Leadership in a Time of Crisis

Leadership Time of Crisis in a

“Mentorship is absolutely critical, especially in this time of coronavirus. It goes back to the idea of never stopping learning.” The Crisis

IFA Chair and FASTSIGNS® CEO Catherine Monson has taken her leadership roles to a new level during the COVID-19 pandemic which has impacted every business across every industry. From webinars to videos and from early preparation to constant communication and support she has not, for one moment stopped trying to protect her people. She continually supports her franchisees and ensure the franchising community will weather the storm and come out strong and intact.

“We have had to address issues from both a practical standpoint and an emotional one,” Mon

by Elizabeth Denham

son said. “And the principles of success that I speak about are even more critical right now, especially the one about never stopping learning. While I always knew we would face another recession, I didn’t know it would be due to a worldwide health crisis. The COVID-19 pandemic is unprecedented, so we have had to continue learning and adjusting and pushing forward.”

Monson often speaks about what she believes are the Five Common Characteristics of Highly Successful People. Those characteristics are:

1. Positive Mental Attitude 2. Goal-Directed Behavior 3. Self Motivation 4. A Sense of Urgency 5. Never Stopping Learning

Emotional Support

When the pandemic began, Monson had a conference call with 500 franchisees to discuss the issues and offer reassurance. Her usual “Connect with Catherine” conference calls with her franchisees took place every eight weeks and have now become weekly calls. She began creating weekly videos for her franchisees to build their skills in focusing on what they can control, perseverance and resilience; she shared those with the IFA, which posted them on their coronavirus site for membership. IFA members responded positively and at the request of the IFA senior team, she has made and distributed videos specifically for the IFA membership discussing courage, self-talk and keeping a positive mental attitude, to name

Scared is what I’m feeling. Brave is what I’m doing. “

a few. She has shared her story of overcoming struggles, and she has encouraged bravery.

“Scared is what I’m feeling. Brave is what I’m doing,” she said in one video as she continually encourages leaders to rise to the challenge. She guides organizations to use the power of courage and positive thinking to push out fearful and negative thoughts and meet each day anew.

Practical Support

As FASTSIGNS® CEO, Monson has analyzed operations, supply chain and the reality of remote working and social distancing. She has provided guidance and instruction to her franchise network on how to pivot and produce COVID-oriented signage and other products19-. She has provided guidelines for using remote platforms, offered best practices for working from home and helped with navigating a recession.

“A year-and-a-half ago, I had the team begin working on a document called, ‘How to Weather the Next Recession,’” she said. “It was 95 percent done last summer. Seventy-five percent of it applies to all businesses and the other 25 percent to the signage industry. We pulled it out, polished it and renamed it, ‘How to Weather the Next Economic Storm or Time of Uncertainty.’ We sent it out several weeks ago. It includes specific and detailed action steps to build sales, reduce expenses and improve cash flow.”

FASTSIGNS® created a special website solely to support franchisees during this pandemic called the “Prepared” site. It includes a deep collection of information on operations, technology, supply chain, real estate support, sales support and COVID-19-specific marketing materials. Franchisees send in photos of the signs and products they are selling and share success stories, all of which are posted to the “Prepared” site, inspiring and motivating fellow franchisees. The site also includes educational information about social distancing and provides artwork for the stores to sell to customers about social distancing, new business practices, etc.

FASTSIGNS® has also begun offering sneeze guards and safety barriers to protect employees of essential businesses, face guards for essential workers and even intubation shields to keep medical workers safe. gressional Leadership, the White House and with Steve Mnuchin on legislation to help save small businesses; the IFA was instrumental in getting many franchise businesses protection in the CARES Act. The IFA is providing daily webinars— often two to three a day— for everyone on the IFA member list. The webinars are designed for franchisees and franchisors and provide ideas and advice on how to navigate this crisis. The IFA has brought in franchisors, suppliers and franchisees to offer advice and provide tools.

“Our goal is to provide value to every IFA member,” Monson said. “We want them to know we are here for them during this crisis and beyond. And together, we will get through it and come out even stronger.”