• Larry Felts

The New Normal - Weathering the COVID-19 Storm

Updated: May 20

The topic of many publications and conversations these days is the “new normal.” In this period of social isolation, it has become hard to remember what the old normal was. Decades from now it will likely enter into the same league as “the good old days,” enshrined in all its goodness, and the daily struggles forgotten.

How will we adapt to the new normal? How will our customers’ expectations change? What will our team look like? How has technology altered our historical processes, products, or service needs? So may relevant questions, issues to address, questions to ponder, worries to worry. So, what do we do?

If the answer was “Blowing in the Wind,” Nashville would have it in this stormy season; however, the answer is right where you would expect to find it - where it always is. It resides at the end of countless hours of thoughtful deliberations, conversations and strategic thinking sessions, sorted through with every business relationship you can assemble. The answer involves the usual suspects: great people, extensive planning and focused problem solving your customers expect from you. Your products and services, your execution of precise game plans coupled with measurable goals, and relentless management of cash will not only get you through this, but also help you help your customers get through.

The new normal will soon look strangely familiar with the attributes of the old normal. Companies that managed successfully before the crisis, will be worthy of helping guide others out of the economic crisis and into stability. Take these precious quiet moments to gather your team and reassure them of their value and ability. Start the assessing and planning and understand the game could start at any moment.


We have always admired the work of Jim Collins and find that his message of "Embracing the Stockdale Paradox" very comforting during this time. We hope you do too.


We know many companies are reassessing their structure and how to get by with less. We can help take the back-office burden off your shoulders by offering custom solutions tailored to your needs. We offer HR and IT outsourcing, virtual CFO services, small business accounting, tax preparation and compliance, financial consulting, and more. Reach out today. Together we will get through this time and find equilibrium in the new normal.

Author Bio


Larry Felts has over 40 years of professional service and has learned that his greatest satisfaction is derived from being part of the successes of family, friends and colleagues and clients. This has fostered a focus on building relationships, not just a book of business.

Being part of a firm where the focus is on the clients' success, is a true blessing. For those that seek a firm and a seasoned professionals to help you achieve your visions, The KF Group is ready to serve.