A discussion about the process, steps and options of starting a new business

Not a literal "tornado", necessarily. 

But what if a major problem or crisis hit your business?  What if there were an emergency that required you to talk quickly and directly with your customers and employees?

That's the question that Seth Godin is asking as he talks about the freak tornado that shut down parts of NYC the other day.  It was just a case of some bad weather rolling through the area, but the fact that city officials didn't have a communication plan to get information to its citizens caused more of an outrage than all of the weather related damage.

Do you have a good communication plan for your business in the event of an emergency?

You should.  There's a lot of city officials in New York that would back me up on that.