Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Twitter’s Caitlin Rush encourages brands to take a people-first approach to problem-solving. Below, in her own words, she shares the example of Uber’s effective response during pandemic lockdown—which led to positive sentiment on Twitter—and three ways for brands to keep authenticity and fulfillment at the forefront.