Kith CReD Snapshot

When your crisis skill sets are revealed,
will you like what you see?

Wouldn’t you like to find out before a crisis hits?

Too many organizations wait for a crisis to occur before they know if they are ready to respond to one. “We were not as prepared as we should have been” is a fairly common refrain we hear once the dust settles. Organizations that are prepared and ready to respond have a greater chance of protecting their reputation in the face of a crisis.

Your organization owns its brand, but the public owns its reputation. Effective, fast and credible crisis response is the key to mitigating damage to your reputation over the long term, but few organizations invest time and resources into truly understanding their crisis response capabilities. Because you’re on our site and reading about crisis readiness, it’s likely that you’ve had some doubts about your organization’s crisis readiness. You’re not alone.

That’s why we created the Kith CReD Snapshot. In 10 short minutes, you will get your CReD Score, a measure of your organization’s current state of crisis readiness, and how your organization compares to others.

I Want to Know My CReD Score

Click the Take the Snapshot button below to get started.

The Kith CReD Snapshot leverages McKinsey & Company’s enduring framework of organizational effectiveness, the 7-S’s, viewed through the lens of Kith’s Equation for Crisis Success.

Using the 7-S’s, the Kith CReD Snapshot offers a high-level assessment of your organization’s Core Values (McKinsey’s modified Strategy, Skills, Style and Shared Values) and its Chain of Command (Structure, Staff and Systems). This type of analysis demonstrates how critical elements of your organization will perform when crisis skill sets are revealed.

McKinsey & Company’s 7-S Framework highlights the critical role of coordination, rather than structure, in achieving organizational effectiveness. We’ve applied the 7-S Framework specifically to risk assessment, crisis response and reputation management. The definitions of the 7-S’s below have been modified from McKinsey’s originals to fit our crisis mindset.


The more clearly an organization defines its vision and direction, the more successfully it tends to communicate effectively during a crisis. For our purposes here, think about your organization’s strategy toward identifying risk and responding to a crisis, not your organization’s overall business strategy.


The rules of employee conduct and the culture of an organization can be conducive to problem-solving and risk avoidance, or they can perpetuate risky situations and hinder crisis response.


An organization’s distinctive capabilities can enable it to mitigate risk and successfully respond to a crisis, but gaps in those capabilities may hinder crisis response and exacerbate damage a crisis can do to you organization’s reputation.

Shared Values

An organization’s moral compass can guide a crisis response that limits damage to its reputation if everyone within the organization – at least those responsible for addressing the crisis – is aligned with those shared values.


An effective crisis response depends on the free flow of information among all impacted individuals and everyone knowing their roles and responsibilities.


The procedures and processes by which your organization’s employees document risk and communicate information about risk throughout the organization. Gaps in these systems may allow a crisis to accelerate.


Reputation-saving crisis response requires the right people in the right roles and their effective performance of those roles.

We believe that understanding your mission and values plus clarity on chain of command equals speed, which is one of the most critical elements of a successful, reputation-saving crisis response.

These are two questions you need to answer in order to use this equation. First, what do you actually stand for? This is not the buzzwords you use in big meetings or in marketing materials, but it is the actual values the organization holds up as being most important. It’s the how and why the organization exists. Second, who is truly in charge of a crisis situation? This gets into how decisions are made, by whom, and with whose approval?

If you know both of those answers, your organization will be able to respond quickly and effectively. If there is uncertainty, or misalignment, then the response could very well make the reputation hit worse than the actual crisis.

If you get in front of a storyline and own it, you will get through a crisis. If you flounder, you’re playing from behind.

Credible, effective crisis response requires speed. In Kith’s view, speed requires alignment between an organization’s core values and its chain of command. Using the elements of the 7-S Framework, when applied to crisis response, the Kith CReD Snapshot provides a quick road map to identify gaps in readiness, which can then be addressed before a crisis occurs.

The Kith CReD Snapshot is free to take. Its insights into your organization are yours to use with no obligation.

We are here to help. At the end of the online questionnaire, we’ll ask if we can follow up with you to discuss your organization’s crisis readiness and how we might help you on the journey from where you are to where you want to be.

I Want to Know My CReD Score

Click the Take the Snapshot button below to get started.