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ESG, measuring the sustainability and societal impact of a company, has become an important factor in valuing companies. While all 3 aspects are difficult to objectively measure, verify and track, companies increasingly focus on improving their score on all of them. BestFiT is an ESG company and empowers other companies in their ESG appearance. E stands for Environment E stands for environment, and when you’re talking about the environment, what you’re actually talking about is sustainability. Here BestFiT makes two contributions. First, for the world to be sustainable, the economy needs to be sustainable. Innovation is the primary way to ensure a healthy, sustainable future for the world. And BestFiT is synonymous with innovation. Second, considering the environment from a purely ecological point of view, the world will only be sustainable if people behave in an environmentally responsible way. BestFiT’s ability to understand people is persuasive in convincing them to be more sensitive to the environment. It supports behavioural change to encourage people to be more environmentally conscious. S stands for Social In talking about S, BestFiT embodies the democratisation of data and services. Currently, services have become elitist. Receiving better service as a customer is directly correlated with the amount of revenue he produces for a company.. The more income a customer generates, the better service he gets. This is true for banks, boutiques, insurance companies and other businesses, Persons who generate less income and are less profitable receive a poorer quality of service. BestFiT’s platform allows a company to deliver the same high standard of service to all customers, independent of the amount of business they generate. The second part of S relates to epigenetics. What is epigenetics? There are basically two schools of thought as regards genetics. One school is that the DNA that people are born with does not change. Genetics is destiny. The other school, the epigeneticists, holds that how genes express themselves are based on life experiences. While BestFiT has no influence on what happens to people in their lives, it can absolutely change people’s attitudes to those events by making them understand them from a more positive perspective, When a company is aware that an employee needs encouragement and support to become more resilient, the employee is encouraged and is motivated positively rather than negatively. G stands for Governance The social is everything that has to do with Human Resources and employees and here the activities BestFiT is doing to support HR covers as much of the S of social as the G of governance. Human Resources are at the core of the Social and Governance of companies. BestFiT’s platform is human-centric. It has developed an emotional thermometer/vulnerability index which, in an engaging four minutes of digital entertainment, measures the resilience of people and their commitment to a company. It comprises their strengths, their preferences, and all the other soft information HR departments need to maximize the value of an employee for the company. At the same time, it increases the experience and satisfaction of working for the employer. Another key element of governance is Know Your Customer, or KYC. It is embedded in companies from the banking sector to the gaming sector and is one of the hottest topics for regulators. Studies have determined that a company knows its customers better through indirect questions, which are much more reliable than direct questions, as indirect questions eliminate social biases and the tendency of people to show themselves in a different way than they really are. The BestFiT platform is based on the responses to non-invasive lifestyle questions. ESG is Key ESG has become a major criterion for investors and clients measuring the quality of a company. BestFiT is not only an ESG company. Its platform is a powerful tool to support corporate ESG.

We are happy to announce yet another achievement of BESTFIT. Due to BESTFIT's exceptional Smart Data, AI and business achievements we have been selected to be a co-presenter at DIA Munich – the world’s largest insurtech and innovation in insurance event. Save the date! Visit us at the DIA Munich and discover how BESTFIT can help you to exceed your business goals! #BESTFIT #HI #Smartdata #innovation #DigitalInsuranceAgenda #DIAMUC #HI #Powerofprediction #DIA

Eurapco, Alliance of leading, large independent European mutual insurance companies, decided to host an exclusive global webinar to present BestFiT's disruptive digital platform as the leading business solution for some of the biggest challenges of the industry. Theo Bouts, partner of BestFiT, and Sonja Kohn, founder of BestFiT, will share BestFiT's approach to digital client acquisition and the monetization of behavioral insights. We are looking forward to seeing you. WEBINAR: “Digital Client Acquisiton - The power of data to improve growth and efficiency.” WHEN: November 26, 2020, from 14:15 to 14:50 (CET) JOIN THE MEETING: https://lnkd.in/e2GGuXi

Thank you to everyone who joined us last week at our HI Human Intelligence Academy at WeXelerate. We were excited to share our latest innovation with you. We also want to thank The Blue Minds Company for co-hosting the event and our happy clients Energy Hero and Baloise Group for sharing their experiences with BESTFIT. Missed our event? No problem. Contact us to get more information about how BESTFIT helps companies to exceed their business goals.

BESTFIT is the first insurtech company to offer an empathetic and efficient reach out solution to insurance companies to deliver best customer care even in times of a crisis. Customer care is at the heart of all thriving companies and indispensable for a successful crisis management. It does not only strengthen customer loyalty but also improves the company’s image by demonstrating true customer support. Message to Customers: "We care!", “Together we are strong!”, "We think about you and are here for you!”, “Let’s put a smile on your face!” With its charming digital questionnaire (12 questions based on behavioral science and the synergy of HITM (Human Intelligence) and AI), BESTFIT delivers: ultimate benefits for insurance companies and their clients. FOR CLIENTS: Superb engaging experience (engagement rate ~ 90%) FOR COMPANIES: Data collection about: personality characteristics, decision drivers and preferences Empowering future communication, Up/ Cross Selling URLs can only be matched by insurance companies. BESTFIT’s questionnaire can be personalized with company logo and can be ready within a few days. For more information please contact rr@bestfithi.com.

ENGAGEMENT, EMPATHY, EFFICIENCY TURNING CHALLENGES INTO OPPORTUNITIES WITH BESTFIT The current crisis caused by COVID-19 effects individual’s behavior, priorities, way of life, and plans for the future as well as their performance as employees. Yet, global testing systems only differentiate between infected and non-infected neglecting the emotional well-being. BESTFIT’s behavioral science platform measures through a ~ 3 minutes entertaining digital self discovery journey the employee’s emotional well-being, resilience and current state of mind. Furthermore, BESTFIT provides the company with business intelligence and tailored texts to best communicate with 1) each individual and 2) clusters for the most impactful interaction with employees. BESTFIT’s Emotional Thermometer shows companies what’s best for their staff’s mental health by identifying clusters that need support and providing a context for action as for example when or how employees should come back to work. Scalable and not invasive, the BESTFIT platform positions the company as a social responsible leader in caring for the holistic well-being of its employees while empowering the HR department with the information how to address the challenges and transform them into opportunities for employees and the company.

Subject: Behavioral Science – Business Success BESTFIT has been invited by the Bar-Ilan University to hold a Webinar about Behavioral Science for Business Success. Prof. Dr. Meni Kowlowsky, Professor and Emeritus Chairman of the psychology department, holds a Ph.D. in psychology from Cambridge University and is a fellow of APA (American Psychology Association) and SIOP (Society for Industrial and Organizational Psychology). Prof. Dr. Kowlowsky will personally open the webinar and introduce BESTFIT. Topics include: AI and HITM   – Artificial and Human Intelligence Power of Prediction: increase customer base and sales A new Dimension of Data Neuromarketing Date: Thursday, April 2 Time: 11:30 Israel Time Link: https://zoom.us/j/300596038 Webinar ID: 300-596-038 Please confirm your participation to: rs@bestfithi.com

What an inspiring meeting! We were happy to share our innovative concept of HI – Human Intelligence with the Federal Ministry for Digital and Economic Affairs of the Republic of Austria.

We are honored to announce yet another top industry achievement: BESTFIT won the prestigious award for “Best Digital Product for the Corporate Market” from the Italian Insurtech Association - IIA. Thank you Alfonso Antonio Boselli for representing BESTFIT at the #Italianinsurtechsummit2020!

The association between personality factors and physical and mental health Personality/Psychological traits and health outcomes Personality/Psychological traits and adherence to health treatments Importance of personality characteristics "emotional DNA" for a treatment plan Personality/Psychological traits and health diagnosis Personality/Psychological traits and health communication 1. Personality/Psychological traits and health outcomes In the studies brought here there is a clear relationship between psychological factors and health outcomes. The more we know about the individual’s personality traits, behaviours, and attitudes, the better we can predict health outcomes. This was found in studies that focused on compulsive behaviour, whether alcoholism or gambling and alcoholism but also in general health and in cardiac issues. As the researchers say in their concluding remarks, (Barroilhet et al., 2020 in General Hospital Psychiatry) “In aggregate, our results demonstrate that individual personality features can be identified in narrative clinical notes drawn from nonpsychiatric cohorts, and that such features associate with outcomes including mortality and readmission”. Carpeggiani, C., Emdin, M., Bonaguidi, F., Landi, P., Michelassi, C., Trivella, M. G., ... & L'Abbate, A. (2005). Personality traits and heart rate variability predict long-term cardiac mortality after myocardial infarction. European Heart Journal, 26(16), 1612-1617.‏ The researchers investigated Psychological traits in 246 patients at discharge of an ACUTE MYOCARDIAL INFARCTION (AMI). Patients were followed-up to 8 years for the occurrence of cardiac death and non-fatal reinfarction. The study found that low emotional sensitivity (an inability to express emotion and adapting to society or coping) and insecurity (anxiety) were significant predictors of cardiac death at 8-year follow-up after AMI. Barroilhet, S. A., Bieling, A. E., McCoy Jr, T. H., & Perlis, R. H. (2020). Association between DSM-5 and ICD-11 personality dimensional traits in a general medical cohort and readmission and mortality. General hospital psychiatry, 64, 63-67.‏ The study examined personality features that are associated with readmission to and mortality risk. The researchers analyzed electronic health records of a cohort of patients admitted to a general hospital using a previously developed natural language processing tool for extracting DSM-5 and ICD-11 personality domains. The results indicated that presence of disinhibition was independently associated with a higher mortality risk, while anankastic traits were associated with a lower mortality risk. In addition, increased likelihood of readmission was predicted by detachment, while decreased likelihood of readmission was associated with disinhibition and psychoticism traits. The researched concluded that developing treatment strategies that target patients with higher personality symptom burden in specific dimensions could enable more efficient and focused interventions. Sahoo, S., Padhy, S. K., Padhee, B., Singla, N., & Sarkar, S. (2018). Role of personality in cardiovascular diseases: An issue that needs to be focused too!. Indian heart journal, 70, S471-S477. ‏ There has been a sustained interest over the last half a century on the issue of relationship between personality traits and CVDs. Type A behaviour was the initial focus of inquiry as it was observed that individuals who were competitive, hostile, and excessively driven were more likely to have cardiovascular complications. Studies have recently found that negative effects (including anger and hostility) were also associated with adverse cardiovascular outcomes. Subsequently, a new personality entity named as the type D ‘distressed’ personality, which combined negative affectivity and social inhibition. Was associated with negative outcomes. Interestingly, a few personality traits such as optimism, conscientiousness, openness to experience, and curiosity have been found to be protective factors against development of CVDs and therefore are called ‘cardioprotective’ personality traits. Higher order personality dimension of Negative Affectivity or Negative Emotionality (NE; presented in greater detail later) is associated with a wide variety of psychopathological conditions, including mood, anxiety, and somatoform disorders (Tellegen & Waller, 1994; Watson & Clark,1984). 2. Personality/Psychological traits and adherence to health treatments Müller, S. E., Weijers, H. G., Böning, J., & Wiesbeck, G. A. (2008). Personality traits predict treatment outcome in alcohol-dependent patients. Neuropsychobiology, 57(4), 159-164. ‏ Personality traits build the basis of consistent patterns of experience and behaviour, which in turn have been found to predict the outcome of treatment in different diseases. For example, personality traits emerged as useful predictors of treatment outcome in patients with gastrointestinal disorders obesity, hyperopia and even individual responses to certain surgical treatments seem to be associated with personality. In psychiatry, personality traits have been successfully linked to treatment outcome in depression, anorexia nervosa, schizophrenia, and withdrawal severity in benzodiazepine dependence. In alcoholism research, personality traits have become a matter of scientific interest as well. Regarding treatment outcome, several authors identified specific personality traits as predictors of relapse in alcohol dependent patients. For example, the personality trait ‘novelty seeking’ is a strong predictor of relapse in detoxified male alcoholics, whereas the trait ‘harm avoidance’ has been shown to predict early relapse in females. This is in line with results of Kravitz et al., which revealed that dropouts in a study of alcohol-dependent men had higher novelty-seeking scores than non-dropouts.The risk of relapse, 1 year after an inpatient treatment program for alcohol-dependent patients, is greatest in patients with low scores in conscientiousness and high scores in neuroticism. In addition, several follow-up studies over 6 months revealed low persistence scores as predictors of relapse in alcohol-dependent patients. In conclusion, the evidence suggests that personality traits are important individual factors influencing treatment outcome, not only in various diseases, but also in alcoholism. Ramos-Grille, I., Gomà-i-Freixanet, M., Aragay, N., Valero, S., & Vallès, V. (2015). Predicting treatment failure in pathological gambling: the role of personality traits. Addictive Behaviours, 43, 54-59.‏ Although few studies have focused on the personality profile of pathological gamblers (PG), still fewer have focused on which personality traits might predict treatment outcome. Systematic reviews on treatment outcome have found that the prevalence of relapses in pathological gambling is very high and that dropouts from psychological treatment identified percentages ranging from 14–50% with a median of 26%. These findings are highly significant if we consider that PGs who seek treatment comprise a minority within those found in community samples. Reviewing the literature on treatment outcome, specifically on relapse and dropout, Ledgerwood and Petry and Melville et al. found that personality variables such as Neuroticism and Impulsivity were associated with treatment failure. Their reviews highlighted, inter alia, that individual differences in personality may play an important role in explaining the risk of relapsing and dropping out. Ramos-Grille, I., Gomà-i-Freixanet, M., Aragay, N., Valero, S., & Vallès, V. (2013). The role of personality in the prediction of treatment outcome in pathological gamblers: A follow-up study. Psychological assessment, 25(2), 599. ‏ A recent study by Ramos-Grille, Gomài-Freixanet, Aragay, Valero, and Vallès (2013) researched which personality domains would predict relapse and dropout after 1-year follow-up by administering the Revised NEO Personality Inventory to 73 treatment-seeking slot-machine PGs attending an open program of individual cognitive-behavioural therapy. This study identified low scores on Conscientiousness as a significant predictor of relapse; whereas low scores on Conscientiousness and Agreeableness were significant predictors of dropout. These findings support the importance of differential patterns of individual differences on treatment outcome. Mols, F., Thong, M., Denollet, J., Oranje, W. A., Netea-Maier, R. T., Smit, J. W., & Husson, O. (2020). Are illness perceptions, beliefs about medicines and Type D personality associated with medication adherence among thyroid cancer survivors? A study from the population-based PROFILES registry. Psychology & health, 35(2), 128-143. ‏ Adherence in health care is defined as the extent to which a person’s behaviour (e.g. taking medication or following treatment guidelines corresponds with the recommendations given by a health care provider. Research has shown that poor adherence is expected in approximately 50% of adults This is a missed opportunity for health improvement and identifying the personality or circumstances where this occurs may very well have a positive effect on health outcomes. Several examples of the relationship between personality and compliance can be provided. Medication adherence is important among thyroid cancer survivors. Research findings show that more than 50% of such patients do not comply fully to treatment recommendation. In particular, the findings of one recent study showed that, opposite to what one would think, those with a higher perceived necessity of medication reported higher nonadherence. This might sound a bit inconsistent, however, the researchers argued that those who believe in the necessity of their medication might simultaneously feel that they currently do not receive the optimal dose of levothyroxine which might explain their (intentional) nonadherence. Talking and explaining exactly what is involved in the treatment and making sure they understand it is a way of increasing compliance. Aflakseir, A., Nikroo, F., & Mollazade, J. (2020). Predicting Medication Adherence Based on Personality Characteristics in Individuals with Type 2 Diabetes Mellitus. Iranian journal of diabetes and obesity. ‏ In another study, one hundred twenty individuals with type 2 diabetes who visited health centers were investigated. The researchers used the BIG-Five personality test to see which factors are related to compliance. Their study indicated that a large proportion of patients with type 2 diabetes did not adhere to their medications. The Big-Five personality factors, include measures of agreeableness, conscientiousness, extraversion, neuroticism, and openness to experience. This study highlighted that the personality trait of neuroticism (neuroticism is described as poor ability to cope with psychological stress) was important in predicting medication adherence in patients with type 2 diabetes. In other words, patients with higher neuroticism were less likely to adhere to their prescribed medication. Baroletti, S., & Dell'Orfano, H. (2010). Medication adherence in cardiovascular disease. Circulation, 121(12), 1455-1458.‏ In the area of cardiovascular disease, many characteristics have been found to associated with compliance. Nonadherence to medications has been documented to occur in >60% of cardiovascular patients. Those with depression or other significant psychiatric illnesses, heavy drinkers, and nonwhite patients have been associated with risk for low adherence rates. Individuals with low levels of motivation are in a sense building a barrier to medication adherence….Working on increasing motivation may very well lead to better outcomes in cardiac patients. 3. Importance of personality characteristics "emotional DNA" for a treatment plan Treatment should be personal as the diagnosis that refers to a single person. Using the ordinary medical model alone for treatment exposes patients to serious threats, prolongs hospitalization, and raises treatment costs. The holistic nursing care of patients with minor injuries attending the A&E department. Olive P Accid Emerg Nurs. 2003 Jan; 11(1):27-32.) The features the diagnostician focuses on may be consequences of (a) extreme levels of personality traits, (b) especially problematic configurations of trait levels (Grove & Tellegen, 1991), or (c) extreme (i.e., socially or personally maladaptive) adaptations to personality traits or their configural properties (see Clark, Watson, & Mineka, 1994; Eberly, Harkness, & Engdahl,1991; Watson, Clark, & Harkness, 1994). The cognitive attributional style typical of individuals with major depression, that is, a propensity to make stable, global, and perhaps internal causal attributions for negative life events (Abramson, Seligman, & Teasdale, 1978), may in some cases reflect elevated levels of NE (Clark & Watson, 1991a). Specifically, individuals with high NE tend to focus on the negative aspects of their life situations and to dwell on their inadequacies (Watson & Clark, 1984). As Tellegen (1991) noted (see also Wachtel,1977), personality traits tend to have an assimilative character in a Piagetian sense in that they influence how individuals interpret and construe life events. Personality assessment first contributes to treatment planning by helping to decide if problems are intimately linked with a person's broad personality dispositions or whether they are more circumscribed. According to Beutler (1986; Beutler & Clarkin,1990), simple problems involve situationally specific and transitory habits that are primarily products of current environmental contingencies. Understand the person will bring to a better outcome and stick to the treatment of the single (placebo effect when understand the single, and effect of psychotherapy in psychosomatic patient) Although not yet well-explored, personality traits logically relate to mental health treatment usage, modality preference, and efficacy, and their use in this context could improve treatment efficacy (Bagby, Gralnick, Al-Dajani, & Uliaszek, 2016; Harkness and Lillienfeld, 1997; Lengel, Helle, DeShong, Meyer, & Mullins-Sweatt, 2016; Miller 1991; Zinbarg, Uliaszek, & Adler, 2008). Self-report scores on personality inventories predict important life outcomes, including health and longevity, marital outcomes, career success, and mental health problems (Thalmayer, A. G. (2018). Personality and mental health treatment: Traits as predictors of presentation, usage, and outcome. Psychological Assessment, 30(7), 967–977.) High role of personality traits in predicting treatment usage and outcome and for the utility of a 6-factor model. (Thalmayer, A. G. (2018). Personality and mental health treatment: Traits as predictors of presentation, usage, and outcome. Psychological Assessment, 30(7), 967–977.) Therapy is no different from any other interpersonal situation in its capacity to enthrall, entice, bore, or revolt a patient. If one seeks to have a patient stay in therapy, to remain engaged in the work, and to suffer as little discomfort as possible, then matching treatment to personality offers a strategy. Harkness, A. R., & Lilienfeld, S. O. (1997). Individual differences science for treatment planning: Personality traits. Psychological Assessment, 9(4), 349.‏ 4. Personality/Psychological traits and health diagnosis Need of holistic understanding of physical and psychological status of patient for good diagnosis. Holistic care is described as a behaviour that recognises a person as a whole and acknowledges the interdependence among one's biological, social, psychological, and spiritual aspects. Holistic care includes a wide range of approaches, including medication, education, communication, self-help, and complementary treatment (Morgan S, Yoder LH. A concept analysis of person-centered care. J Holist Nurs. 2012 Mar;30(1):6-15. doi: 10.1177/0898010111412189. Epub 2011 Jul 19. PMID: 21772048.) The philosophy behind holistic care is based on the idea of holism which emphasises that for human beings the whole is greater than the sum of its parts and that mind and spirit affect the body. (Tjale AA, Bruce J. A concept analysis of holistic nursing care in paediatric nursing. Curationis. 2007; 30:45–52.) Holistic care increases the depth of care providers’ understanding of patients and their needs. On the contrary if only the patients’ corporeal needs are considered, patients’ other needs and sometimes more serious problems are not addressed (The holistic nursing care of patients with minor injuries attending the A&E department.) Holistic care is a comprehensive model of caring which is believed to be the heart of the science of nursing (Strandberg EL, Ovhed I, Borgquist L, Wilhelmsson S. The perceived meaning of a (w)holistic view among general practitioners and district nurses in Swedish primary care: a qualitative study. BMC Fam Pract. 2007 Mar 8;8:8. doi: 10.1186/1471-2296-8-8. PMID: 17346340; PMCID: PMC1828160.) Stress is an example and with it the role of the Cytokines (Turner, A. I., Smyth, N., Hall, S. J., Torres, S. J., Hussein, M., Jayasinghe, S. U., ... & Clow, A. J. (2020). Psychological stress reactivity and future health and disease outcomes: A systematic review of prospective evidence. Psychoneuroendocrinology, 114, 104599.) Malfunction of the stress system is associated with behavioural and somatic disorders (Chrousos, G. P. (2009). Stress and disorders of the stress system. Nature reviews endocrinology, 5(7), 374). “Long-Covid syndrome” is another example that refers to a non-biological illness elicited after the Covid’s recovery and attach not only some organs but most of all refers to a psychological and chronical syndrome that should be treated through different medical point of view (Nalbandian, A. (2021, March 22). Post-acute COVID-19 syndrome. Nature Medicine. https://www.nature.com/articles/s41591-021-01283-z?error=cookies_not_supported&code=b71fa50c-8f78-426a-bf51-5a75109fb5ab 5. Personality/Psychological traits and health communication Importance of impactful personalized communication for compliance especially long term Withdrew from medication and exercise, no motivation … need more impactful communication. Image done for the smoking person as a warning for the outcome, prevention and personal advertising for better outcome. Personalized Healthcare in the integrated practice of well-being, healthcare and patient support, based on an individual’s unique biological behavioural social and cultural characteristics. Services tailored proactively for each patient at several level empowers the individual by “the right care for the right person at the right time” leads to better outcome. (Simmons, L. et al. 2014. Patient engagement as a risk factor in personalized health care: a systematic review of the literature on chronic disease). The first step to personalization, however, is collecting the right data. According to an article published in Health Data Management, “Many healthcare organizations are using consumer insights—including demographic and psychographic data, past care program data and claims history—to develop tailored communications designed to maximise patient participation.” (Kenney, K., 2018. HIT Think Four ways payers and providers can use tech to aid patients' experience). In the current age of the internet, social media and instant gratification, people and particularly millennials are demanding more personalization and greater use of technology when it comes to their healthcare. (Hussey, K. 2016. How Personalization Drives Effective Patient Engagement and Delivers Enriched)

Hannover Re has chosen BESTFIT as one of the most interesting Insurtech and Digital-Innovation companies. Since 25. March, BESTFIT is featured on the hr | equarium platform. hr | equarium is Hannover Re’s online platform, bringing together insurance companies around the world with selected insurtechs and digital innovators ready to shape the future of insurance. Hannover Re, with gross premium of more than EUR 22 billion, is the third-largest reinsurer in the world. It transacts all lines of property & casualty and life & health reinsurance. Link: https://equarium.hannover-re.com/1336-bestfit

For a better future after COVID-19 (5 Actions) by Eliano Lodesani Chairman of BESTFIT Former COO Intesa Sanpaolo and Professor of Behavioral Science All of us learn, grow, change. This evolution allows us to adapt to the outside world and to the stimuli that come from it. “Strong feelings": joy, pain, love, hate, fear are the most important activators of the process of change. The fundamental point is the "contact” between our personality and the outside world, its constraints and its opportunities. In that moment, through behaviours, experiences are created, a factor that creates our epigenetic change. Coronavirus, through the feeling of fear, imposed constraints and restrictions on our personalities that never happened before, forcing us to experiences not even imagined. Each of us, through his own personality, activates behaviour different from the others, which leads to unique experiences. It is precisely our personality that amplifies these experiences, making them an irreversible factor of our change: If our personalities have pushed us and push us to be very relational and extrovert, the experience of lockdown will probably be particularly stressful. And we would be looking forward to get out and recover the “lost time”. If, on the contrary, we are introverted and solitary, the lockdown will probably be seen as a great opportunity to stay alone and we would like life to always be like this. If we are rigid, our spirit of adaptation is limited, so we will be tense both at the time of lockdown and at the time of return to “normal life”. If instead we are flexible, we will be able to adapt quickly to different conditions, even the most adverse ones. Today companies must take into account what is happening to their employees and their customers, because at the reopening companies will find that people are different from how they knew them, in some cases almost unknown. For companies it becomes essential to “get back to know” both their employees and their customers. Companies must also support them to consolidate their change, to make them understand what has happened to them, and give them the necessary tools to do this. Some suggestions for companies: EMPLOYEES Try to know the personality of each employee. It is necessary to understand how to help him in his change. Let your employee know how you see his personality. Help to establish a dialectic and strong dialogue and allow him to better understand the reason behind some of his behaviour. Once you have identified the criticalities/opportunities, give your employees the necessary tools to rebalance and grow: coaching, training, edutainment, dialogue, confrontation, communication, etc. Make sure that this is not just “an isolated episode”, but that it becomes the normal way to stay close to your employees. The “magic formula”: listen, understand, return, dialogue, empower. Attention, this is not a linear formula, but a circular one. It is often repeated in our lives: an end is always a new beginning. CUSTOMERS Never lose contact with your customers, even if the physical relationship will become more and more nuanced. Knowing their personality gives you two advantages. It allows you to stay in touch in a way that is 'smart'. It also allows you to know which tools and which tone of voice to use to strengthen your relationship with them. Make them part of their personality traits. This helps them to strengthen self-awareness and to increase the perception of a transparent and equal relationship. In this way they will be more and more aware of their needs: don’t push, but pull. Your brand, in this way, increases its social content. Orient your other actions in this direction as well. The “magic formula”: not selling, but helping customers to understand what they really need. If it works, remember that even in this case, it is not a linear formula, but circular: keep in touch.