Have you ever looked at a problem for so long you overlooked the obvious solution? Similarly, people who have been immersed in an industry for a long time may lose perspective.

A newbie, however, isn't hampered in that way. They energise the team and innovate during uncertain times. The best advice to give to anyone is to consult with people outside of your business.

Invite them to ask the 'stupid' questions that spark new thinking. Take a concept that you have used elsewhere and see whether you can drive results if applied in a different space. Diversity of backgrounds and opinions is key to innovation and survival.

Adding on to this, here are eight ways to adjust a business strategy during a pandemic, as well as your attitude towards risk and timing moving forward:

1. Partner with trusted brands

The future of business success will come from well-aligned partners. It's easy to identify brands by how reactive they are, so seek out brands that are engaged and don't hide behind red tape.

Brands must partner with brands that share the same values, as well as your sense of urgency. These are partnerships that will survive this pandemic.

2. Be aware of your timing

Timing has always been a crucial component in business, it determines success in a big way. From now on, timing will determine whether a business survives or not. Let your timelines be driven by the human truth you have built your idea around.

3. Take the risk

It may feel counterintuitive to develop a new product amidst a pandemic, but the excitement of creating something new within a limited timeframe will energise the company. If you trust in your team and have a clear vision of success, the risk is an opportunity.  

4. Support local businesses

Jacaranda FM's Good Morning Angels Benefit Concert had a very clear intention; this was to support everyday South Africans through acts of generosity and assistance and to support artists that have contributed to our culture and zeitgeist.

Consumers at large are scrutinising the brands that they engage with and want to see clear action and a local alignment. Supporting local businesses is important to most but a new generation of consumers are building brand loyalty based on it. Who are you supporting locally as part of your value chain?

5. Do good

It's critical for brands to demonstrate heart. Businesses who genuinely do good because they value social investment won't find it hard to talk about or share their news with consumers.

This builds the increased brand loyalty all businesses rely on. Does your idea make an impact for good? If the answer is no, ask how can your idea make an impact for good.

6. Grow by leveraging existing channels

How a business shows up at every contact point is very important. COVID 19 and the regulations that came with it forced some businesses like restaurants to sever ties with consumers instantly. Customers could no longer experience the brand like they previously did.

The question is where are your customers? For businesses, that has been the ever-elusive question. Now, we have the answer: more people than ever are at home.

How do we provide a new brand experience in their homes? How do we add back that human element physical distancing has taken away? These are the tyoes of questions that we are (or should) be asking. 

7. Generate ideas that are rooted in people

Ideas to help businesses survive need to be rooted in people. Every single business needs to react and adapt to the pandemic. It is important to note that consumer behavior has changed drastically.

Ideas are also rooted in people outside of the marketing team, so invite newbies, outsiders and unusual suspects; this is where your next big idea could come from.

8. Check your attitude

Surround yourself or build a team of people who will not allow a virus to dictate how they run a business or do their job. Yes, people are stressed and stretched and adapting, but attitude is half the battle won.

Embrace the changing world. Be first adopters, trial new methods and cultivate an attitude that views these changes and restrictions as opportunities. How? This space and attitude is cultivated when people do not fear failure.

Our fears have expanded and heightened all at once now, leaders need to trust in their teams and lead their teams in failing fast and learning more for the next round.

For more information, visit www.jacarandafm.com. You can also follow Jacaranda FM on Facebook, Twitter or on Instagram.