Humanity has regularly been faced with challenges and shocks. Take stock market crashes or natural disasters for example, we are always caught by surprise. Even with planning and risk mitigation the impact and destruction is unavoidable. In addition to proper business continuity planning, how leaders respond to a crisis is at least as important. A recent article on company sustainability in crisis time, published in 2019 by the renowned scientific journal publisher MDPI, concludes that communication is key.