“You know what sucks most about this lockdown?”
I put the question to Hayley over dinner last night.
She was a bit busy wrestling a spoonful of baby food into seven-month-old Esther’s mouth, so I put down my fork and waited.
When she looked at me I said:
“I don’t think my social life has changed one bit. But it sucks that we can’t go to Japan for years … and what if they never find a vaccine? Can we never go again?”
See, Hayley and I both love Japan.
She loves the takeaway gyuudon and vending machine coffee.
I love the fact that everyone there speaks Japanese, my fave language.
But of course, there’s no international travel on the cards for quite a while now.
And so I was joking about what life might look like ten years from now, in a world where our lockdown behaviours are the new normal.
I can just picture sitting there at dinner with 13-year-old Eli and 10-year-old Esther:
“Your mother and I were alive before the Great Lockdown, you know,” I say.
Eli taps away on his iPhone 16S, bored.
“You could actually go to other countries,” I add. “We actually physically went to Japan!”
That gets Eli’s interest. He puts down his phone.
“In those days, you could go down to Woolies and stand within 1.5 metres of someone else.”
As I say the words “within 1.5 metres”, I lean towards the kids to make my point.
Habitually they pull away, and throw their arms out in front of them to maintain social distance (like they’ve been taught in school).
I lean back and chuckle.
“Even better, get this: those sport games you watch on YouTube II — thousands of people used to actually go to watch them in person! All gathered together!”
Eli and Esther’s mouths both open in shock.
“B-but that’s not COVIDsafe!” they exclaim, in unison.
“Well, that’s not even the craziest part,” I say.
My voice drops to a whisper.
Eli and Esther huddle together with wide eyes, social distancing forgotten for the moment.
“No,” I continue. “Some people used to cough … INTO THEIR HANDS!!!”
“AAAAGGGHHHH!!!” scream the kids.
Of course, we can only imagine what things will be like in 10 years’ time.
And we’ll probably be wrong. (Did anyone’s prediction for 2020 include this?)
That’s why I’m always skeptical of clients who try to plan their marketing out too far in advance, so it’s totally set-and-forget.
The fact is, the world changes.
And the winners aren’t those who tried to plan it all ahead so they could take their hands off the wheel … but those who are quick to adapt, and throw their old plan out the window if need be.
And for that, it’s incredibly valuable to have someone on hand who can pivot and help you create new marketing ideas on the fly.
That’s the sort of thing I do.
It’s what I’m doing just this week with my dad’s business, as he rides the wave and launches a new COVID screening technology.
And I might be able to do it for you, too, if we’re right for each other.
But there’s a catch — you’ll have to be on my waitlist to know when I’m taking on new work next.
Don’t worry — there are a few people there, but social distancing is strictly enforced.