A new normal will come once the world gets a grip on the novel coronavirus.
But life is probably not going to get “back to normal” as we used to know it. In a world where society in general has woken up to the enormous value provided by carers and essential workers, I expect to see significant changes in what people are willing to pay for.
Consumerism is dead, long live consumers
I doubt that we’ll see a total reversal of the thing-driven consumerist economy that we’ve grown so used to. Indeed, I think in an immediate post-lock-down world, we may see an increase in purchases of poorly-made clothing and weird and wonderful gadgetry of all kinds. And coffee-shops, restaurants and pubs will probably do well too. Just because we can.
But after that initial heady rush to do what’s not been allowed, I wonder what we’ll be ready to spend our money on in the longer term.
My best guess is that the world will have realised that well-being is far more important than being well-dressed. And that a self-aware grasp of who you truly are brings far more happiness than a self-conscious concern over who has the most recent phone.
I hope we’ll see a willingness to see our nurses, carers, shop staff and other service workers properly paid. But I also think people will be willing to spend money on their own general awareness and well-being.
The new normal at work
I also predict that we will see a major change in how people work. Workers and bosses alike have been forced to realise that it really isn’t necessary for us all to squeeze into the same physical space. Teams have managed to collaborate perfectly well from the comfort of their own homes. Work has still happened – and often better than before. And many people have become used to that more relaxed lifestyle, and they’re going to resist going back.
I believe there is also a high probability of there being fewer jobs to go around. And that, coupled with the realisation that physical presence isn’t a must, will mean an increase in part-time, child-friendly, and job-share hours. Which means more spare time for all, not just those with no jobs and no money.
The new normal income
Fewer jobs and more part-time working from home is likely to mean the average household’s spare income will drop. But the reduction in consumerist spending-for-the-sake-of-spending will, to an extent at least, offset that.
People will still have spare cash, but they’ll be more careful about what they spend it on. But the lower discretionary spend is going to mean you a rethink of your product offering.
Real value
With less cash sloshing about in the economy, and people being more conscious in their choices about what to spend it on, what can you do to be ready for that?
The simple answer to that is: add real value to real people’s lives.
If your work is about helping people achieve better health or living more fulfilled lives, this is your time. People have been shocked out of their complacent consumerism, and will be looking for genuine help to get back to a life that has more meaning.
For many, it will be the first time they’ve even realised there was something missing from their pre-lockdown life. That’s a scary place to be, and your work is needed to help them find their feet again. What can you do to reassure people and help them find their new direction?
Easy Access
Just as people have realised they don’t have to travel to work, they may also question whether they need to travel to work on themselves. And people are going to have less cash, so you may need a way to charge each person less. That means reducing the per-capita cost of delivery, or increasing your own time-efficiency. That way you still get to make a living.
Ease of access isn’t just physical, it also means being financially easy to engage you. So think about how you deliver your work, can people consume it virtually, or group setting?
Stand out from the crowd
The one thing that’s not going to change in a post-lockdown world is the need to be different. To know exactly what it is that’s special about you. And how that makes you the perfect person for your ideal customer to work with. In other words, what your unique genius is – the unique way you access genius to serve your favourite people.
A lot of gurus are suggesting that if you’re not rushing out a ‘lockdown special’ to take advantage of the time people have on their hands, then you’re missing a trick. They may be right, but while people are still upset and confused I’m not sure they’re in the right space to be making major life changes. And that means giving them time to arrive at their version of new normal.
I’m quite happy to see people doing things like Deepak Chopra’s 21-Days of Abundance programme. That’s currently doing the rounds in a sort of pyramid scheme of consciousness, and that’s good. It gives people some space to think, and time to reconnect with themselves. And I’m quite content for my colleagues who specialise in mindfulness and resilience to help people come to terms with their shock over the sudden change.
And meanwhile, it’s an opportunity for you to design a product that truly serves the needs of your particular tribe and sets you apart from everyone else once the dust settles.
Same Genius, new normal rules
That’s one of the reasons I’m taking my time to redesign the way I deliver my genius for en-couraging potential. Until I have a better idea of exactly what my tribe will be looking for in their ‘new normal’, I could waste a lot of time creating something that’s not going to serve them fully.
Your genius is something that is so much a part of you, it isn’t going to change just because the world looks a little different. But the people who need it may not be the same as before, and they may want and need something different from you.
The way you deliver it may need to adapt and change, but your genius remains the same. How will you deliver yours in the new normal world that comes out of this crisis?
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