"The current crisis can create the biggest growth in profit ever"

It is true that companies and executives are experiencing difficult times. The crisis came out of the blue and took everyone by surprise. The last 6-12 months have been extremely hard on executives, and many are feeling drained. But take heart, on the other side of the crisis there will be opportunities for profit growth unlike anything you have seen before. But only if we do things right.
Effective crisis-management/leadership involves three steps. The first is to recognize the fact that the company is in crisis. The second is to take action in two key areas:
cutting costs to below revenues, so that the company can actually survive,
increasing the attractiveness of you products and services, so that you retain as many customers and as much turnover as possible.
Step two also involves securing a positive cash flow and a healthy cash position the lifeblood of any company.
Step three is where you find the once-in-a-lifetime opportunity for profit growth. Step three is the post-crisis phase, where demand and spending start to increase again. When will that be? Your guess is as good as mine. Despite this uncertainty, it is a fact that after step two, most companies will have an extremely low cost base. They will be very efficient and on a battle-ready footing. The art in step three is to grow your business aggressively without increasing your cost base, or at least ensure it increases at a much slower rate than revenues.
If your company wants to capitalize on this great opportunity, it is critical that you do not return to pre-crisis complacency, letting costs grow and accepting decreasing efficiency in primary business processes. Most important of all, executives must retain their hunger, edge, action focus, and courage to rethink the business. Otherwise, what is the point in having leaders?