Business as Usual

[1983 Apple Keynote: The 1984 Ad Introduction YouTube 6:41]

It's an expression you've probably come across, business as usual.

The other side of the no comment coin. It says volumes without saying much. Especially when communications about how the business is keeping its promises are rare.

Instead, you'd like to know how things will change, given that circumstances have changed the context.

Situations, for example, that are:

  • weather-related, which has been on everyone's minds on the East Coast of the U.S.
  • digitally-based where your online presence becomes a strong signal associated with your identity
  • market-linked, given that there is so much volatility around what used to work

Often communications to customers come at the tail end of extensive internal deliberations that take weeks, even months. Yet they fail to take that process into consideration for external audiences – they're a black box.

Communications and messages providing too little background either fall flat or raise more questions than they answer.

Another example. Say someone switches from corporate to agency, or vice versa; they now see things from the other side of the table. Or say they are now independent consultants running a business and making a living on billable hours.

It's less unusual now than it used to be. If you never experienced making a living as a consultant you will likely not know the cost of an hour of your time. And you will probably miss an opportunity to reciprocate for all the times that person helped you.

Things are moving too fast to still be thinking business as usual.


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