(in Swiss German)

(unfortunately my video didn't record and the production quality is not ideal, but the content is worth it!)

Insights from the Interview:

1. How to communicate in times of crisis (Timestamp 20:15)

Silvan highlights four aspects that are crucial when communicating with employees, customers, partners and investors:

1. Speed - you gotta act quickly. Don't wait and hope nobody notices. Proactive and decisive action is paramount.
2. Transparency - put the fish on the table. Don't try to hide important and relevant details. It'll come out eventually, and they rather hear it from you than from somebody else.
3. Clarity - clearly lay out the facts, its implications and what you are going to do about it.
4. Linearity - make sure you communicate the same information to all affected parties. This might seem counter-intuitive, but it avoids misalignment and the spreading of rumors.

Insight: Silvan mentions a quality case they had a few years ago. By communicating fast, transparent, clear and linear, Silvan noticed, that he gained enormous trust with his customers and partners, by taking responsibility for the situation and being very clear on actions taken and the way forward. So despite the negative message he had to communicate to his customers and partners, the longterm net effect was positive.

2. Keep moving to hold your balance (Timestamp 28:04)

Silvan made one point clear: That now is not the time to sulk, succumb to paralysis or burying your head in the sand (okay he said it a bit nicer). Instead, he urges us all to keep moving in such fast-paced and uncertain times.

I urge people to keep moving! It's like riding a bicycle. Motion brings stability and keeps you in balance.

As a leader, this also sends the right signals to your employees and other important stakeholders. You are proactive, you are trying things out and you look forward. This evokes security to both your internal and external environment.

3. Empathy and Creativity will set you up for future success (Timestamp 29:00)

Because a major part of Leibacher Biber-Manufaktur's business relies on customer and employee presents and give-aways, a large chunk of date-specific orders got canceled because of the virus outbreak.

So it was time to get creative...

• They are approaching companies that planned general assemblies for their shareholders, but can't hold them now because of the corona virus. When they are calling to cancel the order Silvan offers them free packaging and delivery handling, so they can send their shareholders a little something sweet and let them know they are appreciated.
• Another company they are working with is sending each of their employees a Biber with the message "stay healthy". What a delightful gesture!
• The company decided to cut all delivery costs for their e-commerce store. (Which grew their online business substantially).
• And then you just need to see this for yourself 😍

Silvan makes an important point: Of course in the long-term its not financially viable to sell a product for 25.- and cover the customers' delivery fee of 9.-, but at the end of the day, if an employee can be put to work, the production line can be held afloat and they can put a smile on someone's face out there, it's the right thing to do in this environment. And if you add those factors up and multiply them, it can mean the difference between a business coming out stronger or a business withering away because of a crisis.

4. Smart reallocation of resources (Timestamp 33:40)

Like for many other companies out there right now, a significant part of operational activities are cut back and free capacity for employees to work on other parts of the business suddenly opens up. The question is how you allocate those resources in a way that sets you up for future success.

A few measures that Silvan took and describes in more detail in the interview:

• Expand and prioritize product development and R&D of new products
• Start producing content on new business and keywords that could be relevant in the future (e.g. wedding presents)
• Send around requests for Google Reviews to help boost search engine results in the long term. (They got 40 five star reviews in one day)

.....and so much more!

Silvan Leibacher co-founded the specialty food business Leibacher Biber-Manufaktur with his brother in 2011. Their flagship product is an organic honey-almond-filled ginger bread (a Swiss specialty called "Biber", hence the name) and they now employ over 30 people.

‍