No one quite knows when and where it started, but it's everywhere. No, no, not just the virus that’s crippled modern life. It's also what we keep saying about it that’s become ubiquitous: We’re all in this together. Every company writes it, every politician speaks it. It clogs Twitter feeds. Shoot, we used it too.
 

By now, the message is mostly in support of social distancing and culture at large as we adjust to a temporary reality. But as new behaviors standardize and we look ahead, we'd be well-served not to pin this sentiment to a moment in time, but rather, actively carry it into whatever world awaits us. Because when life regains balance, we don’t suddenly stop being in anything together. The this becomes a society that treats people fairly and without prejudice. The this is an economy that benefits all sides while working backward from the consumer experience. A reason for optimism: it’s already starting to happen. Organizations that normally create baseball jerseys are stitching masks. Well-known billionaires are funneling, well, billions to attenuate the current crisis. And factories that make perfume and cars are building ventilators. Looked at another way: storytelling is providing a path for storydoing, as actions and solutions are baked into the process. The critical mistake right now would be to lose this momentum and backslide. Yes, it’s a tectonic shift. Yes, it’s a bit scary to throw out old playbooks. But remember: we’re in this together. Let’s continue to show we mean it.