The obviousness of being predictable (also in marketing and communication)

I suppose all companies with a blog had "year one of the pandemic" in their editorial calendar, just like love is talked about on Valentine's Day, health at Christmas, and infidelity on Telecinco.

It's funny how predictable humans are in general, we are passionate about the comfort of the obvious that paving the way to the uncertain, except for our fictional politicians, obviously. Perhaps that's why a certain Ayuso She is the president of the main Spanish Autonomous Community and decides to call elections in the midst of the biggest global problem in recent history and a certain Pablo Iglesias decide to take a step back from their assault on the heavens and to duel with her as if life were an HBO or Netflix series. It's what can also happen when you defeat predictability, which is that you can fall into imbecility.

Brought to brand content, Predictability is planning content that won't differentiate you at all from thousands of identical ones, and that will interest no one even less., unless what you're going to say is truly groundbreaking. It happens a lot in agencies – the rush, the deadlines, the pressure – can sometimes lead you to the obvious. That's why when we saw in our own calendar that we'd talked about the pandemic, we thought it was brilliant, a real masterstroke... Until the day arrives and they say, "Hey, the pandemic post is missing!" To kill ourselves...

Let's think. What the hell could there be about our company that makes us the object of scientific study for having learned, lived, or suffered something different from what society has had and still has to endure?  

Yes, we have suffered losses of family and friends, and it takes our breath away to remember them.

Yes, we have shed tears, like thousands and thousands of citizens around the world.

Yes, we've had colleagues who have suffered the illness to varying degrees and with consequences that are still ongoing. They are the ones who remind us that Covid-19 was never a joke, an exaggeration, a tall tale that didn't affect the patriotic tough guys with the worthy green face masks and Spanish flags (tough guys who, unfortunately, exist in all countries).

Yes, we've learned to work remotely without knowing how to work remotely.

Yes, we've grown accustomed to not having to go into the office, but we haven't learned to switch off to any degree that could be considered remotely human.

Yes, we've rediscovered how your country, that EU country that is often a model of welfare, is light years behind in work-life balance policies.

Yes, we have learned to concentrate on what is in our hands, on everything that depends entirely on your will. What doesn't depend on you, you can't control. Even if you do everything right, things might go wrong. But if you don't do everything right, they are bound to go wrong.

Yes, we've learned that there are colleagues who normally slack off, but during the pandemic, they slack off even better.

Yes, we've learned how much we love our children, how much, how much, how much.

Yes, we have learned to be more resilient, to fight harder, to accept that you can lose, but what you can't do is let yourself be beaten.

Yes, we have learned that we are ephemeral.  

That is why we refused to publish content on 14 March 2021 to talk about a year to forget that we will never forget.

As we realised our own obviousness, current events reminded us that sometimes predictability isn't so bad. In those moments, Ayuso and Iglesias were already butting horns with shouts of “communist,” “fascist,” “alpha male,” “corrupt,” and the coliseum roared fervently, consuming beers, likes y Memes in the bar of the bar of the battle. Meanwhile, the predictable public will continue to wonder what the hell we've learned from this for the future, what worse has to happen for our grandparents, parents, siblings, and friends to die for us to unite in a common purpose as a society and country, to work less and better, create businesses focused on productivity, balance life and work…

It's the third possible consequence of being predictable. Being taken for a fool.