Snow storms and federal government shutdowns introduced the concept of "essential workers" decades ago. COVID-19 not only brought it front and center; the pandemic completely redefined the term.

Consumers have choices on what, when, and how to buy. In 2020 and 2021 they have demonstrated considerable flexibility in those choices that surprised many. Those changing decisions have impacted virtually all manufacturers, either directly or indirectly.

Have you given thought not just to traditional competitive advantage, but what it means for your business to be truly essential?

In consulting, the primary competition is the potential client deciding to do nothing. The best of us have had to know how to become essential for years. Now it's your turn.

What alternatives do your customers have? Likely many more than you've considered previously. To become essential will require an unwavering focus on the needs -- the true needs -- of your market.