Edwin Dearborn

3 years ago · 3 min. reading time · ~10 ·

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“Getting Back to Normal” Is A Non-Survival Business Strategy For Many

“Getting Back to Normal” Is A Non-Survival Business Strategy For Many

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Like so many, I’m looking forward to getting back to my many routines. 

From visiting my favorite coffee houses, to going to trade shows, as well as networking with friends and colleagues in my city and within my industry.

As you know, we are living in extraordinary times. 

We have yet to see 90% of the long-term impact on our economy as a result of Covid19. We are just witnessing and assessing the first wave, of many waves, of the consequences from this international virus-response.

How and where we travel, how and where we invest, what businesses will last or not, and which new ones will emerge, will be changed for decades to come. 

The shock and awe of this biowarfare which emanated from Communist China, and how rapidly it developed and thus brought global economies to its knees, will leave an indelible mark upon our psyche and business models. 

“And once the storm is over, you won’t remember how you made it through, how you managed to survive. You won’t even be sure, whether the storm is really over. But one thing is certain. When you come out of the storm, you won’t be the same person who walked in. That’s what this storm’s all about.” - Haruki Murakami

Normal Isn’t The Operational Protocol Required

How long we have to adapt and cope, as best as we can, so as to emerge better and stronger is not something I can predict. But I am 110% certain of this: returning to how it was before is not our survival strategy.

Not for quite awhile. Or ever.

We will have to adapt to the new realities of being labeled “non-essential” by government authorities. What’s your plan for that?

If we are shut down again to the next virus outbreak, do we have enough financial reserves to make it and keep going? How we save money for a rainy day will need to be part of our future business strategy.

How will we train new employees, even manage them from remote locations, if we lose our prior employees because we couldn't pay them during quarantine?

These are just a few of the new realities we have to contend with and plan for so as to survive.

Marketing & Shipping Goods In The Future

We learned one thing while in quarantine: We can stay connected to the news and each other through social media and teleconferencing. Face-to-face meetings will be less and less.

I’m sure people will take a while to trust attending conferences with large crowds. Will we be so eager to shake the hand of a stranger in the coming years? Will we all be wearing gloves and masks as a regular protocol when we network in person?

While this may sound counter-intuitive, even controversial at this early stage of the game, we have to find the silver lining from this tragedy and emerge stronger, even better.

We must evolve our businesses, marketing, and investing strategies or we will always be wiped out at the slightest scare or shutdown. Moreover, with so many businesses wiped out already, there will be market share to grab for those who remained.

Social Distancing Proved The Powerful Need for Social Marketing

Amazon is going to have a banner year. They were poised to succeed because people could continue to buy during a quarantine. They are hiring massive amounts of new employees and their sales will be climbing for years.

This is how we must adapt. We must have new ways to find, engage, and develop new clients in ways that we may have never leveraged fully, or at all. 

How can we use the power of the internet and social platforms to continue operations and grow our sales?

Personally, I started reaching out more on my social channels. I created daily Facebook Live episodes, wrote more articles on LinkedIn about the new economy ahead of us, and posted so much more “micro content” on all my social channels.

My engagement exploded. Of course, almost everyone was home. But, I was offering real value and insights. The type that people needed to hear during this time of crises.

I became a media outlet. And this is the future for any smart business - YOU MUST BECOME THE MEDIA FOR WHAT YOU SELL AND REPRESENT.

There is no branding without branded content. 

A New Era Will Require New Skill Sets

To win in the forthcoming economy, you will have to learn new skills, know-how, systems, and marketing strategies.

Those who learn and adapt rapidly, will win. Those who don’t, will BK.

The shark has adapted for millions of years. The Dodo Bird is extinct. Regardless of the causes and circumstances, you will either adapt like a shark or you will go extinct like the Dodo.

Nature selects out the weak and removes them. Welcome to Earth.

For those with the will to survive, who have the Eye of The Tiger, there is a chance. But, those who possess that willpower will not whine or object to how “hard it is” to learn new skills and technologies.

I Adapted In 2007

After the economic collapse from the Great Recession, I came to two conclusions:

  • I need to be ready for anything.
  • I need to learn social media and content marketing. 

In 2007, companies like Facebook, YouTube and Twitter were just emerging. I knew that these offered alternative marketing opportunities for money-strapped businesses and entrepreneurs. 

Blogging was the new form of journalism. And so I started writing blog posts.

I went to work for a web design and internet marketing company in 2007, to learn from those that adapted early and were winning. And I’ve never looked back since.

In fact, I have written three books on the subject. Check Amazon and Kindle for two of those titles. As well, I have given hundreds of workshops on these subjects, written hundreds of articles, and have appeared as guests on multiple blogs, podcasts, and vlogs.

I teach people who to win, at a level of execution that they can actually perform and win at. 

If you need help to adapt to this new reality, please feel free to reach out to me. 


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