Every day the news features stories about how businesses are adapting to the COVID-19 crisis. Whether it’s small companies developing new revenue streams to stay afloat, or larger ones reorienting operations to provide critical support, one thing is clear: Businesses are pivoting quickly.

But there can be missteps too. COVID-19 related promotions fill my social feed and inbox. Buy a comfy work-from-home bra! Puzzles (that are sold out) to help entertain the family!

Bonin Bough is a digital marketing guru, startup investor, and author of “Txt Me: Your Phone Has Changed Your Life. Let’s Talk about It.” His latest venture, OpenMessage, creates dynamic, branded text messages to drive customer loyalty. The company was selected by SAP.iO Foundry (a global startup accelerator) to participate in its new cohort of customer experience and retail companies.

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