Let's Not Return to "Normal"?
Courtesy of Universal Pictures

Let's Not Return to "Normal"

One thing is certain about these uncertain times: they are indeed unprecedented. They have turned the global economy on its ear; revealed the true value of those parts we assumed were worth less to the whole; and they exposed a system that many turned a blind eye to. What will we do next? Many have used the phrase “return to normal,” while others have declared there will be a “new normal.” The truth is, whatever comes next will also be unprecedented. So what if we threw out “normal” and instead shot for EXTRAORDINARY?

Normal had many of us prioritizing work over family, rushing out the front door with a half-baked hug and kiss for those we loved only to give more time to sports or pop-culture chatter in the office hallways. Staying up late nights huddled over a laptop instead of cuddled with a spouse listening to how their day went.

Normal had most of us bypassing the janitor without so much as a “hello” or taking our coffee from the counter without so much as a “thank you.” Jumping in and out of taxis, on and off of busses and trains without ever breaking focus from our devices to make eye contact with someone else.

Normal had all of us disregarding marginalized populations, saying things like “Why are YOU like that?” instead of recognizing that the conditions we placed them in were designed to keep them there.

But what could extraordinary do? Extraordinary could allow us to prioritize family over work. It’s the company that encourages its employee to wait at the bus stop with their kids and then come into the office. It’s the job that recognizes that the “9-to-5” is based on the old factory days and that flexibility in the work schedule is necessary for some. It’s the company that trusts its remote employees but understands that there may be occasional distractions. It’s the employer that understands that quality of time is more important (and productive) than quantity of time. Extraordinary is recognizing that happy employees will in fact work harder and smarter.

Extraordinary could allow us to be more thoughtful, generous and compassionate. It’s saying a kind word first—and not only when one is thrown at us. It’s a simple “hello” or “thank you” to the person in a service industry—not because they served you what you wanted, but because they are not invisible. It’s recognizing that the adage “the customer is always right” has gone to some of our heads as customers. It’s understanding that each person’s role is important—if there was no custodian, there’d be no clean restrooms for you to use; if there were no teachers, you’d be the default substitute; if there were no nurses, the doctor would never see you. Extraordinary would have us truly believing that we, as a whole, are greater than the sum of our parts, but that those parts are all important for the function of the whole.

Extraordinary could allow us to break down our oppressive systems through the engagement of more of the unaffected. It’s understanding and reflecting on our own identities, biases and privileges. It’s recognizing that those in economic despair have limited access to many of the resources we take for granted. It’s being brave enough to ask “What is meant by ‘systemic inequality or ‘systemic racism’?” AND “How can I personally help?”. It’s knowing what a “food desert” is and that it shouldn’t be a thing in a country that has to destroy crops during a pandemic to avoid “wasting” them. It’s knowing what “redlining” is, why it was done and what its lasting effect has been. It’s questioning employment inequality and what your company is doing to combat it. It’s calling your congressperson or senator about the conditions in an area where you don’t live. Extraordinary is allyship to the nth degree: saying and doing what must be said and done for those who don’t have the power to do so.

That’s something worth returning to.  

RetroFuture Coffee Anthony Robinson

Owner at Retrofuture Coffee Owner of Retrofuture Cafe

4 年

Since I been on Linkedin, you have had great posts!!

回复
Julian Gordon, MBA

Technology | Strategy

4 年

Excellent post, Jeff Marshall! You're absolutely right. We need to be thinking forward.

Marcelo Salup

?International CMO ? McCann ? FCB ? Strategy ? Advertising ? Marketing ? Media ? Award-Winning Creative ? High-stakes Negotiations ? Company Launch ? Team Leadership ? Startups ? Branding ? Digital ? Direct

4 年

By the way, your article was way too tame Jeff Marshall. Work over family is nothing compared to the real new normal: anti-education, anti-science, people making their own facts, fake news (and people believing them) in all social media, nazis marching openly and a president saying "there are fine people there too", open racism, children thrown in cages and no one caring, anti-gay speeches by elected politicians... To me, this is the new normal that I don't want to go back to. Never mind whether I rush out the door or my wife rushes out the door (we both rush). The new "dark ages" normal is what we need to make a concerted effort to avoid.

Marcelo Salup

?International CMO ? McCann ? FCB ? Strategy ? Advertising ? Marketing ? Media ? Award-Winning Creative ? High-stakes Negotiations ? Company Launch ? Team Leadership ? Startups ? Branding ? Digital ? Direct

4 年

Considering what "normal" has meant in the last 3 years, yeah, why go back to "normal"? I would welcome returning to "way better"

Jonea Gordon

Product Privacy @Amazon (Ex-Google, Ex-Meta) | Adjunct Law Professor

4 年

This was an excellent read! Loved this part: "Normal had many of us prioritizing work over family, rushing out the front door with a half-baked hug and kiss for those we loved only to give more time to sports or pop-culture chatter in the office hallways." The only part of "normal" that I miss is the job security, which arguably was never real anyway.

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