First there was the normal. Whatever that was.
Then the ‘new normal’. That was a hoot.
That changed when the new normal was proclaimed to be the normal.
What’s next? The old, new normal becomes the new, newer normal?
The only certainty about normal, is normal is one of those words that if you keep saying it, it doesn’t sound… normal.
Like lump, hoist or porridge.
This weird phenomenon is called ‘semantic satiation’ which has the beautiful irony of sounding weird when only saying it once.
Back to normal. That’s this newsletter, not the state.
I’m putting a stake in the ground. There is no normal.
Never has been, never will be.
It’s just an overused word for usual.
And these are unusual times.
Stop looking for normal (new or any other kind); it’s not coming, it never was.
Embrace unusual.
Unusual times are ahead.
Of that I can be certain.
Be Brilliant!
