AS BUSINESSES CONTEMPLATE the reopening of the economy, the only thing that seems certain is that a lot will be different. Many executives have expressed a desire to ‘do the right thing’. But what is the right thing? How do you plan without knowing even broad parameters on what will occur, such as when a vaccine will be available, and what the timetable looks like for the lifting of all restrictions?

In this article, we take on these questions and try to offer the best answers that we can, given what we know now. A critical facet of our approach is to use the United Nations' Sustainable Development Goals as a north star for where value can be created during and post COVID.

A Shared Priority

As the economy reopens, the first priority for every organization must be to preserve health and safety unambiguously and with full commitment of resources and capabilities. A wide range of interventions are required to make workspaces safe. Physical distancing floor markers, plexiglass dividers and hand sanitizing stations are now standard business needs. Companies must ensure that workers have appropriate PPE, while also adapting to deliver any services virtually so that face-to-face interaction with customers is as limited as possible until a vaccine is available. These and other immediate approaches to physical distancing are clearly imperative and will need to be thought through by every employer.

We must also go to the mat to produce products and services to stop COVID. Inspiring companies around the world have stepped up in recent months by converting activities and channeling resources on the COVID-critical agenda. Distilleries and breweries, including and , are producing hand sanitizer. , , , and a countless number of small and medium-sized clothing companies are making PPE for healthcare workers. , and are making ventilators. The plane travelled to China to transport N95 respirators to Massachusetts. Sports franchises around the