As businesses navigate the COVID-19 pandemic, most leaders are focused on when the economy will restart and how their organizations can return to normal. Steve Wunker, managing director at New Markets Advisors, argues that these questions are founded on a false premise. This worldwide pandemic is not a mere pause. Rather, it is a “great reboot” that is driving fundamental changes to the economic operating system as well as consumer needs and preferences. On an APQC webinar, Wunker explained how these changes create opportunities to apply innovation to the cost side of the business through “costovation.” He shared case examples of successful costovation and explained how leaders can apply this approach in their own organizations.