There’s a curious thing about crisis training. No matter how many headlines we’ve seen—from data breaches to the Coldplay Astronomer scandal—many leaders still respond with: “That won’t happen to us.”

And yet, it does.

At our latest FINN Futureproof event, we decided to flip the script. Literally. Instead of putting clients in the shoes of brand custodians under fire, we handed them the role of the antagonists: the media, the public, the competition, government regulators, even hackers. We gave them free rein to disrupt the brand’s operations however they wanted.

What unfolded was as surprising as it was entertaining. The “media” group ambushed brand reps for quotes. The “customers” turned into internet trolls. Competitors offered deep discounts to poach clients mid-crisis. And the “hackers”? They boasted about everything they’d stolen.

Lesson one: Anything can happen

The brilliance of the exercise wasn’t just in the chaos—it was in the empathy. By stepping into the role of those who challenge and question brands during a crisis, participants realized something important: anything they could imagine happening, could happen. And probably will.

It was a masterclass in letting go of certainty. Of preparing not just for the known risks—but for the curveballs no playbook covers.

Lesson two: Leadership is no different

If you think about it, leadership is its own kind of crisis training. Except no one hands you a manual. Most people step into leadership roles ill-prepared—not because they’re not capable, but because leadership isn’t linear. There’s no script for how others will react, no SOP for how to inspire, or what to do when things go sideways. And they often do.

I’ve seen well-meaning leaders fall into the trap of panic, of siloed thinking, of knee-jerk decisions—all of which create more confusion, not clarity.

What helps? Letting go of how you think things should go. Trusting your values. Being willing to make bold decisions when the moment calls for it.

Lesson three: The landscape has changed

Today’s workplace spans multiple generations with wildly different expectations. COVID rewrote the rules of workplace dynamics. Now, AI is reshaping them again.

In this landscape, being overly reliant on a single playbook—whether for crisis or leadership—is a liability.

So what do we do instead?

We create space for real learning. We simulate unpredictability. We help leaders feel what it’s like to navigate the chaos, not just read about it.

That’s what makes our FINN Futureproof model so effective. It’s immersive, unpredictable, and deeply human. It reflects the world as it is—not as we wish it to be.

Because the truth is:

There’s no script for crisis. And no script for leadership. But you can prepare for both.

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If you’re interested in learning more about how I can support your crisis preparedness, feel free to reach out to me at joyce.liong@gmail.com.