OK, so the world’s different now.

The world has changed.

And the world is going to stay changed.

And because the world is going to stay changed.

You panic.

Because you’re still the same old you.

So what the fuck are you going to do?

How the hell are you going to get what you used to get?

Where the hell do you look for the answer to how to manage?

As the same old you.

In this brand new world.

The answer is simple.

All you need to look at.

Are Pancakes and Yorkshire Puddings.

Pancakes and Yorkshire Puddings. 

Here are the ingredients for amazing Pancakes:

  1. Flour.
  2. Eggs.
  3. Milk.

Here are the ingredients for amazing Yorkshire Puddings:

  1. Flour.
  2. Eggs.
  3. Milk.


The world has changed.

Work out how it’s changed for you.


With exactly the same ingredients.

Change the recipe.

Or in other words – pivot.


What you are right now is clearly enough for when you get to the other side.

Polish yourself up a little bit if you like.

But you’ve done things you are proud of in the past.

And you can do things you’ll be proud of in the future.

So don’t panic.

Be more Pancake and Yorkshire Pudding.

The ingredients you have are just fine.

Change the recipe.

If people ate only what they needed.

There’d be enough food for everyone.

‘The Platform’ is a new film from Netflix.

It’s set in a deep, vertical prison.

There is one prison cell per level.

And there are two inmates per prison cell.

A food platform moves from top to bottom each day.

Pausing for two minutes on each level.


At level one.

The platform is richly laden with plenty of beautiful food.

Enough food in fact.

To feed every single person.

On every single level.


As the film unfolds.

We see those at level one eat what they want.

Then it is level two’s turn to eat.

And so on.

The Platform. 

The mind whirrs at the irresistible simplicity of the setup.

The fact that there’s enough food for everyone.

So long as those at the top eat no more than they need each day.

But of course.

Those at the top do eat more than they need.

And that’s the mirror.

The mirror for us all to look into.

Right now.


There is enough bread for all of us.

And milk.

And toilet roll.

Yet because some grab all they can carry.

Instead of only what they need.

Others go without.


None of us anticipated the virus.

None of us anticipated that Netflix’s ‘The Platform’ would resonate so profoundly.

And none of us anticipated that public opinion would so quickly reframe some of the most privileged ‘go-getters’ in our society.

Those that could help lots and lots of other people if they wanted to.

None of us anticipated that perceptions of these people would shift so quickly from seeing them as successful, accomplished and admirable role models.

To seeing them as distant, self-serving, smirking shits.

But it has happened.

And whilst I hope we all eventually forget the dark shadow that Covid-19 will cast over tens of thousands of families in the coming weeks.

I hope none of us forget those on the higher platforms.


Whilst those below them.

Go hungry.

True story. 

And one of the best stories you’ll read on the subject of ‘The Best Social Media Strategy of All’.

I think that ‘The Best Social Media Strategy of All’ has two parts.

Part 1. Be yourself – unique, unafraid and interesting.

Part 2. Wait. For the luck.

That’s it.

The National Cowboy Museum.

The National Cowboy Museum is in Oklahoma City.

Their Instagram page was looked after.

For about 2,000 posts.

By (I think) the internal comms team.


From about the 2,290th tweet.

To the 2,336th tweet (today).

It was looked after by The Head of Security.

During the holidays.

He’s called Tim.


Here’s how the engagement went.

Across consecutive, very recent posts.

Internal Comms Team. 386 likes. 5 comments.

Internal Comms Team. 233 likes. 3 comments.

Internal Comms Team. 293 likes. 5 comments.

Tim, Head of Security. 14,000 likes. 681 comments.

Tim, Head of Security. 4,432 likes. 89 comments.

Tim, Head of Security. 3,346 likes. 73 comments.

Tim, Head of Security. 3,250 likes. 57 comments.

Tim, Head of Security. 4,320 likes. 71 comments.

Tim, Head of Security. 54,500 likes. 188 comments. (Toy Story video. Take a look. Brilliant).

The engagement has stayed at 5,000 to 15,000 likes and 150(ish) comments.

Per post.

To this day.

Social Media. 


Two things.

Part 1. Be authentic, unique, unafraid and interesting.

Part 2. Wait. For a bit of luck.

Take a look:

Go back 45(ish) posts (at time of writing) to Tim’s first post.

March 17th 2020.

‘Just heard this row.

In the kitchen.

It was scary!

First Voice:  I’ll just have 2 eggs thanks. I’m eating loads. Being in all the time.

Second Voice:  You want 5 eggs.

First Voice:  Sorry?

Second Voice:  You want 5 eggs. There are 5 eggs boiled in that pan. Eat them all.

First Voice:  Ha! No. Thank you. I’ll just have 2 eggs thanks.

Second Voice:  Eat 5 eggs. It’s OK to eat 5 eggs. And you’ll need a slice of toast as well. With butter. You can do that because eggs are good for you and because you love eggs with toast. And you love toast with butter. So eat all 5 of those eggs. With toast. And butter.

First Voice:  Look. You really aren’t listening. I’m eating loads. Being in all the time. I can’t eat 5 boiled eggs. And toast. And butter.

Second Voice:  Yes you can. Eat them all. You want to eat 5 eggs. And toast. And butter.

First Voice:  I fucking DO NOT want to eat 5 eggs warmed back up in the microwave. With salt and pepper. And toast from that brown seedy loaf. And the butter with bits of crunchy salt in that’s in the fridge so I can take my time and spread it in little slices on the hot toast.

Second Voice:  Yes you do.

First Voice:  I fucking DON’T.

Second Voice:  Yes you do.

First Voice:  I fucking DON’T.

Second voice:  Yes you…

First Voice:  OH ALRIGHT! I’ll each 5 fucking eggs and a slice of toast from that brown seedy loaf then. Spread with little slices of cold, salty butter so I can watch it melt before I eat it. Fucking hell. Are you happy now!? I’m already eating about twice what I ate before this fucking lockdown. And I’ve got you telling me to eat more and fucking more! Are you happy now?

Second Voice: Yes.

First Voice: Thank you!



Second Voice: There’s Creme Eggs on the sideboard.

First Voice: OH FUCK OFFFFFF!!!!



Just heard this row.

In the kitchen.

It was scary!

(Particularly as I was the only person in house).

If you’ve never met me.

This image will serve as a detailed introduction.


Take a look:


Izobel (aged 3) just talked me through it.

So I’ll do the same for you.

Here goes.

You have 2 eyes.

And a bald head.

You always have coffee in one hand.

And a creme egg in the other.

And your hair stands up.

Two arms.

Two legs.




That’s about it.

So if you see someone in the street matching this description.

It’s me.

If this fucking virus.

Is going to be as bad as they say it is.

(And I think that it is).

Then this is useful.


As the virus takes hold.

You are very likely to go through these feelings (see the graph):

  1. Denial. Avoidance. Confusion. Elation. Shock. Fear.
  2. Anger. Frustration. Irritation. Anxiety.
  3. Depression. Overwhelmed. Helplessness. Hostility. Flight.
  4. Bargaining. Struggling to find meaning. Reaching out to others. Telling one’s story.
  5. Acceptance. Exploring options. New plan in place. Moving on


Here’s how to ease the pain.

(A little bit).

  1. We need (to get and give) Information and Communication at the beginning. To get us through.
  2. Then we need (to get and give) Emotional Support at the low point in the middle.
  3. And as we come through, we need (to get and give) Guidance and Direction.

Good Grief.

There is no such thing as good grief.

But being prepared for the grief.

And knowing the three things that will help us and others.

At the beginning.

In the middle.

And at the end.

This will help us all.

You and Yours.

All the very best.

To you and yours.

This is going to be tricky.

(And don’t forget the get AND give bits).

When we choose to take downtime.

In usual times.

We should celebrate that.

But when downtime is thrust upon us.

As is happening right now.

We must be careful.

We must be careful because things grow in the new space.

In The Space Created.

And we must watch that.

We must watch what grows.





An opportunity for you to grow something amazing.

Something brilliant.

Something new.

So stay connected.

Stay structured.

Stay driven.

So when you start again.

As you will.

Be it 1, 3, 6 or more months from now.

You do so from a position of strength.

Build a bridge from where you are now.

To the other side.


Can start today.

There are two kinds of sharing.

And last Saturday.

I experienced both.

Sharing. Type One. 

The first kind of sharing is illustrated as follows.

I popped to ASDA.

And I bought 4 antibacterial sprays.

Then I popped to Poundstretcher.

And bought 2 more.

We don’t need 6.

So I asked our street’s Facebook group who wanted them.

And off the sprays went.

To their new homes.

Sharing. Type 2. 

On that very same Saturday.

Just as I entered Poundstretcher.

There was a Poundstretcher chap un-palleting kitchen roll.

And alongside him.

Following him like an attentive puppy.

There was a brilliantly enthusiastic Geordie guy in a tracksuit.

Talking ‘at’ him.

The tracksuit chap was berating eBay sellers.

The ones seeking a fiver for a toilet roll.

And that’s when the other kind of sharing took place.

As the entertaining Mr. Tracksuit shared the following.

At the top of his voice.

With most of the store:

I only ever have one shite a day, man.

Two at most.

And those cheeky bastards on eBay think I’m going to pay them a fucking fortune.

Just to wipe my arse!

Sharing is Caring?

I smiled.

Because whilst one type of sharing is caring.

The other.

Is actually born from not caring, it would seem.