“Don’t let a good crisis go to waste” is today applied to economic or diplomatic crises that can be exploited to advance political agendas. However, the original quote as found in the Yale Book of Modern Proverbs, can be traced back to 1976 (sorry, Churchill did not say it first), when M. F. Weiner wrote an article in the journal Medical Economics entitled “Don’t Waste a Crisis — Your Patient’s or Your Own.” Weiner meant that a medical crisis can be used to improve aspects of mental health, daily habits or lifestyle – for both parties.
This is the proper context for this post. How can the current COVID-19 crisis be used to improve the interactions and business results for both B2B Buyers and Sellers? Studying this “deceptive dance” from both sides for over 20 years in my consulting practice, I have often been frustrated by how much time, effort, and potential value is routinely squandered by both sides – resulting in very poor deals for one or both parties. Why does it have to be this way?