Make more profit then. That’s what the virologist said. Advice provided freely in response to businesses complaining they’re suffering. While the advice in itself isn’t wrong per se, it definitely lacks a whole lot of nuance.
If you are prevented, or even worse, prohibited from operating (part of) your business, increasing profit is impossible.
When a bear hibernates, it prepares for eight months, give or take. It can’t magically prepare for two years. If the circumstances somehow don’t allow for the bear to wake up after eight months, it’s bye bye bear, unfortunately.
What’s true of nature is also true of businesses. Running a company is like driving a race. You’ll have to know precisely how much fuel is left in the tank. Take on too much fuel, and the excess weight will slow you down. Take on too little fuel, and you might end up running on fumes, causing you to have to forfeit.
Prepare the best way you can. No more, no less.