Asking for help doesn’t come naturally to many business leaders. “Will it show weakness? Will it look like I’m not up to the job?” the voice inside their head may say.

Even if a CEO does acknowledge that an outside viewpoint might help, how do they find the right person to provide it?

While larger companies have boards to provide support, CEOs and founders of smaller businesses may lack a board or indeed any other support structure or network. This is where community becomes so important.

When Covid-19 struck, I was immediately involved in emergency meetings and scenario planning with the various organisations where I sit on the board or am employed as an adviser. However, I was really concerned about the smaller brands in my network.

Many were run by younger people with plenty of energy, initiative and fabulous ideas, but little or no experience of a challenge comparable to Covid.