Learn how to use the 7 Rs to recover from a crisis


Some crisis situations are so damaging to businesses and organizations that they decide that the most effective, efficient and strategic way to recover is through extreme transformation. To that end, they will often use one or more of what I call the 7Rs tactics to recover from a crisis: give up, reinvent, restructure, rebuild, rename, rename, and reset.

Advocacy group Time is up will apparently use several of these Rs in an attempt to recover from their involvement in a recent crisis involving former New York Gov. Andrew Cuomo and the sexual harassment allegations that have been made against him by several women.

Give up, rebuild and reset

Friday the Associated press The Time’s Up situation summed up as follows: “Confusion over purpose and mission. Lack of focus on long term goals. Ineffective communication internally and externally. Lack of accountability for senior officials, especially the CEO. Too politically partisan and too Hollywood aligned.

“These are just a few of the questions raised in a report commissioned by Time’s Up and released on Friday – in the name of transparency – as the advocacy group pledged a “major reset”, including the sacking of most staff. It comes three months after a damaging scandal forced the departure of Chief Executive Officer Tina Tchen following revelations that the group’s leaders advised the administration of former New York Gov. Andrew Cuomo after being charged for the first time in sexual harassment last year.

Actress and activist Ashley Judd, a member of the board of directors of Time’s Up told the AP that “we are going to the studs. We will rebuild and reset and come back in a way that honors our tenure, incorporates the voices of our critics, learns from our findings… and holds us accountable, but also lives up to our potential.

Here’s how other businesses and organizations have used the rest of the 7Rs to recover from a crisis.

Reinvent and restructure

Before the Covid, museumhack.com, a museum tours company, had annual sales of approximately $ 2.8 million and more than 30 employees.

When Covid closed all museums, the company’s revenue fell to zero in three days. In response, the company has temporarily laid off staff, ended software subscriptions, and pondered potential new business models. They quickly changed their name to teambuilding.org and rebranded themselves by hosting virtual team building events.


Michel Alexis, CEO of teambuilding.org, recalled that “… we were trying to match our skills with services that might be requested during lockdown and stay-at-home orders … we used trends.google.com, which is a free tool that gives you relative data on the search volume of specific keywords on Google.

“We saw that interest in ‘virtual team building’ was skyrocketing with so many people starting to work remotely, and we decided to get involved because we had some experience in team building in. no one at the museum, ”he said.

According to Alexis, “We have greatly exceeded our previous numbers and now have over 200 employees. Customers for their new services include companies like Apple, Amazon and Google.

Rename and rename


Last month CNN reported that “Facebook changes its company name as it focuses on ‘metaverse’ and faces scrutiny of real-world damage from its various platforms after whistleblower leaks hundreds of internal documents .

“A rebranding could be part of an effort to reshuffle Facebook’s reputation and turn the page following a series of PR nightmares, including misinformation on its platforms, moderation failures by content and disclosures about the negative effect of its products on the mental health of some users. “

Weight Watchers

In an effort to transform the weight loss business into a wellness organization, in 2018 Weight Watchers changed its name to WW.

According to New York Times, the name change and the name change “… came at a time when the body positivity movement It was growing and the company faced increased competition from companies focused on personal care and nutrition.

Aunt Jemima

Aunt Jemima, who had been criticized for years for her name and likeness associated with racist images, changed her name to Pearl Milling Company, who created the pancake mix. The New York Times noted that “the change was initiated last year, after the murder of George Floyd sparked protests against racial injustice and a nationwide consideration of the Old South symbols and their meanings. “

Advice to business leaders

Alexis, CEO of teambuilding.org, said: “… reinvention can be a huge catalyst for growth. Many organizations, whether due to stagnant industry, increasing competition, or even poor public relations, are no longer thriving. If you can use your basic skills and progress to something new, then you have the opportunity to build a better performing organization. “


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