“The Chinese use two brush strokes to write the word “crisis.” One brush stroke stands for danger; the other for opportunity. In a crisis, be aware of the danger, but recognize the opportunity.” – President John F. Kennedy.

Even though toy-manufacturing giant Hasbro hadn’t been forced to issue a single recall related to 2007’s lead-paint scare, the company heeded this sage advice to make the most of what could have been a disastrous situation. Hasbro knew that when a crisis is industry-wide, even the innocent can be tarred with the same brush that stains the brand credibility and trust of those that brought it about.

So rather than rest on its laurels and simply hope that the toy-buying public would recognize that its products were safer than its competitors’, Hasbro seized the opportunity inherent in crisis. Through its highly-effective “Total Safety Program,” the company distanced itself from the competition, branded itself as the gold standard in toy safety, and even assisted its industry partners by turning attention away from the manufacturers and correctly toward a regulatory structure badly in need of reform.

Hasbro emerged from the industry crisis as a leader – and it was recognized as such by consumers, investors, lawmakers, and the news media. In October of 2007, the company reported a nearly 64 percent increase in profit to $161.6 million, or 95 cents a share, from $99.6 million, or 58 cents a share, just a year prior.

President Kennedy’s words ring just as true today as when he first spoke them. Every crisis presents an opportunity. If it is recognized and seized, even the most destructive events can be transformed into springboards to future success.