Retail Observer

RETAILOBSERVER.COM MAY 2022 46 I t may be that when we no longer know what to do, we have come to our real work, and when we no longer know which way to go, we have begun our real journey. The mind that is not baffled is not employed. The impeded stream is the one that sings." — Wendell Berry, Standing By Words These words from poet-farmer and environmental activist Wendell Barry stuck with me through the pandemic. The aim of his wise words was to help us recognize the potent power of being baffled. Ironically or not, in most work cultures we aren't encouraged to admit to being baffled, perplexed or mystified. As I reflected on a recent trip to speak at my first post-pandemic in-person conference (an HR event), I recognized that we may be in the same place again: baffled. It's a perplexing phase, as we start working together to create a new normal. The most often-discussed questions at the event were: • How to attract and retain the right team, consciously and predictably? • How to create as much well-being as possible and help people feel safe – at work and at home? • How to navigate remote, hybrid and in-office work, while remaining productive, innovative and engaged? • How to nurture our brand reputation among our customers and employees amidst the chaos of constant change? These are relevant questions. As the pandemic seems to be winding down, or at least has entered a less emotionally taxing phase, we're coming back to "real work." And if we're attentive to the opportunities, we'll keep the blessings and wisdom gained from the pandemic. We're being forced to explore what to embrace, reject, rethink and even create anew as we shape the "new normal." How we respond to the challenges and opportunities will define the new reality. In the face of big changes, employers are suddenly having to decide whether their brand, culture and business beliefs are real and substantial or if they're just lip service. Many leaders are becoming acutely aware of the importance of an organizational purpose, a spirit of team cohesion and a sense of employee engagement. THE BUSINESS YOU'RE REALLY IN Reflecting again on my talk "How to Create a People-First Employee Brand" and our conversations at the HR conference, what strikes me is: All businesses are in the PEOPLE BUSINESS. No matter what you make or how you serve your customers, it's "people" on all sides of the work. It's people who do the work and people we're doing the work for. This always was and always will be. THE EMPLOYEE'S SEARCH FOR MEANING Logotherapy is "a therapeutic approach that helps people find personal meaning in their lives." It's a form of psychotherapy that is focused on the future and on our ability to endure hardship and suffering through a search for purpose. (www.VeryWellMind.com) Amid the shifts brought by the pandemic, many people today are refocusing from a work-centric existence to a life-centered life, and a good part of the shift is being driven by a personal search for meaning and a desire for wholeness in our lives and through our work. If our places of work aren't helping make us whole or offering us meaning, we'll look at our options and seek wholeness and meaning elsewhere. If, as Wendell Barry claims, the impeded stream is the one that sings, why not look at what's singing to you and your team right now? If the real work and the real journey are upon us, how will we respond? What's capturing your desire to better serve your people – your customers and employees – and help them be less baffled? When we're baffled, we turn to resources we forgot we had. We revive those resources in times of crisis – and innovation. After a talk at HR WEST on "10 Things People-First Companies Do" I created a leadership brief that you can download free at www.matterco.co/people-first/. Steven Morris On Brand THE REAL WORK When being baffled is powerful Steven Morris is a brand, culture and leadership advisor, author and speaker. Over his 25+ years in business he's worked with 3,000+ business leaders at 250+ global and regional companies. Discover: https://matterco.co RO "

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