As our industry emerges from the pandemic, we’re at an inflection point where consumers, payers, providers, and innovators are all trying to figure out something new. Something different. Something better. Yet those efforts are often at cross-purposes, or with different goals, motivations, or incentives. All of this change can feel like certainly feel like chaos, and often one step forward, three steps back.

Yet some healthcare organizations are seeking to reimagine their roles, reinvent their businesses, and transform their impact on health in the U.S. Because those brands who can make their way through the upheaval will be the healthcare leaders of tomorrow. And there isn’t just one way through. There are dozens, maybe hundreds. The question in this moment is less what the path forward looks like, or even how to build the path. The question right now for most is: do you see this situation as an insurmountable challenge, or do you see it as the ultimate opportunity?

A pit or a ladder. It’s your choice, but the choice you make will impact you for years to come.