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Most of the world remains in the middle of a pandemic that is stopping consumers' lives in their tracks, wreaking economic havoc, and leaving people unsure and fearful. Companies, meanwhile, are scrambling to support their customers, so what actions are they taking and how effective are these efforts? Forrester's research reveals five lessons for firms as they face COVID-19 and its aftermath, and the central insight is the importance of dynamism, which we define as a combination of the degree and rate of change a company can achieve. This pandemic is showing that dynamism is what makes some brands surge and others sputter in times of crisis.