A Pandemic Story of Disruption and Adaptation

One of my favorite real-world stories of disruption happened during the pandemic. My sister-in-law owned a hair salon—her very first time running a small business. She had been a hair stylist for years, and she and her husband had recently taken the big step of buying into the salon, eventually purchasing it outright.

It was an exciting moment for them… until COVID-19 hit.

When the Doors Slammed Shut

The timing could not have been worse. Shortly after they got things up and running, the pandemic shut everything down. Hair stylists were not allowed to work. The salon was closed.

There she was—responsible for paying rent on the salon, covering payroll for about five stylists, and unable to bring in a single paying customer. No revenue. No foot traffic. No clear end in sight.

One night over a glass of wine, we started talking about what she could possibly do to keep the business alive. I offered to help—even though I know next to nothing about hair salons. (Let’s be honest: I’m balding and a terrible candidate for anything hair-related.)

What I do know is how to facilitate innovation. And that’s exactly what we needed.

A Brainstorming Session in a Locked-Down Salon

We gathered the stylists in the salon—masks on, chairs spaced out—and started a brainstorming session. I brought a set of brainstorming prompt cards, stacks of sticky notes, and a big dose of encouragement.

The process was simple:

1. Review prompts one at a time.

2. Write down ideas on sticky notes.

3. Put them on the wall.

4. Compare, combine, and remix until patterns emerged.

We spent about four hours in creative flow—laughing, debating, and tossing out wild suggestions. What came out of it surprised even me.

Innovation Idea #1: Roots by Mail

The first breakthrough was around their core clientele—mature women who relied on regular coloring to keep the grays away. With salons closed, these women were stuck at home, watching their roots grow in.

The stylists realized they already had each customer’s personalized color formula on file. Why not package that color in a kit—complete with instructions—and ship it directly to the client’s door?

This “roots-by-mail” idea meant loyal customers could keep up their hair color without leaving home, while the salon maintained a revenue stream during lockdown.

Innovation Idea #2: Staying Connected as a Community

The second insight wasn’t about money at all. Hair stylists, it turns out, are natural connectors. They thrive on conversation—not just with clients, but with each other.

They started brainstorming ways to keep that sense of connection alive:

• Virtual networking meetups

• Private online forums

• Zoom coffee chats

• Social media groups for mutual support

For them, surviving the pandemic wasn’t just about finances—it was about maintaining their community. That realization floored me.

A Simple Process, a Big Impact

From a consulting perspective, it was a light lift: sticky notes, a wall, and basic facilitation. But the energy in the room was electric. People left feeling hopeful, creative, and more in control of their future—even in the middle of a crisis.

It reminded me that sometimes the best solutions come from creating space for people to talk, dream, and connect. This was my first experience helping someone navigate a real-time disruption. It was simple, human, and incredibly powerful.