Every Friday, Matt Hullander sends a short, informal video to his entire team, calling out successes, updating them on the highlights of the past week, and offering glimpses of what's coming next. On a Friday in late March, as the coronavirus crisis grew, that message had a new tone.
"In a situation like this, there's fight or flight, but there's also a third option: freeze," Hullander says. "I have a peer in Illinois who closed and laid everyone off, another one who closed for two weeks to see what would happen. I've seen freezing and flight, but my team know that's not what we're doing."
Instead, HullCo plans to fight through this crisis, Hullander says, closing its showroom to walk-in traffic, shifting to virtual presentations, and sending out crews to focus on outdoor home improvement work that allows them to work safely.