It will be quite some time before we understand the full impact of the Covid-19 pandemic. But the history of such shocks tells us two things. First, even in severe economic downturns and recessions, some companies are able to gain advantage. Second, crises produce not just a plethora of temporary changes (mainly short-term shifts in demand) but also some lasting ones. All organizations must pay attention to which trends that has the potential to live long in order to understand how these changes can benefit them.

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