CEO Recovery Insights: Expectations & Strategies for Mid-Market Comeback

Understand CEO expectations on timing and impact of recovery
 Study fielded June 22 – 28, 2020
 172 CEOs of mid and lower mid-market businesses

Summary of Findings

CEOs perspective on timing of economic recovery vary greatly; Many say conditions are expected to begin to improve in 5 months or less (43%), but most (57%) believe it will be 6 months or more.  Almost no one sees their businesses “significantly weakened” by the COVID-19 crisis looking out 6- months, and most CEOs expect to be “normal” or “stronger than before” in this timeframe.

With modest to high-growth goals coming into 2020 pre-pandemic, 2/3 of CEOs don’t expect to meet their growth targets for the year. But that means another 1/3 expect to hit their targets or exceed them.

Get this complete report from Chief Outsiders.

More Than Your Corporate Pastor

Stress-related issues cost corporate America $300 billion annually. 

Ineffective employee care results in the indirect financial costs of low morale, lack of teamwork, compromise in safety, and personnel conflicts. This year in particular, the marketplace has been a volatile place for leaders and employees alike since COVID-19 unexpectedly swept across our globe. Strategic initiatives thoughtfully timed around the initial outlook for 2020 were either accelerated, modified, or completely tossed aside. Leaders are devoting all of their time to keeping the business healthy and moving forward with little time to spare for relational investments.

Whether employees are working in person or from the safety of their homes, this season calls for business leaders to be thinking about “rebound caring.” Companies are looking for innovative ways to reduce “presenteeism” (being at work, but not engaged) and increase employee wellness and engagement. People need to experience the hope, compassion, and love of Jesus Christ but in a real and practical way from another person.

As futuristic as 2020 sounds, we still can’t clone ourselves. Given all the responsibilities leaders have, they cannot personally and deeply care for everyone. So how can we increase the intentional care we desire to give our employees, particularly in a post-COVID-19 workplace? How can we more effectively build a culture where employees can grow in their joy and faith as well as their productivity and engagement?

Research by Dr. David Miller, Director of the Faith and Work Initiative at Princeton, revealed that chaplain care contributed to greater employee well-being, reduced operational costs, increased retention, and created a more positive culture.

Introducing chaplains is the easiest next step to instantly add value for employees. Giving employees a choice to connect with someone they can relate to promotes greater connectivity and increases meaningful caring engagement.

“The greatest benefit of having Bill is that he understands my heart and he is able to work that into the culture at Wilson Lumber.” 

–Rob Wilson, President of Wilson Lumber and C12 Member since

Don’t Lead Alone. Explore C12 Membership!

Thank you for your interest in C12 Central Texas!

We look forward to connecting and seeing if membership in the C12 Group is for you!


Explore one of the fastest growing resources for Business Owners and C-suite Executives. Peer Advisory Group tables are helping tens of thousands of owners to meet the challenges of leading businesses in today’s marketplace.  See how C12 Group can help you:

  • Eliminate Blind spots
  • Hire and grow high performance / high potential teams
  • Build strong cultures
  • Have a safe, confidential and purposeful place to engage with peer leaders

Are You Ready to Build a Great Business for a Greater Purpose!

Please complete the form below. We will send you an email that will allow you to pick a time for us to call you for an introduction.

You will find that we are very transparent about C12 and what membership is like. We can share many stories, examples of the content we cover and details of how our groups meet and help each other.

You’ll find that you don’t have to be alone. We have people that understand what running a business is like (both the highs and the lows). Let’s talk soon.


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Covid 19 Recovery: Invitation for Local Business Leaders

C12 Central Texas has limited seats at this current time for business leaders seeking the wisdom and counsel of their peers, other Christian Business Owners, to walk with during  Covid-19 Recovery.

As business owners, we need the right solutions to build the right companies, the right communities, and the right environments that are going to create flourishing cultures and businesses that thrive.

If you are a Business Owner or CEO, email us today to be our guest at an upcoming C12 Central Texas meeting.
Email your inquiry to:

Check out this quick video to learn more about the C12 Experience!

How will leaders of 2020—you—shape our future during this defining moment in history?

COVID-19 Executive Briefing: April 2nd

Discerning hooks, help, or heresy

On Friday afternoon, Congress approved the Coronavirus Aid, Relief and Economic Security (CARES) Act, an economic relief plan for individuals and businesses. The implications of the stimulus bill are being rapidly interpreted by experts. Although designed for employers of all sizes, we know that an infusion of money will not help us discover the new normal.

While the headlines and talking heads are reporting very real and painful losses, companies in our network continue to share positive stories of unexpected wins and testimonies of God’s provision and grace.

What we’ve found is that the biggest winners are not necessarily the biggest players.

C12 Member company Camp Gladiator operates a nationwide group outdoor fitness program and equipped all 1,000 trainers to conduct live virtual workouts. With social distancing and shelter-in-place orders in most markets, they are staying mission true by continuing to promote healthy living while their customers are restricted to their homes.

Another C12 Member, Chad Epperson, Owner/CEO of United Treating & Distribution, took the opportunity in the midst of dire circumstances to declare to a network of thousands of industry leaders throughout North America, where he places his hope and how he and his company are responding. In his e-letter, he writes,

“One of our core values is ‘Thankfulness – Be thankful in every situation and bless others.’ …  God is not surprised or unconcerned by the events that are happening in our world today. We remain faithful in knowing that God is in control, and our hope is in Jesus Christ. We are standing in hope, not fear, for we know faith produces endurance. We can endure this trial together and find the good in this situation.”

This week, C12 CEO Mike Sharrow helps us clear the fog to rightly view the circumstances and opportunities ahead. Hear the stories from our community, and be inspired.


Resources & Guidance for COVID-19


Resources to Act:


Government Resources:


Insight & Analysis:


Perspective Pieces:

Crises can create opportunity and competition, but the bond between the business leaders in C12 Peer Advisory Groups strengthens their resiliency by working together to find solutions.

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COVID-19 Executive Briefing: March 26th

Each day presents new and unexpected challenges. We know the winds of uncertainty will not simply blow over returning us to business as usual. “Usual” is a historical descriptor. How do we respond? 

The cultural landscape for gospel-centered Christianity has been in decline for years, but the disruption of COVID-19 presents Christian leaders with unprecedented opportunities to display faithful and courageous leadership that positions our companies for long-term and lasting success. Unforeseen constraints are forcing rapid innovation across multiple industries. We are witnessing companies pivot and adjust to create opportunities in the midst of crisis. The stories of how the Christian business community is responding to COVID-19 disruptions are encouraging, even in the midst of rapidly declining revenues and dried up supply chains.

There is a growing sense of tribal solidarity in the face of an invisible enemy.

Watch the latest update from C12 CEO Mike Sharrow for five ways that organizations in the C12 network are coming together to collaborate on strategic business plans while leveraging their resources to innovatively and compassionately serve their teams, customers, and communities.


Resources & Guidance for COVID-19

Resources to Act:


Government Resources:


Insight & Analysis:


Perspective Pieces:


When we reach the other side of COVID-19, the world will look different. What are you doing today that will leave a positive imprint on the altered landscape to come? There is no playbook or cookie-cutter plan. With whom can you cycle through ideas and confidently lead into the unknown? Consider building your inner circle with your peers.

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COVID-19 Executive Briefing: March 20th

While well-intended tips, studies, and forecasts from multiple sources are flooding everyone’s inboxes and social media feeds as well as inspiration to help mentally navigate the uncertainty that lies ahead, CEOs and business owners in C12’s global network are inundating our leadership with stories of creative innovation, lessons learned, and tactical strategies. C12 members are turning the unforeseen disruptions of the COVID pandemic into opportunities to care for their teams, families, and communities while still advancing their businesses.

Hear from C12 CEO Mike Sharrow, in the first of a series of videos, as he shares what we are learning from thousands of Christian business leaders in C12 as well as our trusted partners and affiliate organizations.

In addition to the Executive Briefing, C12 will continue to compile the best resources to keep you informed and resilient throughout this uncertain time. This information is not exclusive to C12 members. Please feel free to share with your peers.

Resources & Guidance for COVID-19

Resources to Act:

Government Resources:

Insight & Analysis:

Perspective Pieces:

In the busy intersection of questions and dynamic situations, we want you positioned to succeed and to feel confident to serve your teams with exceptional relevance during this time. The power of leaning on the counsel of your peers is needed now more than ever.

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Busting Branding Myths

Every company has a brand. Some have worked to carefully build their brand, while others have been assigned a brand from their customers that they would rather not have. For every company, the work of defining and building a brand never stops. Because of changing markets, competitors, and products, there is always a need to close the gap between our current brand positioning and our desired brand positioning. It’s possible for any company to close the gap, but you will want to avoid these five branding myths to reach your goal.

I need to have a big budget to build a brand

It’s possible to create and maintain a strong brand regardless of size of company or budget. Start by defining what sets your company apart from the competition in the mind of your customer, or the dominant selling idea (DSI). Once the DSI is determined, communicate it to customers, and deliver on promises with Iaser-like focus. As leaders, we can accomplish our desired brand identity with clarity, intentionality, and time, all of which don’t cost money. It’s up to leaders to decide if we want to put in the effort to cultivate our brand or have one given to us by default.

The best brands are entertaining

There is a difference between entertainment and effective branding. creating something memorable doesn’t give you lasting business. Poor service, quality, product, etc. will always undermine advertising. Being first or spending the most money doesn’t matter all that much. Focus more on consistently exceeding customer expectations and less on making an initial splash in a market.

Branding is the job of my marketing team

Creative branding ideas are only a start. Billions have been wasted in making a splash rather than building value. While this culture has subdued a bit, it’s imperative for CEOs to understand and authorize marketing efforts – both from the perspective that it requires good stewardship and the fact that the company brand flows out of company culture. Your brand must align with the firm’s stated mission and core values to be credible to internal employees and external customers. Do the work of creating the desired internal brand, and the results will manifest in a quality external brand.

There is no silver bullet on how to build a brand

The truth is, there is a silver bullet, but most companies aren’t willing to put in the time and effort it takes to implement. Successful brands are built with consistent, tightly crafted brand messaging and constant follow through. Break through the clutter by consistently delivering on your promises, and over time your brand positioning will continue to improve.

What built my brand will maintain my brand

Sustained success means conveying a sense of trust and perceived quality. This happens over time, but new threats to your brand are constantly emerging. New competitors, products, delivery systems, and communication tools will be introduced. Your mission of consistent messaging and follow through will remain, but the strategy in which you accomplish those things will need to change along the way to take the next step in your brand positioning.

When you have questions on business topics like branding, how do you get the answers you need to grow your business? Every month, thousands of Christian business owners and CEOs gather together to answer questions and share best practices learned from the combined hundreds of years of business experience around the table.

Operational Fitness Is Key To Organizational Wellness

Every year, thousands of people resolve to better maintain their personal fitness. But unfortunately, it’s also the most frequently broken. This truth not only applies to our personal fitness goals, but to our professional goals as well.

After years and years of doing things a certain way, it is challenging to make intentional shifts in your operating culture. However, it is a challenge worth pursuing, as a little intentionality and perseverance can propel your business to the next level and create a dynamic culture of continual improvement.

If you’re a Christian CEO, business owner, or leader, here are a few ways to keep your organization in robust health:

Find Christian Mentors 
It is imperative that leaders have peers in their lives to serve as trusted advisors that can help navigate key business issues, provide qualified advice, and ensure accountability. A wise man once said, “It doesn’t matter if you are a tree in full foliage if you don’t produce fruit.” A Christian mentor or peer group can help dig deep and help discover ways to produce results.

Pursue Biblical Wisdom
We can learn a lot about both leadership and equipping others to lead through Scripture. If you’ve resolved to shape up your business, making time to meditate on God’s word should be a concrete part of that plan. Being in tune with God’s will and calling for your life provides the peace only He can provide.

Focus on Alignment
Top-down leadership is the demise of many business. The alternative is an aligned, team-based approach which creates a culture of enthusiasm and shared responsibility. Like a team of horses pulling a heavy load, if one or more horses pulls in a different direction, you can get off course quickly.  Make sure your efforts are focused on the road ahead.

Joining a C12 Group can help you stick to your professional and personal goals through peer-to-peer support and one-on-one counseling with an experienced C12 Chair. To learn more about business leadership through the C12 Group

Business & Ministry Ideas for Your Business



Looking for practical ways to incorporate ministry into your business? Here is a list of proven ideas you and your team can start to implement!  C12 Faith & Business best practices