The document summarizes a webinar about messaging during a crisis. It discusses common messaging cliches being used during the COVID-19 pandemic like "we're all in this together". It also discusses the dilemma brands face between using cliches in their messaging versus saying nothing. The webinar recommends brands take an "uncommon sense" approach and consider how their offerings and messaging may need to change for a post-COVID world. It emphasizes the importance of connecting your personal and business messaging.