Beth Ferreira, a partner at FirstMark Capital, has lived and worked through the Dotcom crash of 2000, the 9/11 terror attacks, and the financial crisis of 2008. When the survival of your company — or entire market — is in question, she says strategies change, habits fall away, and goals are reassessed.
Ferreira has worked on both the investor and enterprise side of venture capital, and she explains that brands that are adaptive and proactive during a crisis can retrench and survive — or even thrive.
