Previously, I detailed how to set up a production troubleshooting and remediation process. It’s proven that preparation and practice improves performance. But it’s not possible to prepare and practice for every conceivable emergency. What do you do if you’re facing an urgent, business crisis that you’re unprepared for?
Last week, I was a passenger in a ferry accident (NBC4 video). Thankfully, no one was injured although the ferry, Cyclone Shark, will need some repairs.
A ferry accident isn’t a business crisis, there are some parallels. These include:
Sudden
Unforeseen, with little or no warning
Compounding factors, that alone wouldn’t be an issue, exacerbating the situation
Damages
Involves multiple individuals or stakeholders
Emotions
The ferry accident fit all those categories. Here’s what happened.
Living in NYC, there are public ferries operated by Hornblowers Cruises. I was riding on the Yellow line, going from Wall Street - Pier 11 towards Bay Ridge.
My wife and I were running late, but grateful the ferry was delayed from it’s scheduled departure of 8:06 PM. As we ran on board, we considered ourselves lucky because the next ferry was scheduled for 8:54 PM.
Our first stop was Atlantic Avenue - Brooklyn Bridge Park Pier 6.
Like many ferry rides I’ve taken, I paid no attention during docking. The first moment I noticed something amiss was hearing and feeling the ferry’s engine SUDDENLY rev, with the ferry slowing rapidly, then reversing.
Initially, I wasn’t concerned about reversing, even though it grabbed my attention. Having taken a few sailing classes, I know docking takes a bit of finesse. You have to take into account the condition of the boat, waves, wind, angel of entry, etc. A good rule is to back out, reposition the boat, and try again if things aren’t going well on your first attempt.
Seconds later, as the ferry was still reversing and WITHOUT WARNING, it struck. CRASH! I exchanged glances with several passengers. Someone asked, “Has this ever happened before?” to which another passenger responded, “I ride this ferry all the time and this has never happened before!”
I believe the ferry’s port side hit the seawall (highlighted in orange).
Now, things rapidly went from bad to worse as OTHER FACTORS EXASPERATES THE SITUATION.
First, there was another boat, a barge, tied up.
Second, the waves and wind were pushing North, against the starboard side.
Finally, I believe the initial collision with the seawall caused the ferry to pivot.
Thus, this second crash was significantly more audible, with visible DAMAGE to the port side windows.
With about 20 passengers and two crew members (MULTIPLE INDIVIDUALS), fear and panic set in as passengers screamed (EMOTIONS).
Hopefully, you’re unlikely to experience a ferry accident. But as PMs, this type of sudden, little or no warning, compounding factors, damages, multiple people involved, and emotional crisis happens all to frequently. Whether it’s departure of a key person, lack of money, layoffs, lawsuits, regulatory audit, production failure, or death of a person in the office, I’ve experienced it all. Thus, when a crisis strikes at work, it’s knowing how to respond.
How PMs can help manage business crisis
I’ll cover four specific areas. While I’m presenting the information below logically, in what appears as sequentially, understand that it’s never sequential. You’ll be using all of the techniques continuously.
Acknowledge emotions
What we don’t know frightens us. Unlike situations where you have prepared and practiced, our emotions kick in when it’s sudden and unforeseen. Fear is an evolutionary trait, but fear can be paralyzing. While the first step is acknowledging fear and the different kinds of fear (failure, embarrassment, rejection), here are three tactical steps to overcome fear.
Distraction
During the accident, my wife was consoling another female passenger. Afterwards, as we relived the accident, my wife said the act of consoling another person was a welcome distraction that took her mind from her fears.
In business accidents or crises, after you’ve acknowledged your fears, look for tasks or actions that might be distractions, to shift the mind. Sometimes, it can be simple actions such as continuing to do a repetitive task or helping out a coworker who is also afraid.Three Deep Breaths
While fear is an emotional response that we can’t control, we can control our breathing. Deep breathing into the diaphragm is a technique proven to activate physiological changes to calm the nerves. So, when dealing with an urgent production issue that you are fearful of screwing up, take 3 - 5 deep breaths beforehand.Visualize something better
During the accident, my first thoughts after the initial collision with the barge was that the port side ceiling might collapse. But almost immediately, I realized this was unlikely. But once you have a thought in your head (think 🐘), it’s hard to remove. So I spent a few seconds thinking about coming home safely and walking into my apartment.
As PMs, when the going is tough in a business crisis moment, you can visualize for a moment, happier times. Perhaps it’s visualizing yourself receiving public praise and recognition or getting a much deserved promotion. Channeling those happier emotions can break your thoughts away from fear.
Identify people
Once you’re able to acknowledge and control your emotions, it’s time to identify all the people who are involved directly and indirectly in a business crisis.
In my ferry accident example, there are some obvious and less obvious people involved.
Crew + passengers
Emergency dispatch and response (NYPD, NYFD, dispatch)
Friends, family, and strangers
News organizations (NY1, NY4, ABC, gothamist)
Hornblowers Cruises and operations
Accident investigators
Ferry repair and servicing
In your crisis, spend a few minutes to identify the people who are involved. Don’t stop just with the people who are working with you directly. Think about the secondary and indirect individuals who are impacted.
By identifying the different people, you can now assign roles and responsibilities, to help you understand what part of the crisis they can or can’t help.
Assess situation
For some people, emotions will trigger fight or flight responses. But in a business crisis, spending some time assessing the situation can provide additional options that your initial fight or flight response may have overlooked.
Immediate factors: This the information you have at hand. These may include the current tools, people, etc. given. For example, in the case of a business lawsuit, this might just be the plaintiff’s complaint and a few people involved. Here, you’re gathering just information that’s readily available.
Additional factors: Next, consider opening or creating options that weren’t possible before. This might be a brainstorming session to think outside the box. For example, we once had to shutdown service. Rather than spend the engineering effort to migrate the few users, we explored buyouts or compensations to customers to ask them to voluntarily leave.
Afterwards (planning): Last, think about what happens when the crisis is over. In a business crisis, while we’re correctly focusing all our energy on the issue at hand, sometimes we forget to consider what’s next. In the immediate aftermath of the ferry accident, my wife and I discussed her sudden small phobia now with using the ferry, even though logically, she knows the likelihood of another accident is small. So, we talked and came up with a plan for her to ride the ferry again, a way to conquer her fears. In a business crisis, it’s good to hold a retrospective by including individuals who were both directly and indirectly involved.
Act
Last, but not least, is the importance of action. In business crisis situations, I’ve found that action, even if the outcome is wrong in hindsight, trumps inaction. This is because inaction will only prolong the damage caused by the crisis.
For some people, action comes naturally. For others, who might get stuck into analysis paralysis or fear, I would encourage you to simply do the first thing that comes to mind. For example, if there’s a production issue and the first thing that comes to mind is ask for help, then do that. Pick a person that comes to mind, find a way to contact that person and ask for help. Don’t let the fear of rejection or embarrassment stop you as you start your action.
I’d especially like to thank this NYC ferry crew member for helping with life vests and safely handling the accident.
Additional Reading: