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How to Create Thriving Opportunities During Unfortunate Times

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If you’d like to learn how to thrive during uncertain times so you can always find ways to be successful, sign up for the free 90-Day Master Class hosted by the founder of Addicted2Success.com, Joel Brown.


The current situation we are all dealing with in the world has had an unprecedented impact on businesses, both new and established, across every industry imaginable. From tourism and travel to retail and even e-commerce, business is down and there is an uncomfortable sense of uncertainty across the world.

There are always going to be unfortunate world events that we have to deal with head-on, but a global pandemic like we are currently experiencing is unchartered waters for most business owners and entrepreneurs.

One of my companies creates direct-to-consumer beauty brands and we launched a new brand amid the global pandemic. Many said that launching a new brand during the pandemic was very risky.

Guess what happened? It took off. It exploded out of the gate and scaled faster than other brands that launched in what many experts would say, were more stable economic times. We made sure to check-off several boxes — ones that I knew would lead to the success we experienced.

This formula doesn’t only apply to e-commerce brands. It actually applies to any new business. While most are playing it safe and laying low, there is a huge opportunity to introduce new products or services to the market. 

Here are a few things to consider if you decide to take the leap:

1. Identify a Need, Want, or Desire with High Demand

The brand we launched was an at-home kit that allows consumers to get salon-quality nails at home. One of the most complained about topics across social media was nails — or lack of options since most salons were ordered to close.

As it became clear that salons wouldn’t be opening for some time, we decided to launch a home-kit. There was a clear need, want, and desire. All you had to do was look on social media and it was very obvious that if we brought a solution to the market, we would have willing and able buyers.

The demand was there and the price-point was more affordable than the salon. We created a win-win situation for the consumer. They were able to do their nails and save money. There are always going to be needs and wants during unforeseen times. Identify them and you will face opportunity directly in the face.

“In the middle of difficulty lies opportunity.” – Albert Einstein

2. Find a Way to Place Your Offer Directly in Front of Your Target Audience

There is one aspect of the global pandemic that gave many businesses a major advantage. They could easily market to their ideal customer through online marketing.

From email marketing to paid social media and influencer marketing — consumers were at home and a large percentage of them were on their computer or had their mobile device glued to their hands.

With our brand, we knew that we could run highly targeted social media campaigns and place our offer right in front of those that were craving a solution for their nail problem. The same logical thinking was utilized by many businesses.

Let’s take the restaurant industry for example. Many were forced to stop serving and sitting guests, so they had to convert to take-out and delivery only. Many that didn’t focus on this prior immediately turned on social media ads and pushed local consumers to download their own app or encouraged them to order via platforms like Uber Eats and Postmates.

3. Show Empathy in Your Marketing Message

In our situation, we more than likely could have just run straight ads with the message of, “Get your nails done” and received some interest. But we decided to focus on showing empathy while also presenting the consumer with a solution.

The pandemic impacted people differently — from losing loved ones to the virus to being laid off — it required a softer message for that initial touch-point. I am constantly analyzing D2C marketing and messaging and some of the most successful campaigns I have seen during this crisis displayed some level of empathy in the message.

I feel that a lot of brands assumed that consumers would simply stop spending money during the pandemic, which wasn’t the case at all. Some brands did slow down advertising, which created another opportunity — lower ad costs and media buys.

It honestly couldn’t be easier. A simple approach along the lines of, “Hey, we know times are crazy and there is a worldwide sense of uncertainty, and we also know you miss the little things like getting your nails done…”

Brands, especially new ones, were presented with an opportunity to make a strong connection with consumers. Life was slowed down a bit. People weren’t in such a rush because they literally had nowhere to go.

This was an opportunity to let them know you care and establish that relationship. This actually relates directly to my final point below.

“There is only one boss. The customer―and he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.” – Sam Walton

4. Operate and Build with Post-Tragedy Scale in Mind

I’ve seen a lot of brands surface during the pandemic, and I am willing to bet when I check on them a couple of months down the line they will be long gone. Why? Because they are only focused on the “now” and have zero vision for the future.

This is the wrong way to approach launching a new opportunity — pandemic or not. One of the reasons I stressed building a strong initial relationship with the consumer is because of long-term scale and growth.

If you connect with a consumer during a difficult time and build a meaningful relationship by providing them with a product or service that helps them — solving a problem or taking their mind off the current situation — they are going to be very brand-loyal moving forward.

With our brand, we are solving a problem caused by the pandemic and shutdown, but we are also providing convenience and a product that has the potential to thrive in a “normal” world. Someone that is introduced to the brand during these times and has a pleasant experience is likely to be a repeat customer.

The brands that are only focused on making a quick buck will be scrambling when things settle down and consumers return to their normal activities and routines. Those that had post-pandemic scale in mind will continue to grow and thrive in the future.

How do you create opportunities during uncertain times? Share your thoughts with us below!

Razvan Romanescu is a serial entrepreneur, whose roles include: Co-Founder and CEO of Gamelancer Inc, a platform designed to empower gamers to generate revenue by being compensated for playing with others; Co-Founder of Guff Media, which owns multiple media properties including Memes.com (@memes on all social platforms and the largest meme generator app in the App Store); Co-Founder and CEO of Underlining Beauty, which owns and operates brands such as Tatbrow and Nailboo; Co-Founder and CEO of 10PM Curfew, a female-focused media network founded with actress Bella Thorne that includes @style and @girls on Instagram and TikTok.

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Success Advice

Why One-Size-Fits-All Leadership Will Always Fail (and What Works Instead)

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The Leadership Shift Every Company Needs in 2025

Struggling to keep your team engaged? Here’s how leaders can turn frustrated employees into loyal advocates.

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In workplaces around the world, there’s a growing gap between employers and employees and between superiors and their teams. It’s a common refrain: “People don’t leave companies, they leave bad bosses.”

While there are, of course, cases where management could do better, this isn’t just a “bad boss” problem. The relationship between leaders and employees is complex. Instead of assigning blame, we should explore practical solutions to build stronger, healthier workplaces where everyone thrives.

Why This Gap Exists

Every workplace needs someone to guide, supervise, and provide feedback. That’s essential for productivity and performance. But because there are usually far more employees than managers, dissatisfaction, fair or not, spreads quickly.

What if, instead of focusing on blame, we focused on building trust, empathy, and communication? This is where modern leadership and human-centered management can make a difference.

Tools and Techniques to Bridge the Gap

Here are proven strategies leaders and employees can use to foster stronger relationships and create a workplace where people actually want to stay.

1. Practice Mutual Empathy

Both managers and employees need to recognize they are ultimately on the same team. Leaders have to balance people and performance, and often face intense pressure to hit targets. Employees who understand this reality are more likely to cooperate and problem-solve collaboratively.

2. Maintain Professional Boundaries

Superiors should separate personal issues from professional decision-making. Consistency, fairness, and integrity build trust, and trust is the foundation of a motivated team.

3. Follow the Golden Rule

Treat people how you would like to be treated. This simple principle encourages compassion and respect, two qualities every effective leader must demonstrate.

4. Avoid Micromanagement

Micromanaging stifles creativity and damages morale. Great leaders see themselves as partners, not just bosses, and treat their teams as collaborators working toward a shared goal.

5. Empower Employees to Grow

Empowerment means giving employees responsibility that matches their capacity, and then trusting them to deliver. Encourage them to take calculated risks, learn from mistakes, and problem-solve independently. If something goes wrong, turn it into a learning opportunity, not a reprimand.

6. Communicate in All Directions

Communication shouldn’t just be top-down. Invite feedback, create open channels for suggestions, and genuinely listen to what your people have to say. Healthy upward communication closes gaps before they become conflicts.

7. Overcome Insecurities

Many leaders secretly fear being outshone by younger, more tech-savvy employees. Instead of resisting, embrace the chance to learn from them. Humility earns respect and helps the team innovate faster.

8. Invest in Coaching and Mentorship

True leaders grow other leaders. Provide mentorship, career guidance, and stretch opportunities so employees can develop new skills. Leadership is learned through experience, but guided experience is even more powerful.

9. Eliminate Favoritism

Avoid cliques and office politics. Decisions should be based on facts and fairness, not gossip. Objective, transparent decision-making builds credibility.

10. Recognize Efforts Promptly

Recognition often matters more than rewards. Publicly appreciate employees’ contributions and do so consistently and fairly. A timely “thank you” can be more motivating than a quarterly bonus.

11. Conduct Thoughtful Exit Interviews

When employees leave, treat it as an opportunity to learn. Keep interviews confidential and use the insights to improve management practices and culture.

12. Provide Leadership Development

Train managers to lead, not just supervise. Leadership development programs help shift mindsets from “command and control” to “coach and empower.” This transformation has a direct impact on morale and retention.

13. Adopt Soft Leadership Principles

Today’s workforce, largely millennials and Gen Z, value collaboration over hierarchy. Soft leadership focuses on partnership, mutual respect, and shared purpose, rather than rigid top-down control.

The Bigger Picture: HR’s Role

Mercer’s global research highlights five key priorities for organizations:

  • Build diverse talent pipelines

  • Embrace flexible work models

  • Design compelling career paths

  • Simplify HR processes

  • Redefine the value HR brings

The challenge? Employers and employees often view these priorities differently. Bridging that perception gap is just as important as bridging the relational gap between leaders and staff.

Treat Employees Like Associates, Not Just Staff

When you treat employees like partners, they bring their best selves to work. HR leaders must develop strategies to keep talent engaged, empowered, and prepared for the future.

Organizational success starts with people, always. Build the relationship with your team first, and the results will follow.

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