A final marketing lesson from my father in law

My father in law has been in declining health for several years and passed away last Friday. In spite of the extended time my wife and I had to prepare, when his illness advanced to the point where the demands on her time were extreme, it changed the balance of our relationship. I had to adjust.

Even knowing this I found myself constantly reminding myself to be attentive to and supportive of my wife, her mother and her brother during the weekend of his funeral. In other words, I knew in my head that the status quo had changed yet the “rest of me” was operating as if this new situation was some kind of unfair and certainly unwelcome intrusion into my comfortable and familiar world.

Isn’t this what architects are dealing with today? We know in our heads that the world has changed, yet we find ourselves stuck in the old paradigm, and complaning about how unfair it is. We deserve better than this! A wise friend constantly reminds me that I will be better off when I remove the words “fair” and “deserve” from my vocabulary. This is it. This is what I have to deal with. No one cares if it is fair or if I deserve better. Now, what am I going to do about it?

Even in less cataclysmic times our client’s worlds are continually changing and we, because we serve them in a relationship, must change as well. Enduring relationships require balance or they fall apart.

Today I am re-framing my view of the world to include the reality of a devastating loss. Tomorrow may require the same. I’ll find out tomorrow, if I am paying attention.