The years $2020-24$ have been tough for businesses, companies, and brands.The global economic downturn from COVID and the recent consequences of the Ukraine war are making everyone nervous. Many strategic decisions were made in a hurry, under pressure, and with overwhelming uncertainty.Being scared isn't a good way to make choices. It's still surprising to me that many organizations don't have plans for crises, which could help avoid quick and impulsive decisions. When there's a crisis in the market, companies need to act fast. But their decisions must be ALWAYS faithful, coherent and consistent with the objectives and values of the company and its brands.During this course, I'll talk a lot about how it's super important for all organizations to have a clear and strong mission, vision, and values. No matter what goes down, the golden rule is to stay true and consistent with these principles. ALWAYS.Satya Nadella, the CEO of Microsoft, once said in an email to employees, $"$It is in times of great disruption and uncertainty that our ability to stay grounded in our sense of purpose and identity is of the utmost importance."Now, I want to hear from you all.Do you agree with the CEO's statement? Why?.Or maybe you think, "Okay, I get it$,$ I should stick to my brand identity, but when things are really bad, the main goal should be to hit those sales targets, no matter what." What are your thoughts on that?

Answer in $5$ Lines $"$ brief and quality"