Weather’s a funny thing. It can create a strong sense of community across the widest of demographics in no time flat, as evidenced by Hurricane Sandy.

If you’re a business and your customers are affected by these events, do you engage your community and provide for the common good, or do you think of short term profits instead? Kimpton Hotels, which already does an exemplary job creating great customer experiences, sent an email out shortly before Sandy hit telling its customers if they needed a place to stay for the night, they could get a room for 20% off. How many other hotels jacked up rates instead reflecting the increasing demand?

Where would you rather stay?