by Christopher Tompkins | ENTREPRENEUR LEADERSHIP NETWORK CONTRIBUTOR
There will always be forces that throw your plans by the wayside and recalibrate — whether they take the form of political changes, a natural disaster, a cultural shift or a once-in-a-lifetime pandemic. So for marketers, the question is not “How can we plan for the new normal?” but instead, “Why are you expecting one?”
While on a general level the phrase “new normal” just represents a desire to get back to times when we weren’t all constantly stressed out and life didn’t depend on being highly socially and politically aware, what it really represents is a desire for stagnancy. To be able to take a breather. But no matter what’s going on in the world, marketing has never been about taking a breather.
This article originally appeared on Entrepreneur.com, on September 19, 2021. Read the rest of the article here.