The Covid-19 pandemic has shown companies can be resilient. But resilience is a property, not just a state. Managers and entrepreneurs still need to be willing to enter new markets and launch new or improved products and services to strongly come out of the pandemic. In this talk, Professor Mat Hughes will first explore what it means to be resilient and how it may be achieved. Then, he’ll focus on resurgence and consider what is needed to come out of the Covid-19 pandemic having not just survived, but in a position to thrive. He will then draw on interviews with a series of expert advisors, entrepreneurs, and scholars, and share insights for family business leaders into solving this crucial conundrum.