Not so fast.<\/p>\n
That seems to be an oft-repeated phrase these days.<\/p>\n
Imre and I like to compare notes on how the novel coronavirus is affecting life on our respective sides of the pond. In many ways, the German and the U.S. responses have not been that different, news reports to the contrary. Most importantly, Germans and Americans are both very hopeful business\u2014and life\u2014can return to normal soon.<\/p>\n
When my colleague wrote \u201cthe lockdown due to the corona crisis is almost over,\u201d it seemed like it was. Summer was starting and many European and American states were cautiously re-opening amidst a \u201cflattening of the curve.\u201d Then spikes started appearing. Governments hit the pause button. Businesses closed their doors again.<\/p>\n
Not so fast.<\/p><\/blockquote>\n
Idioms are important. They are part of a culture\u2019s personality. They\u2019re a shibboleth that clues an audience in that you understand them. This is the very reason Imre Szerdahelyi and The O\u2019Connor Group have decided to partner. Having worked together on opposite sides of the Atlantic, we each saw a need to bring effective communication\u2014idiomatic marketing and strategy\u2014to each other\u2019s countries. By understanding the challenges U.S. and Europe-based companies face, whether from SARS-CoV-2 or global policy changes, we feel our EURUS partnership can benefit everyone.<\/p>\n
But the other thing about idioms is they become so ingrained in a culture, no one stops to think about what they really mean. To Americans, \u201cnot so fast\u201d means STOP. But that is not what those words mean at all. Literally, \u201cnot so fast\u201d means, \u201cproceed with deliberate caution.\u201d<\/p>\n
Not\u2026 So\u2026 Fast. It all makes sense.<\/p>\n
At the beginning of the pandemic, I wrote that we would not have a permanent shutdown, that human needs would not brook a prolonged closure of commerce unless the disease was truly diabolical. However, we\u2019ve seen that reactions based on (understandable) emotions and desires sometimes lead to reversals (in this case, the rollback of re-openings).<\/p>\n
The watchwords for your strategy going forward could be not so fast<\/em>. Meaning think strategically<\/em>, plan deliberately<\/em>, consider contingencies<\/em>, and most of all, communicate your path<\/em>. Communication reassures. It demonstrates transparency and fosters trust. Most of all, showing you are moving carefully allows your business to blaze a trail between reckless abandon and frustrating timidity.<\/p>\n
The balance between boldness and caution will be different between companies. On the global stage, it may even differ between countries. The smart move is to work with a marketing and strategy firm that understands the idioms in the regions where you work. Because sometimes even the idioms are misunderstood.<\/p>\n","protected":false},"excerpt":{"rendered":"
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