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This is part of a case series. Case B describes Tatulova's actions in response to the crisis. This included a meeting with President Putin to discuss the situation of small businesses. Tatulova's speech, in which she pleaded with him to support Russian entrepreneurs, made her very visible in Russia and propelled her into a nationwide role as the ombudsman for small businesses during the crisis. This new role provided her with an opportunity to influence at a broader level, yet it diverted time from nurturing her own business. Her choice to accept the ombudsman role provides an opportunity to discuss what motivates entrepreneurs to stretch and reinvent themselves and the role of communication and networks in crisis management.