Transformation is the final continuum we want to mention. Ideally, this is the continuum you should aspire to follow. In fact, some of the most successful companies reside in this continuum. Disney, Airbnb, and Netflix all started during a time of great uncertainty or hardship. Disney started during the Great Depression. What did these companies do to thrive when the rest of the world was just trying to get by? The answer, they invested in technology and innovation.
Let us look at companies who are doing very well during this time. Netflix, Nintendo, Amazon, and Microsoft are all companies that have done very well and I am sure you are not surprised by this. While they all offer products and services that were needed/heavily used while everyone was stuck at home, how did they operate and keep up with the demand if being in-person wasn’t an option? The short answer is they all invested in technology and proactively shifted to a remote workforce. You could also say the attitude of these companies was not one of fear, uncertainty, or apathy. Microsoft heavily invested in supporting their virtual meeting client, Teams, so that the rest of the world could function remotely. Netflix released a lot of movies and shows during this time to entice customers to subscribe to their service. Netflix could have just halted all new releases and customers like you and I would have still been happy, but they went the extra mile to get more viewers.
For example, some coworking companies completely shut down in the beginning. They are a classic example of a company in the Limbo Continuum. What would it look like if they had adopted the Transformation Continuum? The coworking business model does not work in times of drastic disruption. One way they might have adapted would be to lease their furniture to people working from home who did not have any office furniture. This is something they could still do with the social distancing practices in place as their locations have had to decrease their maximum occupancy. With all the unused furniture collecting dust, coworking could put that inventory to use. Therefore, following the Transformation Continuum is the best solution for companies wanting to move forward.