How to Succeed and Thrive in the “Never Normal”- William E. Oliver

3 min readMay 16, 2022

“Historically, in the aftermath of a global crisis or in the wake of some transformative event, our day-to-day existence eventually settles into a routine that has been somewhat modified — the “new normal.” But in today’s environment, in which technological advancements drive rapid change and perpetual uncertainty is the only given, I am of the opinion that there is no more “new normal.” Instead, I believe we must accept that “never normal” is our new reality.” I recently read an article published by Entrepreneur titled How to Succeed and Thrive in the “Never Normal” which outlines how entrepreneurs can navigate this “never normal” in a calm, yet successful manner.

Navigating through this “never normal” means being in a constant state of change and ambiguity. Due to the nature of the environment, entrepreneurs must have a tolerance for ambiguity. Research has “long revealed that most humans are hard-wired to dislike ambiguity and crave stability.” While entrepreneurs do not have to like ambiguity, they must learn to tolerate it. We cannot control the rate at which the world is evolving, but we can control our response to it. Here are 4 tips for entrepreneurs to consider while leading through the “never normal”:

Don’t wait for perfection

While we are in a very data-driven work environment, we must also be able to make decisions with incomplete information. “If you wait for perfection, you’ll never act, and opportunities will pass you by.” By being proactive, you will have the logical clarity you need to drive forward and advance in today’s uncertain climate.


To mitigate decision-making, draw on the perspectives of an intelligent, diverse, and driven team. Apply design thinking principles to the issues you are trying to solve and solve them with the help of teammates you trust. By doing this, it “ensures you refine and sharpen your view of each option from every relevant angle before acting on it.”

Build your resiliency muscle

“You’re not going to get it right the first time or every time. A core tenet of being agile in business is understanding the need to test your theories, analyze the results of those trials, and iterate accordingly. Testing is an essential component of entrepreneurship; it informs you of whether or not you have the right idea and if it will scale effectively.”

Focus on the customer

You need to focus on what your customer needs, not what they want. While it is important to gather data and evidence to find out the true needs of your customers, it also requires empathy — “empathy for what your customers are experiencing and forging genuine human connections.” By focusing on customer needs, it helps decrease ambiguity and transforms the knowledge you have into positive change.

“Like it or not, the ‘never normal’ has replaced the ‘new normal’ for most of us, especially entrepreneurs seeking to capitalize on marketplace opportunities. But by embracing change as a driver of growth and focusing on the factors within your control, you will stand a much better chance of succeeding in these not-so-normal times.”

You can read the original article here.




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