15 Ways to Navigate Uncertain Times as Small Business Owners
Update August 2026: I wrote this post in March 2020, right at the beginning of the pandemic, and it’s interesting how some of my predictions/hopes did not materialize. As the world rushed back to the life we had before the pandemic, the landscape has changed, and things continue to feel unstable. There are major wars in the world, the political and social cracks keep widening, and AI is bringing more uncertainty to the table. While these tips were collected under the shadow of the pandemic, they are valid as ever.
Entering a pandemic: How do we navigate these uncertain times as small business owners?
This was the topic of a Zoom call I had this week with my Facebook group and it was so good to get together and share our experiences and some great strategies and tips amidst a global pandemic that is shaking many of us to our core.
I have no doubt that the coronavirus will change how we conduct our lives and jobs. Maybe the days of mass events in public spaces are numbered and entertainment will happen more and more via our screens? Maybe global expansion both in business and leisure will implode and make us more focused on ‘home’? Maybe we will take this as an opportunity to slow down and rethink how we do consumerism and how we can come together as local communities rather than spend all our time in internet silos (which, in my humble opinion, is a far greater threat to our society than even this virus.)
I don’t know how all of this will play out but I do know that we all can do our own small part in supporting each other. With that in mind I want to share this list that came out of our Zoom meeting in the hope that is might give you some comfort, too.
1. This is temporary
Yes, the situation is predicted to go on for a while. But please know that this is temporary and eventually we will have moved through it and come out on the other side. And then things are likely to boom as many jobs open up again and new jobs and industries come out of this. What's most important right now is that we figure out how to BRIDGE the next few months or even years, and how to PREPARE for when things pick up again.
2. This is like grieving
Going through such fundamental challenges and changing times is very much like the 5 stages of grieving: denial, anger, bargaining, depression and finally acceptance. Just being aware of this can help with moving through it.
3. Feeling our feelings is important
There are so many tips floating around on how to be more productive and all the things we can DO during while we are forced to stay put at home. However. Let's also take a moment to FEEL this. Allow for the anger, fear and feelings of uncertainty and give it all some space. I believe that this will help us a lot with processing this.
4. Routine matters
For those of us who already work from home not much changes in this regard unless you have kids that are now also at home all day. Developing a routine early on for everyone in your family can go a long way in keeping everyone sane and productive.
5. Clean your house
Not just because that's a good idea when a virus is making its rounds, it will also just make you feel good to have a clean and tidy home. It's great for our feng shui and general sense of well-being!
6. Get out in nature
Unless the authorities mandate that we stay in our homes (which has already happened in some countries and will happen for others) go and get some fresh air and sunshine, move your body and enjoy the natural world. It is perfectly ok to be outside, just be mindful of the 6ft distance for the time being.
7. Escape with Netflix and good books
It is perfectly ok to slow down and escape into your favorite TV shows, movies and books. In fact, I believe this is essential for our mental health. So don't feel bad if want to do a bit more of this right now. Get your favorite snacks and drinks, light some candles and sink back and enjoy.
8. Diversify and learn new skills
If your business is slowing down and you find yourself with more time on your hands this is a great opportunity to learn new skills! Have a look around Skillshare or google online courses in a subject you’re interested in. Needless to say, if you want to learn how to use Squarespace with confidence (and not just for website building) you know where to find me 😉
9. Know your money
It is very easy to feel like the $$$ are slipping away right now and to panic over losing jobs, clients and income. Take a day to have a good look at your money situation. Write it all out, how much is in the bank, how much do you owe, what do you need for basic expenses, what expenses can you cut, where can you save, where can you make money. Make a budget. Even if it's dire I promise you will feel better for knowing where you stand.
10. Ask people for help
Asking for help is a bit of a lost art these days. We’ve been conditioned to ‘do it all’, especially as women. However, this is not the time to soldier through on your own. In fact, you should never feel like you have to do that. What does asking for help in this current time look like? It could be contacting your landlord and asking whether you can pay rent later or partially. Contact your bank if you have a mortgage and worry about making payments, many banks will probably start offering payment holidays. Ask family or friends for help if you know they are in a position to do so. Work out a payment plan with your lendors or suppliers. Everyone has a stake in this and knows that we can only get through this if we work together and help each other.
11. Offer to help
So many ways to do this even with ‘social distancing.’ Check with your family and friends: who needs help? Do whatever you can to support them with your time, skills or money. Check with your neighbors, especially the elderly: who needs help? Get groceries for them (leave on the front door), make sure they have a phone and charger, give them your number so they can call for help or just a chat.
12. It is ok to do this at your own pace
Even before this crisis many of us have been struggling with the notion that we need to act fast so not to miss the boat! Fear tactics and creating a sense of lack and urgency is a popular marketing strategy and even if we are aware of it and reject it, it's hard to ignore it. In times like these this can intensify the feeling that we are too slow and behind the curve and now we'll not only never catch up but lose everything altogether. This is NOT TRUE. There are always people who will be further along, there are also many people who are behind us. It does not matter where they are, what matters is knowing how you work best, honoring your pace, honing your skills and focusing on doing your best work with what you have and where you are now.
13. You have agency
Meaning: we do have control over a lot more things than we think, or than the media has us believe. This includes making a budget, eating healthy foods or deciding that comfort food is ok, cooking, moving our bodies, learning skills, staying informed, staying away from 24/7 news, acknowledging and then ignoring the noise, getting up early, making our beds, taking good care of ourselves and our loved ones. Yes, there are many things that we have little or no control over (the weather, a nasty virus, the actions of others) but at the same time we can make decisions for ourselves and that includes deciding how we respond to those things we cannot control. We always, always have agency through our own choices and actions.
14. Tend to your relationships
Running a successful business, in my humble view, is all about the relationships we have and how we nurture them. We do not need a million followers to run a sustainable business, we need good relationships. Take care of those and they will take care of your business.
15. Knit. Make Art. Bake. Journal.
These creative activities have sustained us for centuries, some things don’t change. I am resurrecting a blanket I started knitting, ahem, 18 months ago! So get creating and your heart will thank you.
