“Don’t let the urgent overwhelm the important.”

I will add this to my blog, but I wanted to send it out as well because I think the message is important.

Joseph V. Tripodi, chief marketing and commercial officer at the Coca-Cola Company — whose Coca-Cola brand is the strongest in the world, according to a new survey by Interbrand — evoked imagery from the Great Depression.

“Don’t go to the ledge,” Mr. Tripodi said. “Don’t let the urgent overwhelm the important.”

Coca-Cola has long been considered a leading indicator of the mood of the American markets. When Coke does well, the general mood of the US consumer is considered to be good. When Coke starts seeing slow downs, it is considered an indication that the mood of the American consumer is waning. This has been the case since the mid-80s. In some instances it is even considered an incator not just of the mood of the American consumer but also of the health of the average American consumer's financials.

I believe Tripodi has it dead-on with his remark. We need to stay focused on the important things. Things are difficult right now. With unemployment expected to hit new highs of 7.5-8% by Jan 2009, credit markets tightened up to all except those with very good credit and large amounts of cash, and salaries decreasing below their 2000 level, it is easy to get caught up in the urgent and lose sight of the things that really matter.

So everyone take a moment for a collective deep breath.

This is a time to turn to your support systems - and be glad you have them. Friends and family can help you through almost anything. I am not talking about handing out money. I am talking about having someone to talk to - who will listen and not judge, someone who will sit next to you and laugh at the silly movie playing on the TV, or someone who will share a brownie with you over afternoon coffee.

After all, this too will pass. People are going to have to make some tough decisions in the near future. If you had planned on retiring and your money was still largely invested in stocks, you may have to look at delaying your retirement for a couple of years. If you had been saving to buy a house, then ended up suddenly unemployed, you may have to spend some of your savings on just getting through for a while. If you ended up in a lower paying job and can't meet all of your obligations, then someone may not get paid. None of these things are dire, they are just decisions. Sometimes there is not a good option - only the least damaging choice of several bad options. It's hard to admit when times are tough, and its often embarrassing to talk about - but we all have had to deal with tough times in some form - and we all have made it through and will do so again.

Joel Osteen says that challenges in life are preparation for the next great thing. The challenges help you to appreciate that next success. There is a reason that "Happy Days Are Here Again" was so popular in the 30's, and in 1933 F.D.Roosevelt said in his first inaugural address "The only thing we have to fear is fear itself." In every challenge lies opportunity - learn from the past, take advantage of these times to learn something new - learn a new job skill, learn to cook, learn to sew, learn to overcome. Try to appreciate the challenges of the person you used to look at and think "They think they have it tough, they should try walking a mile in my shoes." Instead of wanting them to walk a mile in your shoes - try walking a mile in theirs, it may be tougher than you think. Reach out to people because even in tought times you still have something valuable to give - lend a hand to those in need, don't be afraid to ask for help for your own needs. Don't be afraid to not have the answer, know that you are strong because at least you had the strength, courage and intelligence to ask the question.

Next time you are dealing with a crisis - whether it be pushy debt collectors, an uhappy client, an employee who is not performing, or a broken down car - just take a deep breath and ask yourself - is this "urgent" or "important" and deal with it accordingly. The urgent things are not the things that last - its the important ones that matter and change your life.

Big Group Hugs (BGH - my new acronym! I am going to have it branded!) to everyone,