Amid the unprecedented uncertainty at the hands of the COVID-19 pandemic, every business faces new challenges. And no matter the industry or sector, these issues are serious and daunting to everyone responsible for bottom lines, workforces, and ongoing, organizational well-being.

But to one US company, this challenge must feel particularly personal. The nearly four decade old, Tempe-based audio-visual connectivity company Covid is now dealing with a business challenge that was entirely unforeseen when the quarter started …

About now, they must hear the travails of Corona beer and think, “you’re adorable.”

I’m sending them, and everyone else responsible for stoking the mighty engine of our economy, my best wishes for business success over the long term.

And personal health and safety in the short term.