Solve Tomorrow's Problems Today

We can still build sustainable businesses. But it’ll require thinking far ahead—and acting now.

- JON TAFFER

When there’s a problem, entrepreneurs fix it. But it’s not enough to just solve today’s problems anymore. That’s reactive and short-sighted. We have a massive opportunity to thrive after this pandemic, but it’ll only happen if we spend today solving tomorrow’s problems. Look out into the future, and create the solutions that will resonate in the months and years to come.

You don’t need to be a fortune-teller to do this. I’ll give you an example.

Let’s say a guy named Joe has a favorite burger place. They make a great burger, and he can’t wait to eat there again. But when his local lockdown is finally lifted, that favorite burger place seems messy and disorganized. Meanwhile, there’s a second-best burger place down the street—and that place is spotless. So where will Joe eat? I bet he’ll pick the second-best burger.

What can we learn from that story? Here’s what I see:

1 The importance of trust.