FSIs need to step up and become ‘personal Yoda’ to build loyalty and trust during COVID-19 outbreak...: There’s a danger that writing a blog focused on the current Coronavirus outbreak could be seen as a cynical marketing ploy. But I’m going to do it anyway as what we’re experiencing right now is unprecedented, and will have implications long after this outbreak is contained. Every day, more businesses and public institutions are facing short-term closures, and more governments are recommending social-distancing and self-isolation strategies. But despite these challenges, people are trying to maintain some degree of normality.