Being resilient is critical during a crisis and a defining characteristic of entrepreneurs, according to a column in Forbes magazine.
In 2015, Jessie Gould launched Ox Verte, a meal delivery company that, by February 2020, served thousands of offices in Manhattan and Brooklyn. It is a mission-based business, a certified B Corporation, which means it balances purpose and profit. Legally it is required to consider the impact of decisions on its workers, customers, suppliers, community, and the environment. If the company were to pivot, it could not just be about self-preservation.
It became one of the companies providing free, healthy food to frontline workers at hospitals.