Surviving a Pandemic, looking to the future, embracing the new normal, all of this must make us take a deeper look at WHY we do what we do, why we have pur priorities in the order that they currently are. The dynamics of business and of the creative industry is changing in response to the social distancing and impact of COVD 19. Time for more tech savvy solutions for business delivery, and optimisation of product delivery. Real estate assetd and corporate functions would all need to be re evaluated.