Successful brands and retailers are those that have resilience embedded in their core. Resilience is the ability to cope with permanently stressful or acute shock situations. These companies invest in people, systems and infrastructure and ensure they are connected through digital information and processes. They capture data about their customers and operations and use it to gain key insights for decision-making at all levels of the organization. They foster a culture of experimentation with the mindset that there is always room to learn, improve and grow. They put their customers at the center of everything they do and are always looking for ways to increase the value of that relationship and constantly test the meaning of what they do.