Will things ever get back to “normal”?

Meaning, when will society not look like a giant hospital?

When will people stop wearing face masks on the beach?

When will sports events not look like they’re being played in a funeral home?

When will we go to a concert and not feel afraid of speaking to a stranger?

When will this, when will that…

Those are all good questions, and I’m looking forward to the time humans can interact with each other the way we were created to as much as the next guy.

But while the covid issue has been probably the most conspicuous event that has dramatically altered human behavior, it’s far from the only one – and in each case a “new normal” was created as a result.

Like the Federal Reserve being created in 1913, which enabled the U.S. government to print money at will without resorting to (more) taxation to fund its less-than-reputable activities. That alone has created far more damage worldwide than the coronavirus ever will, but barring a breakup of the United States (which some say is inevitable in the next 10-15 years) I don’t see a return to whatever was “normal” in 1912 any time soon.

Or the Roe v. Wade decision of 1972 which has disallowed millions of babies from giving the opportunity to live like everyone else (a new podcast is coming up on this, which is why it’s on my mind.) When will that one return to normal?

The truth is, “new normals” are constantly being created, be it on a global or a personal level. The entrepreneurial mind and personality is always on guard for what is going to change, and is prepared to adjust accordingly.

I’ve personally heard many stories about businesses adjusting fire and creating entirely new elements to their offerings (mostly online) when they were forced to close their doors a year ago. They’re doing better today than they ever would had things remained “normal.”

Perhaps you’ve heard similar stories.

One thing that can overcome all these “new normals” with far more efficacy is a personality-based brand.

For example, Joe Schmoe the ex-olympian, or NFL star, or independent podcaster who’s gained a following based on his personality has a better chance of surviving a shut down of his brick and mortar fitness center than some one-off gym located in the basement of the building on the corner of Second Ave and Secondary St.

Why? Because people go to Joe’s gym because of Joe more than anything else. If his gym closes because of a covid-like panic, his followers will follow him in whatever he does to adjust to the “new normal.”

That’s entrepreneurship. It’s not filling out a government form, it’s not hiring employees. It’s being a leader, a trend-setter, going the opposite direction of what everyone who’s playing it safe says to do.