It’s fair to say, that for many of us, “the glass” was half empty in 2020.

It has been said that adversity builds character. I am not sure if that is true, but I do believe that it forces us to adapt and innovate. 2020 has been challenging, but we have also seen great success stories from companies rebounding, reinventing, and reinvigorating their brands and businesses.

Look no further than Zoom with more than 450% new customer growth. DoorDash tripled its revenue, and Peloton increased sales by 100%.

Yes, some of these business success stories were in categories that may have been buoyed by forces brought on by the pandemic. In almost all cases, however, these businesses adapted very quickly to position themselves to not only endure the pandemic but to grow their business during it.

We believe that 2021 will bring significant opportunities for businesses, small, medium, and large, to reposition themselves and better align their brands to an evolving consumer mindset. Those organizations that invest in that effort will be rewarded. How will you look at 2021?