Never forget.
The Copywriter Column #179
I’m sending this week’s Copywriter Column one day early. Based on this post’s title, I'm sure you know why.
Twenty-three years ago today, I sat in my high school Spanish class while my teacher answered a call on the class phone from her mother.
A naturally and infectiously joy-filled person, she was laughing at something one of my classmates said when she picked up the call.
Upon answering, she covered the receiver and told us it was her mom, so we quickly turned away from our classwork and began chatting.
A mere 10 seconds later, cutting through the noise, one of my friends said, “What’s wrong, Mrs. Castro?”
Her face, again, naturally filled with light and kindness, was completely devoid of a smile and changed into one of absolute fear. She told her mom she loved her and hung up the phone.
“Our nation is under attack. We don’t know by who yet. All we know is that they’re attacking New York City, they’ve bombed the Pentagon, and there is an airplane that’s been hijacked someplace else.”
—
We of course would learn more details about what truly happened later, but one thing was for certain: our lives were changed forever.
And over time, the words “Never forget” associated themselves with September 11th.
We’re to never forget what happened.
Never forget the lives lost.
Never forget the lives given.
Never forget the pivot-point in our nation’s history and in so many lives.
But there’s something else you shouldn’t forget either…
… you are more than what you contribute.
—
Though only a junior in high school, I recall the value our culture (at the time) placed on workplace contributions. It was everything. Your identity was always wrapped up in what you did for work. And in a way, 9/11 shocked that from our system.
Instantaneously, especially for my generation, we became deeply aware of our human-ness, our connection with one another, and we shifted our generational priorities (for the most part) to follow suit.
For example, we prioritize shared experiences over material gains, mental health and well-being over impressing “the man,” and getting the most out of life while we can – because we know how quickly it can vanish.
Honestly, I believe the events of September 11th were foundational in shifting the narrative many in our generation tell themselves.
We are more than what we contribute.
The reality is that if you died today, your employer would replace you.
(Harsh, but true.)
The relationship you have with your employer is 100% transactional. Sure, you make genuine connections and friendships with coworkers along the way, but between you and the name of the business on your paycheck? That’s transactional. You do xyz and they’ll pay you however many dollars for it. You stop doing xyz (or they decide you suck at it) and they’ll stop paying you. Simple as that.
If 9/11 taught me anything, if it taught my generation anything, it’s that life is so much more than the 9-to-5. Life is bigger, better, richer, fuller, and more beautiful when you break yourself free from the humdrum cultural narrative.
Never forget what happened.
Never forget the lives lost.
Never forget the lives given.
Never forget the pivot-point in our nations history.
But don’t lose sight of the new narrative being written about the value of your life either. The pen’s in your hand.
You get to decide what’s in the chapters that follow.
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