During times of crisis (like, say, a global pandemic), some organizations (businesses, community groups, associations, etc.) will fold, while others will flourish. This has been true throughout history.

So what is it that separates the two? Luck? Timing? A smile from the Fates?

My research shows that, more than anything else, one single trait makes the difference. One asset — which is completely free and is available to anyone — separates the organizations that ...