Uncertain times need uncertain decisions, and right now decisions are necessary

By Toni Kallio | 9 March 2020

I have no idea what’s awaiting me, or what will happen when this all ends.

― Albert Camus, The Plague

At Commerce 8, we tend to tell our clients that the big question is which decisions should be made and what kind of knowledge is needed to make those decisions. We are living the times when stakes are high, information is limited, and decisions are hard to make. Still, they must be made.

First of all, decisions must be made to secure our health. Maslow’s hierarchy of need is once more current topic in the Western world. After living so many years in safe and peace, physiological needs on the Maslow’s first ladder must be re-explored and guaranteed. Decisions that save lives and health should be prioritized, even though they would limit our freedom to self-actualization (the fifth ladder).

After the most important decisions are made, safety must be provided to citizens all over the globe. As known, for contemporaries, safety is closely connected to financial security. Therefore, those who can make decisions, need to think if they are able to help civilizations to avoid massive financial crises – in collective and individual point of view, and concerning themselves and people who are in their sphere of influence. Wheels must keep rolling to prevent financial catastrophes. Companies need to be creative and find ways to survive.

One of the solutions is to accelerate e-commerce operations. On Monday, Amazon released that they will hire 100 000 people to answer the increasing demand caused by the epidemic. The world is not stagnant after all. It’s truly empowering to see that many Nordic companies are making fast decisions and taking initiatives in order to go forward and utilize new channels e.g. Amazon to survive.

Right now the situation is terrible, unfortunate and serious. We have to stay strong and be brave to make decisions. As individuals, we need to care of our closest ones and strangers and make decisions which enable the third ladder of Maslow, love and belonging, to show up. We have to keep going and avoid stopping the press.


…this precisely was the most disheartening thing: that the habit of despair is worse than despair itself.

― Albert Camus, The Plague

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