right now. They think through each step although they don't let inertia push them into passive mode. If you see a company wasting energy and resources on 'the next big thing' right now, it's because they're desperate. Do what you do best and keep the course.
Innovation: there's no such thing as a 'safe bet'. Either it's safe or it's a bet. But you can't stop innovating, or you'll be left behind when the storm clears. So this might be a good time to go ask your coleagues, your employees, your team members what would they do to change things. The fact is, most organizations have lots of ideas hanging around by the door bell or the coffee machine. This could be the time to take care of the little things, to change processes and solve small problems, to unblock arteries, eliminate burocracy and improve communication, while you ride the storm. Cut costs too much and it will cripple the company - this is the time to think-out-of-the-box and find efficiencies.
Talent Retention: forget about hydrogen or solar - talent is the new fuel. If you don't have talent these days, you're not going anywhere. Curiosly enough, this could be the time to mend fences. An external threat is one of the most effective tools to unite a group. And when every company in the market is applying pressure on their employees and breeding chaos, your company could become the safe haven, where people are there for each other.
The trick is: how can you be dynamic in the market whithout intensifying inner conflict. There's something the martial artists call the 'inner calm', which is the ability to stay calm and alert, serene and swift, quiet and determined, while the battle rages around you. I believe companies should manage it as well.