• Amanda Whittaker


The New Normal


We are all grieving “how things were” before this pandemic. I keep hearing about a return to normal or some “new normal" we're waiting on to start.


Truth is who we are, what our businesses look like, how we operate will all look different in 2021 so clinging to our old normal is futile.


Rather, I choose to find the joy in the innovation around us, the smiles and waves happening around the neighborhoods, the focused time on really important projects and an acceptance that not every day is pretty, this is harder than I thought it would be but man, what a cool thing to experience as busyness is shut down and meaningful work is open more than before. If that's the new normal, then great, I’m in. But personally, I don't have any desire to go back to the way things were.



In our world, we find ourselves debating strategy vs. execution, activations vs tactics, is this a campaign or an initiative and yes, we have a point of view on what each of those are defined as.


Truth is, it kind of doesn’t matter. The real discussion in this industry that isn’t happening enough is how brands are seemingly overvaluing activity over results. Too often we see an eagerness to play the game (aka speak on a stage, fill out the tracker, turn in the recap) but not the same energy in their preparation or practice. The silver lining is found in knowing we will stand out when we first seek to understand, to listen more than talk, to freaking google it when you don’t know.


Shorten the upfront and get to “work”. Don't wait to be called off the bench. Do the work, show up ready to play and adjust along the way. Action creates momentum which creates results. If things, people, situations aren’t working for you, it’s not their fault, you have the power to change.




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