How to Lead During a Crisis

In 2011, the Amazon Appstore failed on launch and Jeff Bezos was furious. It was my fault, and I handled one aspect of recovery so poorly that one of my engineers quit. I still regret it 14 years later. Please learn from my mistake. The main lesson is that when you are leading through a crisis, it can feel like it is all about you. It isn’t. It is about: 1) Solving the problem 2) Guiding your team through it The product issue was that there were some pretty simple bugs, and we solved those problem well enough that I was eventually promoted. Where I failed was in guiding my team through the crisis. My leadership miss was that I neglected to encourage and support the engineer who had written the bad code. He did a great job stepping up and supporting the effort to fix the problem, but shortly afterward, he resigned. During the crisis, I failed to make clear to him that we did not blame him for the launch failure despite the bugs. I imagine that left room for him to think we blamed him or that he didn’t belong. It is also possible that others did blame him directly and that I was too caught up in the crisis to realize it. Both instances were my responsibility as the leader of the team. His resignation taught me a valuable lesson about leading through a crisis: No matter how bad the situation is, your team must be your first priority. If you make them feel safe, they will move heaven and earth to fix the problem. If you don’t, they may still fix the problem, but the team itself will never be the same. As a leader, here is how you can give them what they need: 1) Take the blame and do not allow others to be blamed. In some bug cases after this we did not release the name of the engineer outside the team in order to protect them from judgment or blame. 2) Separate fixing the problem from figuring out why it happened. Once the problem is fixed, you can focus on root-causing. This lowers the risk of searching for answers getting confused with searching for someone to blame. 3) Realize that anyone involved in the problem already feels bad. High performers know when they have fallen short and let their team down. As a leader you have to show them the path to growth and success after the crisis. They do not need to be beaten up on- they have taken care of that themselves. 4) See crises and problems as growth opportunities, not personal flaws. Your team comes with you in a crisis whether you like it or not, so you might as well come out stronger on the other side. As a leader, the responsibility for a crisis is yours in two ways: The problem itself and the effect it has on the future of the team. Don’t get too caught up in the first to think about the second. Readers- Has your team survived a crisis? How did you handle it?

I was recently speaking to someone about a manager who treats every issue, big or small, like a crisis. It reminded me of something I learnt early in my career from my manager: "when pressure is high, a leader’s first job is not to make the room more anxious." Because people notice. Very quickly. A few things I have seen the best leaders do in a crisis: -> They separate signal from noise: Not everything loud is important. They focus the team on what will actually change the outcome. -> They regulate before they respond: They do not react at the speed of the panic. They pause, steady themselves, and then lead. -> They are clear about facts, gaps, and next steps: What do we know? What do we not know? What happens now? Clarity calms. -> They create ownership quickly: Who is doing what, by when, and how updates will happen. Unclear accountability only increases stress. -> They acknowledge emotion without amplifying it: They do not minimise pressure. But they do not dramatise it either. To me, that is also what authentic leadership looks like in a crisis: not pretending to have all the answers, but being honest, grounded, and steady enough for others to think clearly. Pressure does not create leadership maturity. It reveals it. What have you seen the best leaders do in a crisis?

“Another Boeing plane has crashed…” That headline didn’t just inform the world. It shook it. Airlines grounded fleets. Passengers canceled bookings. Families waited in grief. And in those painful moments, everyone turned to Boeing — waiting for reassurance, compassion, and clarity. But what they received instead was silence, technical statements, and corporate coldness. ⸻ 💬 The Dialogue That Never Happened Imagine if Boeing’s CEO had stood before the world and said: 👉 “We are devastated by this tragedy. Our deepest condolences go to the families who lost their loved ones. We take full responsibility to uncover the truth, fix it, and make sure this never happens again. Every passenger’s life matters. We will not rest until trust is restored.” Instead, the company issued vague technical explanations about “software updates” and “pilot procedures.” The difference? One statement speaks to the heart. The other hides behind jargon. 📉 The Fallout of Silence Boeing didn’t just lose billions in market value. They lost something far more precious: trust. • Passengers felt unsafe. • Governments demanded groundings. • Airlines questioned contracts. • Employees lost pride. A global brand that once symbolized safety became a symbol of fear. And the leadership lesson? 👉 In crisis, your communication is your reputation. ⸻ When tragedy strikes, the human brain looks for three things immediately: 1. Reassurance (Pathos): “Do you see my pain? Do you care?” 2. Clarity (Logos): “What exactly happened? Am I safe?” 3. Responsibility (Ethos): “Can I trust you to fix this?” ⸻ Here’s a 3-step Crisis Communication Framework every CEO must remember: 1. Acknowledge Emotion (Pathos): • Show empathy immediately. • Example: “We are heartbroken by this tragedy. Lives were lost. Families are grieving.” 2. Share Facts Clearly (Logos): • State what you know, what you don’t know, and what you’re investigating. • Example: “The incident involves [details]. Investigations are ongoing. Safety checks are underway globally.” 3. Commit to Responsibility (Ethos): • Show accountability and promise change. • Example: “We take full responsibility. Here’s how we are fixing it: [specific steps].” ⸻ ✅ Do’s & ❌ Don’ts of Crisis Communication ✅ Do’s • Respond quickly. Speed signals responsibility. • Lead with humanity. Speak to emotions first, facts second. • Be transparent. Say what you know and admit what you don’t. • Take responsibility. Even partial acknowledgment builds trust. • Be consistent. Updates must be regular, not one-time. ❌ Don’ts • Stay silent. Silence is filled with rumors. • Use jargon. “Software anomaly” means nothing to grieving families. • Deflect blame. Saying “pilot error” erodes credibility. • Downplay loss. Even one life lost must be honored. • Overpromise. “It will never happen again” sounds hollow if unproven. ⸻ 💡 The Bigger Leadership Lesson Crisis doesn’t just test your company. It tests your character.

"War-Life Balance , Week 3" I wrote about this last week. I didn't think I'd need to write it again. Three weeks now. Sirens at 2am. Running to shelters mid-meeting. Endless nights watching the news instead of sleeping. Watching my team do it night after night. War-life balance isn't a concept from a leadership book. It's what happens when your calendar has a board call at 9am and a rocket alert at 9:03. And yet — deadlines don't know there's a war. Clients don't pause. The business keeps moving. So how do you actually keep a team together when the world outside feels like it's falling apart? Here's what I've learned (the hard way): 1. Empathy first. Everything else second. Not as a tactic. As a starting point. Before any agenda, before any update — ask how they are. Really ask. Then actually listen. 2. Ruthless focus on what truly matters. In chaos, everything feels urgent. Almost nothing is. Strip the to-do list to the core. Give your team clarity when the world isn't giving them any. 3. Flexibility isn't a perk right now. It's survival. Don't count hours. Count outcomes. If someone needs to disappear at noon because their kid needs them - that's the right call. 4. Patience. More than feels natural. Cognitive load during crisis is real. People are slower, more distracted, less creative. That's not weakness. That's human. Adjust your expectations - and say that out loud. 5. Words matter. Actions matter more. We've been sending food deliveries. Surprise packages to the door. Supporting team members who needed to get their families out of the country for a few days. Small gestures that say: we see you, and you're not alone in this. War-life balance isn't about finding perfect equilibrium. It's about leading with enough humanity that your people can keep going - even when you're all running on empty. Week 3. Still standing. Still building.

Your stomach drops. Slack is on fire. This isn’t just a crisis—it’s the moment that makes you. Handling high-stakes moments isn’t a bonus skill. It’s 𝘵𝘩𝘦 leadership skill. Here’s what separates those who bounce back stronger from those who don’t: 1. Own the outcome → Use active language: “We deployed a change that caused the outage,” not “The system failed.” → Show up. Be visible. → Skip the explanations initially — lead with acknowledgment → Own the full impact, not just your part → Roll up your sleeves alongside the team → Ask “How can I help?” — not just “When will it be fixed?” 2. You’re communicating even when you’re not → Send regular updates, even if there’s little new info → Set clear expectations for the next update (and meet them) → Differentiate clearly between what you know and don’t → Be transparent about severity and impact 3. Don't let a good crisis go to waste → Document lessons while the experience is fresh → Share learnings beyond your immediate team → Turn insights into system improvements → Use the crisis to upgrade your playbooks These actions build something more valuable than a crisis-free record: Unshakable trust. Teams trust the leaders who show up. Stakeholders remember the ones who stay steady under pressure. Your toughest moments are your biggest opportunities for leadership growth. What’s one crisis that changed how you lead?

Land the plane. If you’re in it right now, dealing with a missed goal, a major bug, a failed launch, or an angry keystone customer, this is for you. In a crisis, panic and confusion spread fast. Everyone wants answers. The team needs clarity and direction. Without it, morale drops and execution stalls. This is when great operators step up. They cut through noise, anchor to facts, find leverage, and get to work. Your job is to reduce ambiguity, direct energy, and focus the team. Create tangible progress while others spin. Goal #1: Bring the plane down safely. Here’s how to lead through it. Right now: 1. Identify the root cause. Fast. Don’t start without knowing what broke. Fixing symptoms won’t fix the problem. You don’t have time to be wrong twice. 2. Define success. Then get clear on what’s sufficient. What gets us out of the crisis? What’s the minimum viable outcome that counts as a win? This isn’t the time for nice-to-haves. Don’t confuse triage with polish. 3. Align the team. Confusion kills speed. Be explicit about how we’ll operate: Who decides what. What pace we’ll move at. How we’ll know when we’re done Set the system to direct energy. 4. Get moving. Pull the people closest to the problem. Clarify the root cause. Identify priority one. Then go. Get a quick win on the board. Build momentum. Goal one is to complete priority one. That’s it. 5. Communicate like a quarterback Lead the offense. Make the calls. Own the outcome. Give the team confidence to execute without hesitation. Reduce latency. Get everyone in one thread or room. Set fast check-ins. Cover off-hours. Keep signal ahead of chaos. 6. Shrink the loop. Move to 1-day execution cycles. What did we try? What happened? What’s next? Short loops create momentum. Fast learning is fast winning. 7. Unblock the team (and prep the company to help). You are not a status collector. You are a momentum engine. Clear paths. Push decisions. Put partner teams on alert for support. Crises expose systems. And leaders. Your job is to land the plane. Once it’s down, figure out what failed, what needs to change, and how we move forward. Land the plane. Learn fast. Move forward. That’s how successful operators lead through it.

Right now, leaders across the UK are facing some of the toughest challenges in years. The government’s financial and tax pressures are squeezing organisations, staff costs are soaring, and uncertainty is the new normal. In times like these, it’s easy to feel overwhelmed, to slip into survival mode, and to let fear dictate decisions. But this is exactly when true leadership is needed most. The best leaders don’t just weather the storm, they find ways to inspire, adapt, and lead their people with optimism and resilience. We need to awaken possibility to deliver extraordinary results. So, how do we stay positive when everything around us seems to be tightening? How do we step up and lead with strength when the pressure is relentless? 1. Reframe the Challenge Rather than seeing difficulties as roadblocks, view them as opportunities for growth, innovation, and reinvention. Some of the greatest breakthroughs in business history have come from adversity. Challenge your team to think differently, streamline processes, and focus on what truly adds value. 2. Control the Controllables Worrying about external factors beyond your control is a waste of valuable energy. Focus instead on what you can influence. Focus on your leadership, your team’s morale, and the strategic decisions that move the dial. A calm, clear-headed leader inspires confidence, even in the face of uncertainty. 3. Communicate with Transparency and Purpose In tough times, silence breeds fear. Be honest with your team about the challenges but also about the opportunities. Share the bigger picture, reinforce the mission, and remind people why they do what they do. People rally around a compelling vision, even when times are hard. 4. Stay Future-Focused Yes, the present may be tough, but where do you want to be in six months? A year? The best leaders keep one eye on the horizon. By keeping a strategic mindset, you help your team see beyond the current crisis and build for long-term success. Use progress as a motivational tool. 5. Cultivate Resilience Encourage a culture where setbacks are seen as learning experiences, not failures. Invest in wellbeing, encourage personal growth, and create an environment where people feel supported to push through challenges. 6. Lead with Energy and Optimism Your team takes its cues from you. If you’re drained, frustrated, and pessimistic, they’ll feel it. But if you bring energy, purpose, and a relentless belief that you will navigate through, they’ll follow your lead. Now is the Time to Lead Tough times don’t last, but strong leaders do. The pressures on businesses right now are real, but so are the opportunities to step up, lead with purpose, and come out the other side stronger than ever. Stay positive. Stay resilient. Awaken Possibility. How are you keeping your mindset strong in today’s climate? Let’s share insights and support each other.

The most respected leaders aren't born in the C-suite, they are forged during crises. (how to best manage a crisis) The stakes couldn't be higher: - Only 42% of companies emerge stronger after crisis. - Poor crisis response leads to avg -63% company value. - Transformational leaders have 3.5x better survival rates. Crisis management teaches us that all crises have four phases, each demanding a unique leadership approach. Here’s how the best leaders adapt across the full cycle: 1️⃣ Pre-Crisis Stage ↳The warning signs are subtle, look for them. ↳This is where quiet leadership matters most. ✍ Leadership focus: - Spot weak signals early - Build contingency plans - Clarify roles, train teams - Engage stakeholders before you need to 💡 Key skills: Foresight. Strategic planning. Proactive communication. 2️⃣ Crisis Stage ↳Everything feels urgent. ↳Decisively take action and lead. ✍ Leadership focus: - Make decisions fast, and own them - Control the chaos, guide the response - Communicate clearly and honestly - Stay calm, especially when others can’t 💡 Key skills: Decisiveness. Emotional regulation. Orchestration. 3️⃣ Chronic Stage ↳The headlines move on, but the damage lingers. ↳This is where leadership shifts from fast to sustained. ✍ Leadership focus: - Contain the ripple effects - Support your team - Stay adaptive, the full picture is still unfolding - Keep people informed, even when there’s no big news 💡 Key skills: Resilience. Empathy. Focused follow-through. 4️⃣ Resolution Stage ↳It’s tempting to “move on” ↳ But this is your chance to embed the learning ✍ Leadership focus: - Reflect and document what worked (and what didn’t) - Repair relationships and reputation - Turn the crisis into cultural memory - Strengthen your systems for next time 💡 Key skills: Reflection. Strategic improvement. Organisational learning. Effective crisis leadership doesn't rely on one skill. But a series of strategic shifts: From foresight → to control → to recovery → to reflection. Each phase demands something different from you. And while most teams can survive a crisis, very few know how to grow stronger because of it. Be the leader who knows the difference. - - - ♻️ Repost to help your network. ➕ Oliver Ramirez G. for leadership & process improvement tips. Data sources: PwC Global Crisis Survey, FTI Consulting, Marsh. Research sources: Fink (1986), Mitroff (1994), Coombs (1999).

Every communication professional should understand this: Crisis communication is not only about responding when things go wrong. It is the strategic management of information, perception, and trust under pressure. It is how you speak when stakes are high, emotions are elevated, and people are watching closely. Handled well, it can preserve credibility. Handled poorly, it can damage years of trust in a matter of hours. So what should every communication professional know? - Before a Crisis (Preparation is your advantage) Prepare before the crisis, not during it. The strongest organizations do not improvise crisis communication. They plan for it. They define protocols, assign roles, and anticipate scenarios. Preparation is what allows composure under pressure. This also means knowing your risks, aligning leadership, and ensuring everyone understands how communication will flow when it matters most. Because when a crisis hits, confusion inside the organization will always show up outside. - During a Crisis (This is where trust is tested) a. First, speed matters; but accuracy matters more. Silence creates a vacuum, and that vacuum will be filled with speculation. But rushing out unverified information can worsen the situation. The balance is to respond quickly, while ensuring what you say is grounded and reliable. b. Second, acknowledge before you explain. In a crisis, people are not just looking for information; they are looking for reassurance. Acknowledge the issue clearly, show awareness., then provide context. Skipping acknowledgment often comes across as avoidance or insensitivity. c. Third, control the narrative early. If you do not define what is happening, others will define it for you. The first few communications in a crisis often shape public perception long after the situation is resolved. d. Fourth, consistency builds trust. Mixed messages from different spokespeople create confusion and weaken credibility. Align internally before speaking externally. One message, clearly delivered. 5. Fifth, tone is as important as content. In high-pressure moments, how you say something matters just as much as what you say. Defensive, dismissive, or overly technical language can escalate tension. Calm, direct, and human communication helps stabilize it. - After a Crisis (Reputation is rebuilt here) The work does not end when the storm dies down. You must continue communicating, clearly and consistently, until confidence is restored. Rebuilding trust requires transparency. Review what happened. Identify gaps, strengthen your systems and most importantly, reshape the narrative so the crisis does not become the only story people remember about your organization. Because the truth is this: A crisis is not the time to decide how your organization communicates. It is the time your communication is tested and when that moment comes, your response will do more than address the issue.

If a major tech incident hit your organization tomorrow, would your executive team know how to respond? I’ve been in rooms where systems were down, information was incomplete, and every decision carried real consequences. In those moments, preparedness isn’t a binder sitting on a shelf. It shows up in the quality of leadership decision-making under pressure. There are three stages of crisis response during a cyber incident: before, during, and after. Each one requires different executive discipline. Before an incident - Clarify who has decision authority. - Align on risk tolerance at the board and executive level. - Rehearse executive communication plans. - Agree in advance on what transparency looks like during a crisis. During an incident - Avoid reactive decisions driven by fear. - Prioritize action over consensus-building. - Delegate execution to the technical experts. - Avoid speculation. Make decisions based on verified facts. After an incident - Run a rigorous, blameless review. - Fix structural weaknesses, not just surface symptoms. - Reinforce accountability without triggering defensiveness. - Institutionalize what was learned. Technology will fail at some point. That’s the nature of complex systems. What matters is whether your leadership team has already been tested before that moment arrives. #BusinessLeaders #Cybersecurity #RiskManagement #LeadershipDecisionMaking #TechnologyRisk