“When the stakes are high, focus on the why.” 

It’s a line from my Future of Leadership Keynote. If you are contemplating big changes like reducing hours, WFH arrangements, or benefits changes for your people in response to COVID-19, then prepare to spend more time talking about the why.

Hint: The why is not simply, “because coronavirus.”

The why in this case should reference a larger plan, the assumptions that go into that plan, what options have already been thought of, and a path forward among other things.

Expect frustration. Expect fear. Heightened emotions tend to be focused into a laser beam of attention. People will be listening closely to what you say and how you say it. They will be looking for any mismatch between words and actions. You don’t have to be perfect but you do have to be willing to spend more time talking about the why.

When the stakes are high (and they are!), focus on the why.