Each individual experiences a crisis differently. Our research on COVID19 impact on the employer-employee relationships highlights it. How then mobilize teams if the ones see a crisis as a major source of risks, whereas the others perceive in it a bunch of opportunities? What does it mean for companies and managers when it comes to engage or re-engage employees? Aligning teams around the organization’s purpose is a powerful answer to these questions. But diving back into Maslow hierarchy of motivations beforehand is key to avoid any strategic unconsistency or reputation damage.