Both terms became popularized by
the mainstream media, which for a
period of time seemingly repeated
these slogans at 15 second intervals. I
became convinced that network
television talking heads had conspired
amongst themselves to see just which
one of them could insert both terms
more frequently into the pertinent
news stories of the day.

But, it appears that the jury remains
out on “the new normal,” my personal choice for slogan of the
year. A risky choice I admit in an election year which will
likely produce many competing slogans by politicians of both
parties attempting to gain a political advantage over their
opponent. Even Wikipedia hasn’t weighed in on “new
normal” yet.

The mainstream media has loosely defined “the new
normal” as how the current recession has or will impact the
lives of average Americans.

To self-employed entrepreneurs like myself, “the new
normal” will likely represent one of two realities however:

• The reason for a self-employed entrepreneur’s demise, or

• The unlimited opportunities for the future.

I believe the choice of either option is largely our own.

I concede that the current recession has dealt near death
blows to certain areas of our economy including the real
estate and residential construction markets. But I’ve also
witnessed first hand how a number of both realtors and
builders have adapted to changing consumer trends brought
on by the recession, to create new and profitable niche
markets for themselves.

Our emotional reaction to all that has happened in the last
year or two appears to have played a greater role in our
demise or success than the economic fundamentals
themselves.

For some of us, the “new normal” represents the need for
change that many fear more than the recession itself.

Still, for others, the “new normal” represents the
opportunity to identify marketplace changes, which if adapted
to and embraced, will offer the potential to create unique
competitive advantages resulting in unlimited possibilities in
the future.

While the choice appears an easy one, fear remains a
powerful force which in the evolutionary world of small
business will select the winners and the losers. But your small
business need not rely upon natural selection to determine its
future fate.

This “new normal” is creating both risks and rewards for a
bright new future for America’s small business community
which, if ignored, will determine your future for you. EK

It’s difficult to determine
at this early date whether
the term “new normal”
will gain a foothold into
our American vocabulary
such as “gravitas” or “peace
divided” did during the
early Bush era.