Dan Haugen

I had an energizing conversation Thursday with the guys at Element Six Media, a green advertising and branding firm in Minneapolis that builds campaigns around sustainable earth materials and social media buzz. I’ll be unpacking my interview notes in the next couple of weeks for a story on The Line, but I wanted to share one snippet now that particularly lingered with me: This is the New Economy. If we’re waiting for things to turn around or resume to normal, we’re wasting time because this is the new normal. Here’s how co-founder Maikel van de Mortel put it:

“We don’t talk in terms of things turning around. This is the new reality, and we’re at ground zero. The question is: how are we going to build up. The problem is that not everybody has come to peace yet with that new reality, and as long as that doesn’t happen, if you’re not at that point, then you’re going to struggle. The truth of the matter is it’s not going to go back to what it was. We’re not going to see profit margins as high anymore as they used to be. We’re not going to be able to charge those dollar amounts anymore as we were used to. Every single industry is going to have to face some realities, because people are going to object. It’s just part of the new economy. Every day that we talk about how things were, we’re waiting for things to turn around, is time that we spend wasting. That’s what’s really unfortunate. We can’t waste our time. We can’t afford it.”