The Lessons of Change

Pivot. Ahh, the illustrious word we got to know and love during the pandemic. We heard the verb used over and over as it made its way into many sentences, presentations, and meetings. At the time, many of us used the word to motivate ourselves and others.

We had no choice. We had to pivot to manage endless challenges and changes, in our personal and professional lives and within A/E/C firms and the industries.

Many people say we should live in the moment, but I often find we have to look back, even just briefly, to look toward the future. Pivoting during the pandemic, helped us adapt to change and build momentum for the here, now, and next.

In my previous Marketer article, I talked about building capabilities that make our organizations anti-fragile by building strength through disruption. Yes, future challenges are inevitable—and so is change. Maya Angelou once said, “If you don’t like something, change it. If you can’t change it, change your attitude.”

The way we manage change makes all the difference. The way we perceive change makes us all the better. Better colleagues, mentors, and leaders. Even better to ourselves.

If you stop to think about it, change is just another word for transformation. And, the Society and its members definitely know a thing or two about this! It’s our vision and the heartbeat of our organization: Business Transformed Through Marketing Leadership.

My hope for 2024, as we move toward spring, is that we keep the momentum going, always remembering that change can be a positive thing. Let’s keep that train of thought, and let’s embrace the challenges and opportunities that surround us, within our personal and professional lives. There’s always a lesson in them. They make us who we are, and they help us grow.


Article written by SMPS President Dana Lancour, FSMPS, CPSM, who is vice president, branding + communications of Barton Malow. She can be reached at

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