Do you have comments, questions or feedback on this article? Please share your thoughts at
Subscribe to the challenge via email or RSS at http://www.therevenuegame.com/ceochallenge.
The monthly CEO Challenge is published by The Revenue Game, a revenue consultancy that helps clients
generate predictable, profitable growth. To get in touch with us directly, please contact Jane Adamson, CEO, at
(866) 356-8979 or firstname.lastname@example.org.
The CEO Challenge for May 2010
Have we entered a New Normal? Hardly.
I have a bone to pick with the phrase “The New Normal” and how frequently it’s being tossed
around these days. Yes, we’re emerging from a disastrous global economic crisis. In the
aftermath of a tsunami, it’s tempting to look around and call the new landscape “The New
My discomfort derives from the implied assumption that there is a “normal” at all. It’s dangerous
for businesspeople to be thinking that way. It lulls companies into complacency and blinds them
to the constant evolution that takes place in the marketplace every day.
There really is only one normal … change.
RECESSIONS ARE NORMAL.
We experienced two recessions in this past decade. Over the last half century, we’ve averaged
one every 5.5 years. For example, in this graph (page 2) we see recessions in red and the US
civilian unemployment rate in blue. Recessions are regular and normal. Changing employment
rates are normal.
(graph, next page)
The CEO Challenge for May 2010 – page 2 of 6
Do you have comments, questions or feedback? Please share your thoughts at
Subscribe to the CEO Challenge via email or RSS at http://www.therevenuegame.com/ceochallenge.
Here’s another example: the annual change in commercial and industrial loans in the US each
year. Over a few years, the fluctuation can be significant: