Escondido, CA
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Tired of the ‘new normal’


If you’re growing tired of the “new normal,” I understand entirely. I don’t know about you, but this 2nd wave notice has all but sealed the deal, and now I do feel sick. It’s not the virus; it’s this pit in my stomach that won’t go away. Kind of like that feeling I had right before taking my SAT exam. The longer this pandemic hangs around, the stronger my gut issue.

Most of us are looking at our lives through a very narrow prism. Ultimately, it comes down to how does this affect me? All I know is that this latest pullback announced by our leadership has taken the wind out of many of us. Frustrations are rising, and the impact is truly being felt. Certainly, the pandemic is touching all of us differently. 

It appears we can’t watch the news, listen to our favorite radio station or read our local paper without seeing the “data” on COVID-19. Does this surprise any of us? It shouldn’t. We are all complex, yet simple beings. Fish or meat, Coke or Pepsi, we all make choices and develop habits. Marketers spend unlimited amounts of time trying to shape those habits. They interpret the data which supports their efforts, one way or the other. Then with the precision of a fine timepiece, spend gross amounts of money inundating their target with messaging. “Come by my laundry detergent and your clothes will look brighter and keep that new look longer.” You get the picture.

It’s a digital world we live in, leaving our digital dust as our DNA. They know where we live…

Congratulations to Diana and her team at the North County Assistance League on finally being able to reopen! And, our condolences to our local nail salons who waited so patiently to open and now must again close. This pandemic has proven to be anything but fair.

Please continue to support this Chamber as we are not letting up on our mission of building a business environment here in Escondido, where local businesses have the highest opportunity to succeed.

I also want to take a minute to thank my cohort here at the Chamber, Chris Cochran. Chris is well known to many of you already, but I want to publicly thank him for his essential help during my first year here as CEO at the Chamber. Chris has been an invaluable resource to me.

Please feel free to reach out to me directly if you’re interested in learning more about the Chamber.

My direct line is 760-294-4883 and email is james@escondidochamber.org.

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