Global GDP is likely to fall by 3% in 2020. This is the largest economic downturn since 1945, albeit not at the same magnitude than at the time or during the 1929 crisis. For companies, additional credit will not compensate for losses in capital and value. The only companies to come out of the crisis stronger – or simply to survive it – are those that focus all of their resources on their strengths, as long as those strengths also match the growth trends of tomorrow. The most rational thinking today is to bet on a forced and brutal return to reality. What is this reality?