When times are tough, people need an anchor, a foundation, a compass, something to lean on to give them some stability. Something people recognize. In a company, this should be your values. If you don’t have values, it can be your employee promise or whatever you use to define your culture. To use Simon Sinek’s phrase, it’s the “why” people are at your company. Your values provide people a common language they already recognize when everything thing is upside down. During a difficult time, it will help people remember what makes your company special, what your team stands for, to rally people together.