Yep, this is a Dumpster Fire. So, let’s be a Phoenix.

Uber and Airbnb. Venmo and FourSquare. What do these companies have in common?

How about tossing, Equinox, Starz, Sony Pictures, and Electronic Arts into the mix? 

Add E-Trade, Cole Hann, 1-800-Flowers, Adobe, Newman’s Own and LucasArts. Any ideas?

Does it help to add Microsoft (yeah, that Microsoft) to the table for consideration? 

These businesses were all founded during a global recession. 

Many of us working today don’t have personal experience that predates the last economic cycle. We remember the Great Recession of 2009 all too clearly, but the global economy was a dumpster fire way back in 1991, 1982 and 1975, as well. (Believe it or not, 2020 didn’t invent the dumpster fire – even if it feels like it did.) And, these companies rose from the ashes. 

Of course, this moment is unprecedented. It would be callous to pretend this is no different than previous downturns. The pandemic is a tragedy that has touched us all and the loss of life is heartbreaking. And, it would be foolish to underestimate the challenges we face as a country. Socially, politically and economically. We’re wrestling with real issues. Our industry, hospitality, has been particularly hard hit – and we’re not out of the woods yet. But, we believe, it’s important to remember there is opportunity to be found in even the darkest times.

These are the moments when brilliant minds suddenly find themselves with the time to pursue their dreams. When talented people with big ideas have nothing to lose and everything to gain.

We are in a moment in history when we have the opportunity to change our world and write the first draft of our future. Create new things. Broaden horizons. Change our ways. Be inclusive, lift one and other up and do something new. Now, is the time to GO BIG. 

For us at This Assembly, that means starting our own company. Banding together with our professional crushes, hunkering down and rethinking what hospitality is, how we deliver it and how we can impact lives in a meaningful way. 

For you, that may be continuing your education, pivoting to a new industry or, why not, starting the next Uber, Airbnb, or, why not, Microsoft. It’s been done before. In a recession. In a garage. 

After all, when you’re a Phoenix, there’s no limit to how high you can fly.