AUTHENTICITY OVER IMITATION: CHOOSE YOUR PATH - VISIONARY OR POSER

I want to take a moment to respond to the numerous messages, emails, texts, and phone calls I’ve received from friends and audience members asking me to react to [insert latest controversy / imitator brand / actions by someone we let go, etc.].

1. First, thank you for recognizing the genuine work we do and for calling out the posers. Your support means the world to me, and it reinforces why we continue to push forward.
2. I also deeply appreciate your gratitude and agreement with the principles we stand for: simplicity, the need for branding, and creating a unified approach to emergency management—not just for public safety but for all emergency managers in every sector.
3. Thank you for supporting our definition of emergency management and emergency services that we established at The Readiness Lab years ago. You get it, and you’re the reason why this profession might survive. Many of you have shared your frustrations about amateur ideas from some members in other groups and how they’re slowing the process of the field. I want you to know—I’ve got your back.

Don’t get me wrong, I actually think some of these other organizations, who aren’t our competitors (we don’t have competitors, let’s be real), have a positive part to play—especially if they focus on what they’re good at. Emergency management doesn’t need more debates about definitions or theoretical exercises. The field needs leadership that delivers results, clarity that cuts through confusion, and collaboration among professionals who share a common mission. While additional definitions aren’t necessary, the field can and must focus on addressing persistent challenges like scope creep, true professionalization, and creating a unified identity.

The Readiness Lab’s role in the field is unique. We focus on advancing emergency management with clarity and practical solutions like branding, interactive NLEM certifications, and outreach. Other organizations play valuable roles in networking, connecting professionals, and yes, sharing ideas. However, attempts to mimic the work of The Readiness Lab continually demonstrates a misunderstanding of their impact and, quite frankly, shows a total lack of vision.

With constant outreach by fans, why haven’t I addressed these concerns head-on?

Honestly, I think it’s a distraction. I don’t want to give bad ideas or imitators any more attention. More importantly, I aim to stay positive. With such a vast podcast audience—some of whom are in these groups—I’d rather extend an invitation to pull them toward the light of good ideas than burn bridges and leave them to struggle alone.

Our focus is on advancing emergency management by building strong brand identity, creating interactive training opportunities, showcasing innovative technologies, and providing a clear example of what EM should be.

Emergency management is strategic coordination of emergency services, supporting the mission to protect life, property, and continuity of operations.

Too many in this field feel stuck, unable to gain traction with stakeholders, leading to burnout. We aim to create a pathway from frustration to fulfillment. That’s what drives us—not what other groups are doing.

Frankly, I spend zero time focusing on imitators, their mimicry, or their attempts to distract us. One of our most successful posts actually came after one of these groups when they tried to blast our definition and rebranding of EM. The result? Record-breaking TRL merchandise sales and an outpouring of positive feedback. Social media picked it up, and it resonated with people who, like us, see them for what they are.

Interestingly, these same groups are once again trying to copy the approach we pioneered—but with poor results. It’s a reminder of why leading with authenticity and clarity matters. While I hope these individuals eventually wake up and join the effort to move this profession forward, we’re not waiting for them. We’ll keep pushing ahead, staying focused on the work that matters. When they do something exciting, we’ll cheer them on too.

It’s also exciting to see the "Next Level Emergency Management" icon used by The Readiness Lab has become a symbol of rebellion against taking a back seat or merely creating bricks on a shelf. If it represents a shift away from outdated, small-minded, siloed approaches and toward real innovation that leads to greater lifesaving and life-sustaining work in all phases of the disaster lifecycle, I’m all for it.

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-John Scardena

Host of the Disaster Tough Podcast

Founder of The Readiness Lab

CEO at Doberman Emergency Management Group