Business plans that were made 3 or 4 months ago may come off as dissonant today. With today’s financial and economic crisis, it is critical for businesses to think about their audience and what they’re going through. Understanding their client’s needs and how these needs have shifted in the last few months is key to pivoting your business. In this episode, we delve into marketing as a holistic approach and re-aligning your business through authentic connection, understanding, and empathizing with your audience.  Businesses can set themselves apart and thrive in today’s crisis through a holistic marketing approach by understanding that every little task is part of a bigger strategy and that everything is connected. As an entrepreneur, collaboration, not competition is key. WHAT YOU’LL DISCOVER IN THIS EPISODE: Marketing is a holistic approach (1:46) Doing the deeper work with your ideal client avatar (2:45) Trial and error (3:02) The biggest opportunity for businesses right now (3:33) Connection, understanding, and empathy (4:52) Connecting with your audience on a deeper level (5:17) Human connection cannot be automated (5:30) Reaching out to your audience (5:55) The Law of Reciprocity (6:30) Pivoting from your audience’s perspective (6:45) Copy-catting (6:57) Being visible as a leader (7:46) Authentic leadership (8:25) Empathy with small business owners (9:18) The importance of a support network (14:55) Out of adversity comes opportunity (17:50) Collaboration over competition (18:36) Using the online space for your business (19:16) Monetizing your skills (20:09) Where should people focus when building a knowledge-based business? (21:44) Low-leverage pivoting (23:27) Getting your message out clearly (24:46) Online program creation (30:39) The massive influx of e-learning (32:31) Finding your community (34:26) Being emotionally invested in your client’s outcome (35:27) Join the discussion thread for this episode over at The Thought Leaders Business Lab Community Facebook Group. For full show notes and links visit:  https://samanthariley.global/podcast/205-out-of-adversity-comes-opportunity-with-jonathan-callinan