Game rules have been permanently changed

If there is one moment to live in the now, it is now. The relaxation of the corona measures of the government makes it painfully clear to us that we are entering a time when we can only do a small part of what we want to do. Everywhere is a “max” (if in max 30 people), except at our mutual distance (if in at least 1.5m). The consequences of this quickly find their way to our clients. Rabobank predicts that all sectors will be affected, with the exception of specialized business services. With the exception of that again: the communication industry.

The new new work

It is called the Corona honeymoon, the time when the restrictions were just announced to keep the Virus off the body. Quite fun, cocooning was redefined. You can work at home and we do the Vrijmibo via Zoom. Of course with a Coronaatje in hand.

But we have now moved on, and are beginning to realize that the way we work has changed radically for a long time. It is therefore necessary to have a good workplace at home. If you don’t have it yet, you have to make it. (In my village the contractor is working overtime!). But not only the house, we all have to make a mind shift. Because working from home eliminates the need for 9 to 5. Good, because that saves a lot of unnecessary hours in traffic. Why haven’t we started doing that much earlier? Another advantage: at home you are not in such an outdated setup that is the office garden. Everyone knows it’s unproductive, not to mention the health risks.

It is best to exercise in the afternoon, to work in the evening. Bet it will make you more productive? The risk of overcompensation then lurks: many people compensate an hour of non-work during the day with two hours of work in the evening.


All too often I hear from management who still like it when the staff work in the office. Presence is then the guiding idea, while it should be output.

In 2020 we have to break free from the rules that emerged shortly after the Industrial Revolution. When management and employees were enemies, and did everything to take down each other. Nowadays we work with and not against each other, and everyone knows what is expected of him or her. Most do their best to at least meet, if not exceed, this. Who still judges people on their presence? If people don’t work when they are out of the office, they are wrongly hired. Ultimately, the following applies: It’s The Output, Stupid.

How do we proceed?
“Never let a good crisis go to waste,” and that’s the way it is. This crisis does not force us to our knees, but offers us an opportunity to critically examine all our habits. To try out ideas about how things can be done differently and better. In his last press conference, Rutte explicitly invited people to think about solutions. Changes often come from the workplace, rather than from meetings held with the door closed. Listening carefully to what is going on in the workplace only makes a company stronger. Of course, people continue to productively spend the days they don’t have to be in the office at home. This saves many petrol kilometers and ditto emissions. In the long run, it will be possible with less office space, something that is new in the advertising world but has long been accepted in the outside world.


Investing in personnel is more important than ever. It would be a shame if loss of turnover led to the cancellation of training courses. While it is an obvious measure, it is also one that is unsustainable and eventually leads to impoverishment of knowledge. A nice side effect is that everyone who was allowed to do an education has also become more loyal to the employer.

The goal is to emerge from the crisis stronger than we entered it. And thus come to sustainable solutions. Modern solutions that we know work and that we may have had to implement much earlier. The necessary adjustments due to the exceptional time in which we now have to function has one advantage: we have seen that things can also be done differently.

This blog is written by Vincent Mispelblom Beyer, director of Flexfirm: casting and coaching for everyone in communication


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