Adam Grant Coins the COVID Crisis

The pandemic has many people feeling something they can’t quite put their finger on.

Most are past the initial shock and anxiety, but still didn’t completely feel like themselves. They feel aimless, stagnant, a sense of emptiness and have trouble concentrating. Sound familiar?

It’s not depression, and it’s not burnout. So, what is it?

Enter Adam Grant – master marketer and storyteller revered by business marketing professionals around the globe.

In a New York Times article, Grant gave a name to this collective feeling that so many have experienced: languishing.

Describing it as the “neglected middle child of mental health,” Grant defines languishing as the “void between depression and flourishing.”

As for a solution, Grant suggests finding flow, the “elusive state of absorption in a meaningful challenge or a momentary bond, where your sense of time, place and self melts away.”

The Messaging Trifecta

Using psychology, research, and a catchy framework, Grant was able to provide an actionable diagnosis for millions of people with a single article. With a name for the ailment and steps to take, Grant’s message spread like wildfire.

He went on to appear on countless mainstream media outlets and did dozens of interviews, further boosting his credentials and name recognition. His New York Times article was shared thousands of times, and he even landed a TED Talk.

Grant saw a crisis, gave it a name, and offered a solution. It may feel like an innovative technique, but “coining the crisis” is an age-old marketing tactic that can be emulated by brands seeking to connect with their audience. But you have to get all three elements right – the crisis has to be insightful, the name memorable, and the solution meaningful. When done well, that adds up to a message that resonates.