Industry Views

Pending Business: Personal

By Steve Lapa
Lapcom Communications Corp

imThe work-life balance concept is up for a new spin. Let us start in California.

A recent article in the LA Times discussed the California “right-to-disconnect” bill, “guaranteeing workers the right to ignore after-hours call, emails and texts from employers.” It is not a law yet, but if Assemblyman Matt Haney has his way, the workday could be redefined, again.

We have moved from being overworked and underpaid to the covid-driven culture of work from home and working remotely. Dress codes took on a new meaning as we Zoomed and Teamed our way through meetings, calls, and brainstorming sessions.

As the total remote work concept is being revisited by many media companies we have moved towards a hybrid of the number of in-office days vs. total remote days. Many ad agencies and rep firms are getting increasingly comfortable leaning into mainly remote work as commercial office space vacancies hit all-time highs in many cities.

With the warp speed advances of communication in the digital world, we now have the 24/7/365 always-on mindset. Some companies hire sales and customer service reps in all time zones to align unique sales and marketing with a heightened level of customer expectations.

How disappointed do you get when you hear, “our normal business hours are_____, please call back.” Are you kidding me with “normal?” One contract required my own company, considered a small business, to maintain production teams on both the East and West Coasts to adhere to final edits and posting deadlines.

The new world truly is business unusual. The “right-to-disconnect” does have a key place in the blurred workplace. The question is how to manage such a unique concept as not answering the phone when caller ID says, “Boss.”

Let us complicate the picture with my favorite growing trend, “The 4-day Work Week.” If you are in sales or marketing, you could be drooling at the opportunity this will create. No, not more time AT the beach or golf course for you the seller. I am thinking about the new opportunities to talk to the marketing director of the resort, golf course, family get-away or any other leisure activity that could make that long weekend a permanent lifestyle fixture. Some phenomenally successful businesspeople have already placed their bets. As we redefine the work-life balance, new categories will open right in front of you. Stay focused. Pickleball, anyone?

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: