Confronting the pandemic, most leaders are operating in a reactive posture, forced to make tough financial and operational choices in response to urgent needs. Instead, we believe today’s climate opens the door for businesses to transform forward in unprecedented ways. This transformation begins with the workforce. Intentionally designing for the role of the employee advances immediate efficiency imperatives, while powering reimagined customer experiences for differentiation that lasts beyond the confines of the crisis. Although bleak, the current situation presents a pivotal point of inflection to reimagine existing paradigms of alignment, ways of working, and culture for sustained differentiation. If not now, never.