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  • Writer's pictureAmi Kassar

AmiSight 10/24: Making Decisions on How to Show Up in a Crisis as a Leader

In this week's edition of the AmiSights Podcast, I found myself as the LIVE case study when an unexpected branding exercise unfolded in this episode with our guest, Deb Gabor. Deb Gabor is the founder and CEO of Sol Marketing, a strategy-led marketing firm. Known as the “branding queen,” Deb and I talk about what companies should do, if anything at all, to respond to difficult topics such as the current crisis in Israel and Gaza.

“My hope is that we are going to help leaders navigate the thought process behind whether or not they should make a statement, and when,” she said. “And if they do decide that they're going to make a statement, how to construct that in a way that serves them, other people, the community, their employees, and people at large serves in the right way.”

Here are a few things to consider when deciding whether or not to take a stand on a sensitive issue:

  • Do I have a dog in this hunt, and should I make a statement?

  • How do I actually construct that statement in a way that doesn't put me in that awkward position of damned if you do, damned if you don’t?

  • Should I use my company as a platform for precipitating a change I want to see in the world?

  • Who is my ideal archetypal customer?

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