 In these turbulent times there's five principles that women business owners need to keep in mind so their businesses can continue to grow and thrive. A lot of times people think that a business starts with an idea when in reality what's really going to build the foundation of your business is your purpose. Your purpose is what's going to give you the strength to survive and help you to grow and scale. Pivoting is really important right now so you can keep your business going and women as business owners tend to be more flexible and more adaptable. The important part is that you're diversifying your client base, diversifying your product and service offerings and also just kind of keeping your mindset flexible. When it comes to personalization is a natural ability to think about what other people want first. Everyone's in an uncertain place and where they are might be changing every week or so. Not only where they are physically but where they are mentally, where they are financially and so reaching out with a personal touch is really helpful. One of the myths about partnerships is that you all have to do everything 50-50. In fact one of the best things about partnerships is that you can find someone who does stuff that you don't like to do and have them do that. And then you can really focus on where your strengths lie. Partnerships are one way that you can think about when you're thinking about not just growing your business but scaling it. Certainly not a time to send mass emails to not acknowledge what's going on. But if you have a solution out there that can help people it's your responsibility to let them know about it. Promoting yourself can also take the form of promoting another woman-owned business that is doing great work in the space. All of that is getting the word out there about what your values are going back to your purpose and that's important. That's going to make people want to do business with you. So one of the things that women tend to overlook as one of their greatest strengths is their ability to empathize. More than ever when we're in this time of crisis and uncertainty that's a great skill that women can utilize. So even if it's just reaching out to say, hey, how are you? And coming from that authentic place of connection and empathy is really women's superpower right now.