Don’t be unsociable.

Commerce, like society and families, is dependent on social interactivity. It is indeed the lubricant that ensures the wheels of business keep turning.

Now is not the time to figuratively and literally “self-isolate”. Interacting with oneself can be very lonely, unfulfilling and not at all profitable.

Removing oneself from “social settings” reduces, but does not eliminate risk. Only sealable, unimpeachable “bubbles” will do that.

The reality and challenges confronting us all are how best to maintain, review, refine and recalibrate social interactivities.

Many past and present practices will be rightly identified as being ineffective, inefficient and, in some instances, dysfunctional.

The use and frequency of social media in all its forms (blogs, texts, emails, videos and TEDx etc) will doubtlessly be reined in. So too should the deployment of communications in mass media (print, television, radio and out-of-home).

Personal visits and “calls” should also be scrutinised. On balance, many of those are more “social” than they are commercial.


In the prevailing “over-communicated” marketplace, much of the communications are screened, blocked and filtered by technical means, and by the psychological process of selective perception.

Self-evaluation of the relevance, benefit, advantages and rewards inherent in intended missives will raise questions about the need for, and value of messages.

Increasingly, “less” will genuinely be “more”

Power words, many of which are evocative, emotional and graphic, will be invaluable when utilised discerningly.

Eliciting responses will be rightly rated highly and prioritised, in favour of simply attracting and resonating with targeted individual group-members and audiences.

Responses signify commencement of the social interactivity process.


Much of the well-intentioned communications which have been generated, transmitted and distributed as a consequence of the COVID-19 (coronavirus) pandemic centred on the communicator rather than the recipient. So unsociable!

Greater understanding and empathy would have re-oriented the content to the interests, perspectives, aspirations and needs of those receiving the unsolicited missives.

Too much is as equally annoying, frustrating and ineffective as too little.


Understandably, many people are confused. The contentions, propositions and conclusions that are being so readily shared are often conflicting, qualifying and contradictory.

Little wonder, many are left to contemplate, who do I believe?

Moreover, the rapid rate of changing circumstances quickly makes key messages obsolete. Single spheres-of-influence are often countering their previous advice.

Inertia is widespread, and enjoys understanding and sympathy among the masses.


There is widespread evidence of creeping COVID-19 (coronavirus) news fatigue. The available information seems to be incomplete and often contradictory. Its seeming exponential growth-rate exceeds that of the virus itself.

The mass and social media are feeding the frenzy and, arguably, exacerbating the circumstances.

A nominal plaintive call for a little self-isolation from the multiple channels of unedited, unfiltered and non-verified raw information is evident among an increasing number of exacerbated individuals and group-members. 


Among the truly great actors, scriptwriters, producers and directors, there is a consensus. That is, brevity of words projects a compelling message. In the current marketplace when addressing the COVID-19 (coronavirus) pandemic, such a philosophy and set of practices may not win awards, but they will enhance trust, respect, integrity and value.

Captain Albert Jacka, was the first Australian recipient of the Victoria Cross. His actions on the beaches and battlefields of Gallipoli, Turkey, in 1915 were astounding.

Those standards were maintained on the Western front in Europe, where he was awarded the Military Cross and Bar. These were the hallmarks of a true leader, whose men followed unquestionably.

Bert Jack was a man of few words. When he spoke, people listened, responded and followed.

That message and those lessons retain currency in the current society. Be measured, modulated and purposeful. Above all, be social. 

Barry Urquhart
Marketing Strategist
Marketing Focus
M:        041 983 5555