We thought it would never stop. The amazing human ability to believe things go on forever. 

 Humans have to believe in a future. Since thinking got in the way of instinctive reaction a few tens of thousands of years ago we have learnt to believe in the future as a way of making sure the human race continues.  We tend to be optimists rather than realists.

 That’s a characteristic that keeps human’s breeding but it’s one that needs to be carefully managed from a business perspective. We tend to think that the good times will go on – a fact brought into sharp relief by the announcement from Peleton that it would lay off 15% of its staff and part company with its CEO as it worries about its cash flow.

 Peloton was one of the stars of Covid. We all stayed at home and pedalled. But then Covid was over, and everyone went back to work and back to the gym. The Peloton sat in the corner and gathered dust. 

This should sit high on any list of business risks (but generally it doesn’t). What are the events that could put you out of business? Take that question seriously. Do not complain, do not run to the regulator, do not, like the Hollywood writers, go on strike. All of those things may give you short term relief but in the medium term they will fail.

 Work out what your next move is.  How do you embrace change, what do you need to learn, where do you need to pivot? Make a plan and take action.