Never let a good crisis go to waste: Viktor Frankl’s lessons

Viktor Frankl quote “Everything can be taken from a man but one thing: the last of the human freedoms—to choose one’s attitude in any given set of circumstances, to choose one’s own way.”
A couple of years ago, I joined a team facilitating an executive development session at a US company. During that meeting, a defense contractor executive shared an anecdote of a big crisis they had faced, and he said “Never let a good crisis go to waste”. That phrase stuck with me and during the last week I’ve been thinking about the current SARS-CoV-2 coronavirus crisis. The crisis is here, government officials, scientists, healthcare workers and many others are actively working to slow it down. The rest of us have been impacted in more than one way. There is now no scenario in which what is happening is not a crisis. Hence I have been pondering, how do we prevent this crisis from going to waste? In other words, what can we do to at least get some form of benefit to go with the hardships that are here, and that will inevitably come in the upcoming weeks and months. The answers to such a question are wide ranging – from a macro level of learning how to better prepare for this type of events in the future, all the way down to a very intimate level, like how do we cope in these critical times. I hope that this article can spark actionable ideas of how to get something of value in the midst of the inevitable.
I would like to share something that is more philosophical in nature. For some this might mean it’s only theoretical (and thus with little to no value in real life), but in reality it’s the cornerstone, or least a foundational piece, to equip ourselves to respond to this crisis. Let me start with an anecdote.
When I was 17 years old I was going through a rough patch of my life. A teacher at the time recommended that I read Viktor Frankl’s “Man’s Search For Meaning”. I found it very valuable at the time, yet I was (and still am) far from fully comprehending the depths of the lessons there. Fast forward to 2020 and we are in the middle of a global pandemic. As bad as things are as of April 1st, we are still in a moment in which we find people at very different places of understanding the situation. There’s a range that goes from completely ignoring the gravity of the situation (i.e. spring breakers in the US, or visitors enjoying the cherry trees blossom in Japan) to losing a loved one – and in some cases not even being able to give them a proper funeral, and everything in between. It does seem to me that as days progress more and more people are moving in this range towards the realization that we are in the midst of an unfolding catastrophe. As more and more cities enforce lockdowns to varying degrees (i.e. self-shelter or even curfews enforced by police or military personnel), we start seeing the control measures take their toll on society: work places closed, people losing jobs, kids home from school, overwhelmed healthcare workers risking their lives without enough supplies, you name it – and it is bad.
In the midst of this chaos, I have found it helpful to remember one of Viktor Frankl’s most famous quotes: “The last of the human freedoms: to choose one’s attitude in any given set of circumstances, to choose one’s own way.” This might be easy to dismiss if it was coming from a Psychiatrist sitting in a posh office somewhere, just coming up with a nice phrase. However, in case you are not familiar with his story, Frankl had this and many other insights as a result of his observations when interned in a Nazi concentration camp during World War II. His accounts of the experiences in this space are harrowing to say the least – yet suffice it to say that they are of a much graver nature than what the vast majority of us are experiencing during this crisis. So, wherever we find ourselves in the stress-spectrum, whether it’s in one end of being oblivious to it (or being in denial), or in the end of downright grief as tragedy has already struck us, we all keep the last of our human freedoms – choosing our attitude in our given set of circumstances. Such a deceivingly simple phrase merits being looked at in more depth – much more than what I would dare to attempt to cover. However, there are a couple of ideas I would like to put forward to take one step ahead in looking at the choice we can make with this last of our human freedoms:
-This is an internal choice, in which we are choosing how we respond to our circumstances. It allows us to at least being able to choose that attitude when we are in a situation in which we can’t choose most (or any) of our circumstances – whether you are locked up working from home during the epidemic, feeling stressed, taking your last breaths on a respirator – or in a concentration camp in WWII.
-This choice has to be renewed, as Frankl says, every day, every hour. Talking with colleagues, friends and family something I consistently hear is “I can’t believe it’s been only x weeks, it feels like months”. The toll of going about every day with the hardships we are facing is not a minor thing. Thus, we have to renew our choice every day, every hour: what is my attitude in light of these circumstances going to be? And to emphasize the point, circumstances do matter, they have a tremendous impact in us, but they do not inevitably condemn us to being and feeling in a certain way. According to Frankl’s work, even in the concentration camps, in which everyone was equally subjected to some of the worst horrors we’ve seen in history, there were differences in the attitude choices that some made. As Frankl says,  “It is not freedom from conditions, but it is freedom to take a stand toward the conditions.” 
Paying attention to this last of our human freedoms might seem inconsequential when compared to the scale of questions leaders, scientists and many others are working on answering: can we find a cure? If so, can we do it before the scale of this pandemic increases? Before the economy collapses? For the rest of us, most of these decisions are out of our reach. Our questions might be how do I pay rent? How do I keep food on the table and a roof on our heads? How do I manage the stress of …? In either case, having the weight of the world on our shoulders, or the weight of our families, or just of our own emotions, let’s focus on what we can control, or at least get a grip on: our attitude is a great place to start. If we all take care of this, we will at least collectively be in a much better mental and emotional space to make better choices, execute them and live with the consequences to come for the weeks and months ahead.
 

 
 

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Transformación Digital y Adopción de IA

No se trata solo de adoptar tecnología — se trata de que las personas la adopten.

La mayoría de las transformaciones digitales fracasan. Las empresas invierten millones en nuevas herramientas y procesos, pero la adopción se estanca. ¿La razón? Se enfocan en la tecnología y la estrategia, mientras ignoran cómo piensan, sienten y colaboran las personas.

Nosotros comenzamos por el lado humano. Los líderes y equipos enfrentan los miedos, hábitos y dinámicas culturales que impiden la adopción. Construyen nuevas mentalidades, comportamientos y prácticas que hacen que el cambio perdure.

El resultado: Las personas adoptan nuevas herramientas. Nuevos procesos. Nuevos sistemas. Y el impacto empresarial llega de forma natural.

Una clase magistral para líderes que guían la transformación digital y de IA.

Se centra en el cambio de mentalidad necesario para liderar el cambio.

Al combinar el potencial humano con la innovación, ayuda a los líderes a construir culturas adaptativas y preparadas para el futuro.

Los gerentes y líderes de equipo deben replantear su rol en la era de la IA. Ya no se trata de controlar tareas — se trata de facilitar resultados, moldear mentalidades y crear las condiciones para que los equipos y la tecnología prosperen juntos.

Esta clase magistral ayuda a los líderes a:

  • Cambiar su mentalidad de “dueño de tareas” a “facilitador de resultados”.
  • Guiar a los equipos en la adopción de IA mediante la creación de nuevas normas y hábitos.
  • Equilibrar el uso ético de la IA con una delegación inteligente del trabajo.

El potencial de la IA no puede realizarse sin un liderazgo capaz de hacerlo realidad. Este programa está diseñado para líderes de nivel C que necesitan:

  • Desarrollar una mentalidad digital que conecte la estrategia de IA con los resultados del negocio.
  • Comprender que la cultura de trabajo y el liderazgo —no solo las herramientas— son lo que hace que la transformación perdure.
  • Liderar con claridad, equilibrando la velocidad de adopción con la ética y el valor a largo plazo.

¿Qué incluye?

– Autoevaluación: Ofrece una línea base sobre tu estilo de liderazgo y potencial de crecimiento.

– Día 1: Convertirse en un Líder Digital Consciente

– Día 2: Transformar la Cultura y la Estrategia a través de la IA

La mayoría de los empleados de primera línea deben trabajar con IA antes de sentirse realmente seguros. Este programa cierra esa brecha al dotar a los equipos de conocimientos fundamentales y habilidades prácticas para utilizar la IA en sus funciones diarias, manteniéndose siempre alineados con los valores y la toma de decisiones consciente.

¿Qué incluye?

Módulo 1: Comprender la IA en tu entorno laboral

Módulo 2: Adoptar el Liderazgo Digital Consciente

Módulo 3: Primeros pasos con herramientas de IA

Módulo 4: Integrar la IA en la práctica diaria

Formato: Módulos autoguiados + 2 sesiones virtuales facilitadas (1.5 h cada una)

Cuando las organizaciones adoptan la IA, la cultura de trabajo es el factor decisivo. Este programa ofrece a los líderes un cambio de perspectiva fundamental: prepara tu cultura de trabajo para la IA, y la adopción llegará como consecuencia.

¿Qué incluye?

– Autoevaluación: Proporciona una línea base sobre tu estilo de liderazgo y potencial de crecimiento.

– Sesiones en vivo: 7 sesiones (3 horas cada una)

– Autoguiado: 3 módulos (2 horas cada uno, opcional)

– Extras: networking, intercambio entre pares y ejercicios prácticos

Diseñado en colaboración con Duke Corporate Education para combinar rigor académico con conocimientos aplicables.

Más información.

Digital Transformation & AI Adoption

It’s not just about tech adoption – it’s about human adoption of tech

Most digital transformations fail. Companies pour millions into new tools and processes, but adoption stalls. The reason: they focus on technology and strategy while ignoring how people think, feel, and collaborate.

We start with the human side. Leaders and teams confront the fears, habits, and cultural dynamics that prevent adoption. They build new mindsets, behaviors, and practices that make change stick.

The result: People embrace new tools. New processes. New systems. And the business impact follows naturally.

A masterclass for leaders guiding digital and AI transformation.

It focuses on the shift in mindset required to lead change.

Blending human potential with innovation, it helps leaders build cultures that are adaptive and future-ready.

Managers and team leaders need to rethink their role in the age of AI. It’s no longer about controlling tasks — it’s about enabling outcomes, shaping mindsets, and creating the conditions where teams and technology can thrive together.

This masterclass helps leaders:

  • Shift their mindset from “owner of tasks” to “enabler of results.”
  • Lead teams through AI adoption by shaping new norms and habits.
  • Balance ethical use of AI with smart delegation of work.

AI potential cannot be fulfilled without leadership that knows how to make it real. This program is designed for C-level leaders who need to:

  • Develop a digital mindset that connects AI strategy with business outcomes.
  • Understand how work culture and leadership, not tools alone, make transformation stick.
  • Lead with clarity, balancing speed of adoption with ethics and long-term value.

What’s included:

– Self-Assessment: Offers a baseline for your leadership style and growth potential.

– Day 1: Becoming a Conscious Digital Leader

– Day 2: Transforming Culture & Strategy Through AI

Most frontline employees are required to work with AI before they feel truly confident. This program closes that gap by equipping teams with the foundational knowledge and practical skills to use AI in their daily roles—while staying anchored in values and conscious decision-making.

What’s included:

Module 1: Understanding AI in Your Workplace

Module 2: Embracing Conscious Digital Leadership

Module 3: Getting Started with AI Tools

Module 4: Embedding AI in Daily Practice

Format: Self-led modules + 2 facilitated virtual sessions (1.5h each)

When organizations adopt AI, work culture is the make-or-break factor. This program gives leaders a crucial shift in perspective: prepare your work culture to AI, and adoption will follow.

What’s included:

– Self-Assessment: Offers a baseline for your leadership style and growth potential.

– Live sessions: 7 sessions (3h each)

– Self-led: 3 modules  (2h each, optional)

– Extra: networking, peer exchange, and practical exercises

Co-designed with Duke Corporate Education to merge academic rigor with actionable know-how.

Learn more.