Not as things appear

The more you talk to popular brands, the more you realise:

Things are not as they appear.

They’re hurting. From the market conditions. From one global disaster to another without breaks. From rapid shifts in customer behaviour.

They’re unclear. About what is going on. About what is going to happen next. About how to chart a path forward that will work without a map.

They’re afraid. Of the upstarts. Of what the future holds. Of whether or not they’ll have the innovation and execution to stay relevant.

So. If you’re feeling any of these things in your work, you’re not alone.

Keep going, friend.