From the friendly caves of Pixie Hollow.

Shifting baseline syndrome is a situation in which today's "normal" is accepted as "normal" even if those before you see your situation (or environment, or zeitgeist) as degraded, depraved, restricted, or otherwise not the beautiful thing it was.

It began in the environmental sciences.

But WAIT - 

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So, ok, where were we? Oh yes, environmental sciences.

In the environmental sciences, shifting baseline syndrome is this:

You grew up in a particular time, which saw the environment being a certain way. 

Except, your grandparents saw the environment as much richer, fuller, less degraded than the one you grew up in.

Both of you see the environment as "normal".

Problems arise, however, when you begin a conservation program. Because rather than restoring wilderness, you're conserving a state of advanced environmental degradation. And you don't realise it, because that degradation is normal to you. Your grandparents would be horrified that your conservation is simply preserving what, to them, has been destroyed.

Brutal, huh. 

It's why conservation efforts in the UK have been branded something like 'advanced sheep grazing', instead of it heralding a return to the lush forests of its wild natural beauty.

This syndrome exists in the world of content, too.

Imagine, for a moment, that you're stepping into the shoes of the last chief marketer in someone's business. That marketer person left behind fabulous processes. It's easy for you to step in and just pick up with said person left off.

The trouble is, that program may no longer be correct for the business.

It may no longer fit the environment in which the business exists.

But because everything is so water-tight and hunky dory, your analysis is of how to improve what you've got rather than look critically at what's required in order to rebuild.

It's like inheriting an efficient shytshow. It might be productive, it might be efficient, but it's still a shytshow. So, you're better off examining what is possible rather than conserving what is.

You get me?

Good.

Today, think about whether you're existing in a situation of shifting baselines.

You know, beyond the fact that your masks are required, you can't go anywhere without a government body telling you that it's ok to cross the road, and that not having symptoms is a red light for being sick (and not the green light for being healthy, which it was 18 months ago).

;)

NOW! If you're still here and haven't been triggered into a Normie rage by my casual waving away of the Zeitgeist, you might be interested in the Writing Resources Insanity I've got going for you today.

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Normally these things are twenny bucks each. 

So if you are keen to grab some templates, guides and resources that really work, and you've got a rock lobster hanging around in ya wallet, may I suggest that spending it here is a very good choice, sir, very good indeed:

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xx Leticia "giving away the foundations and hoping the house won't fall over" Mooney