In times of crisis in business, the military, government those for whom you have responsibility will look to you for reassurance and guidance. It is part of the job. It is one of the most important parts of the job. You, amigo, are the reassurer.

Here is the big thing: Your people will only remember 5% of what you tell them, but they will remember 95% of how you told them and how it made them feel.

This is the part of the job that is called being the Reassurer-in-Chief.

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