Great post. As a LiveOffice customer during the time Nick described (and currently), we had no idea they were that kind of crisis. Had we known, it could have prompted us to move our business elsewhere. The archiving that LiveOffice provides is very important in meeting regulatory requirements. I think a key requirement for a company in this situation is to not lose credibility with your customers. For example, if Nick had called us and said "You always wait to the last minute to pay, can you pay us today? We are running out of cash." it would have immediately prompted us to re-evaluate our contract.
Great post. Love the point about switching personas to deal with crisis situations. How do you know when to switch though? Sounds like it'll be exhausting to sustain a switch over a long period of time.