Foreword

BY HALA MODDELMOG

President and CEO, Metro Atlanta Chamber

Like any business leader, I have dealt with my fair share of crises throughout my career. I remember exactly where I was when I first heard about the 9/11 attacks and felt the same heaviness realizing the scope of the coronavirus pandemic. In both situations and so many others, I knew that my next steps as a leader were crucial. Because when uncertainty strikes our world, most of us look to our leaders—whether business, political, community, or spiritual—to help us uncover the why of our circumstances and to navigate our efforts to rebound.

Today, that role for leaders has gotten even more complex. The very nature of how we identify and describe a crisis has evolved. With the predominance of social media and the 24/7 news cycle, what once might have been quickly contained or handled internally can become a global concern in a matter of seconds. Everyday citizens are more outspoken about issues they feel passionately about and use every platform available to rally support or influence changemakers.

People, including employees, are also keener to hold their leaders accountable, especially during a crisis. I follow workforce trends, including how the next generation views their employers. Many millennial and Gen Z workers won’t even consider working for a company they feel lacks a social responsibility focus or is not in some way striving to impact the world beyond their bottom line.

The lesson here is that we cannot check our humanity at the door, no matter how dire or all-consuming the circumstances may be. And while we’re working to get to the other side of the crisis, we should be process-focused, not only outcome-focused, all while staying poised under pressure. I know that sounds like a tall order. So, how exactly is all that done?

Enter The Crisis Turnaround . Drawing on his experience leading a company focused on innovation as well as on creating resources and opportunities for businesses to do good in their communities, Jeff has taken some time-honored truths and given us a fresh way of interpreting how we can use them for positive impact in today’s volatile environment. Captured with creativity and brimming with authenticity, this thoughtful narrative delivers lessons that any leader can relate to and learn from in their day-to-day work to lead high-performing teams when—not if—a crisis strikes.