Skip to main content


COVID-19 Resources, Thought Leadership

With the volatility and uncertainty of the COVID-19 crisis, it is more critical than ever to hold tight to your business’s core values.

Well-documented, well-written core values are the foundation of your business. During normal times, you will hire and fire against them, practice them and make business decisions that are aligned with them. During times of crisis, they are your lifeline.

Core values will guide you through this crisis, so if you don’t have them or they are not reflective of your WHY, now is the time to figure out what they are. Articulate them in a fashion that your team understands so they can be LIVED every day by all members of your organization.

Here are our core values and what they mean to us during the COVID-19 crisis:

Be Present + Be Positive

Being present means being aware of what we are saying and what we are doing. In order to be present, we have to be physically, mentally and emotionally healthy. At Gerber, we continue to make our physical environment as healthy and safe as possible. We’re also encouraging our team to take care of their mental and emotional health. These are stressful, trying times and everyone reacts differently. We’ve asked our employees to communicate if they need a break or need help with anything. We are a team, we support each other and we work together to continue to deliver the high level of service our clients expect from us.

Being positive is crucial. We acknowledge it may take some extra effort and focus to remain positive with the contrasting negativity being broadcasted all over the news. Having a positive attitude will benefit not only ourselves, but also everyone around us.

Bold Pursuit of Excellence

We are a personal business. Our business is based on human interaction and face-to-face feedback. During this crisis, we are abiding by social distancing and stay at home orders. We are working hard to deliver excellence by using technology and remotely working team members to stay in touch with clients until we can meet in person again.

Healthy Sense of Urgency

Our sense of urgency is super high during this crisis. We have been attentive and present to respond to our clients’ needs as quickly as possible.

Live + Breathe Entrepreneurship

We are demonstrating and witnessing entrepreneurship now more than ever. It’s unchartered territory for all of us, and we’re inventing and addressing as we go. We’ve been nimble. We’ve been flexible. This environment is as “entrepreneurial” as it has ever been. 

None of us ever predicted or imagined we’d be in the situation we are in today. But we are here. It’s not what we want, it’s not what we like, but it is what it is. To grow your company with purpose during the COVID-19 crisis, I urge you to refer to your own core values. Solidify them or redefine them if you need to. We will get through this by living our core values, and we will be stronger on the other side of this because of them.

What are your core values and how are they helping you through the COVID-19 crisis? Share with us on Facebook and Instagram!