The secret to coping with crises: why some entrepreneurs survive while others do not

When we talk about power and authority, we first imagine official titles, millions of followers, or frequent appearances in the media. However, real entrepreneurial practice shows that these are not solid foundations at all; a single crisis can shatter all of that within hours.

Here comes the most important distinction—authority as capital. It is an invisible but powerful resource that determines whether people will continue to trust and follow you in difficult times or not.

Authority as an algorithm

Today, in the era of artificial intelligence and rapid communication, authority has become a kind of "credibility algorithm." It is not measured by likes or views, but by consistency, the perception of reliability, and the ability to inspire calm and confidence in times of crisis.

What matters here is not what you say at the moment of success, but how you carry yourself when everything is unstable.

Loyalty and trust in milliseconds

Psychological research shows that people's response to trust is instantaneous:

  • Willis and Todorov from Princeton University found that people form opinions about the trustworthiness and abilities of unfamiliar faces in just 100 milliseconds after the first encounter.

  • Studies from the University of Glasgow have shown that after hearing someone's voice, in 500 milliseconds people already decide whether to trust them or not.

This means that for entrepreneurs in crisis situations, not only strategy is important, but also how they present themselves and communicate.

The difference between those who overcome and those who disappear

Those who can overcome crises are distinguished by three things.

  1. Consistency – they do not change their approaches with every wind, but maintain a clear system of values.

  2. Authority – the connections made, the experience, and the trust built in the past become a buffer in times of instability.

  3. Ability to inspire trust – even in uncertain conditions, they convey an atmosphere of trust and stability.

Ultimately, crises always come. But the difference is whether you have the authority that will help you get through them.