In Crisis: What to Prioritise Over Focus and Productivity

Alex Turner
7 min readApr 14, 2020

— When neither work harder nor work smarter will cut it.

Photo by Jordan Whitfield on Unsplash


This is the message that I am being bombarded with at the moment. From businesses that are pivoting to make shiny new objects that they never went into business to make (and making a healthy profit), to coaches who can help you pivot your business and make more dollah that you can possibly imagine — the message is clear.

You Need To Pivot.

You Need To Work.

You Need To Contribute.

Adapt or Die.

Don’t get me wrong — it’s ace that BrewDog are making hand sanitiser, and Rolls Royce are making ventilators. Though it does raise a tiny question in mind about what the world would be like if we weren’t so attached to luxury items and exotic travel and exploitation, and if our economy wasn’t based on greed and growth and the God profit….

But, I digress.

My main point is that this need to keep going, or pivot to keep going is a bit of a farce. It reeks of profiteering and capitalism.

Again, can you tell I don’t like that scent?



Alex Turner

Founder, feminist, entrepreneur, coffee + self care