By Eric Devericks, Chief Experience Officer
“What doesn’t kill you makes you stronger.”
I’ve always thought this platitude was (at best) half-baked. With all due respect to Friedrich Nietzsche’s Twilight of the Idols (where it originally appeared in 1888), there are plenty of things you can do to seriously injure yourself that won’t exactly kill you. But most of them won’t make your life any easier — and they won’t always teach you large, meaningful lessons about life either. Some things just hurt. Plain and simple.
The COVID pandemic has affected pretty much every corner of society — and experiential marketers have been hit as hard as anyone. At EWI, we had a lot of exciting things in the pipeline for 2020, and some of our very best work was put on hold, as show after show was postponed and/or canceled and many retailers scaled back.
A lot changed in a very short time. But (here’s the silver lining) not all of the change has been bad.
COVID has forced us to stretch our creativity. We’ve had to learn on the fly what constitutes a “meaningful experience” in an often shifting new normal — where customer health and safety are of utmost importance and evolving rules and regulations play a role that none of us could have anticipated. We have long held that constraints often lead to better design, and this situation is no different. To be sure, the world around us will continue to change, but our ability to adapt has never been stronger.
And COVID has had a tremendous unifying effect at EWI. We’ve come together to work in new, creative ways, and our work feels fresh and exciting. It’s no secret that strong, engaged teams deliver better results, and the events of the past year have brought us together, putting us in a position to serve our clients in the best possible way.
As Nietzsche’s adage goes, this has made us stronger than ever. We have lots of updates in store for 2021, and lots of new thoughts and ideas we are excited to explore.
So stay safe and stay tuned.
A brighter tomorrow is just over the horizon.