In Today’s Turbulent Environment, Can You Just Put Your Head Down and Do Your Job… and Should You?

More than usual lately, I find myself staring at the empty white page – and earlier today I found myself thinking:

"Just put your head down and write. Do your job."

It made me stop. That’s not generally how I operate. I’m more of a search for inspiration kind of Creative. Although, honestly, there’s something tempting about it. In a world that feels deafening, uncertain, full of change and rage — politically, financially, socially — it does sort of feel like the only way to stay sane is to stay in your lane.

But I keep wondering: Is that still realistic? Is it really the smart way to go?

Let’s face it — effective marketing doesn’t happen in a vacuum. Neither does strategy. And certainly not creativity. Creativity is forged in the flames of the world around you — trends, fads, movements, and moments are the sparks that ignite ideas and concepts.

When the world shifts, so does our work. Audience priorities change. Budgets get squeezed. Messaging that felt safe last quarter might feel tone-deaf now… or, worse yet, dangerous. What people value, what they expect, how they make decisions — it’s constantly evolving.

So no, personally, I don’t think we can keep our heads down.

Not if we want to stay relevant. Not if we want to lead. Not if we’re going to build brands that actually connect with real people in the real world. And, yeah, not if we want to generate results.

Instead, I think we have to continue to:

• Look up, look around, and pay attention to what’s going on in the world around us (no matter how tempting it might be to bury your head in the sand)

• Stay curious and adaptable — be ready to pivot with the winds of change

• Write with empathy and intention — keep your voice strong and direct

• Ask better questions — not just “What should we say?” but “What matters right now?” “How will this resonate with our audience?”

There’s a fine line between focus and evasion. The best work often happens when we stay grounded and tuned in.

At least that’s what I think.

How are you working through the turbulence?
Head down, earbuds in? Head up, eyes open? Somewhere in between?

Would love to hear your take.