When a handrail or rain gutter begins to rust, it creates an ugly appearance. Worse still, if it’s left unattended, the rust can eat through the metal and eventually cause any number of serious problems.
Is this really a direct marketing dilemma?
It is when the rust-out occurs among the people in your company or when it occurs in you. Rust-out on the job, like rotting metal equipment at home, can also look terrible, can lead to the demise of a career or can become the cause of a lethal physical illness or the loss of a company.
There are some telltale signs that rust-out is beginning. People dealing with rust-out will come to work not caring about how they look. Their personal space may have a not-cared-for look to it as well. They may become chronically late or often be absent. They may shuffle papers at their desks or bustle from appointment to appointment without actually getting anything done.
Some people become quiet, introverted, emotionally withdrawn and isolated, which may bring on a more serious long-term depression. Others resort to a self-prescribed pick-me-up, whether it’s caffeine or prescription stimulants. This can cause problems with under-eating or overeating or abuse of alcohol or other substances. Still others become angry, blowing up at anyone who crosses their path. This can eventually lead to violence in the workplace.
Pauline, a creative director in a midsized agency, has been with her company for eight years. Although she was initially enthusiastic and liked what she was doing, senior management has put more and more limitations on her creativity while steadily increasing her workload. There’s lots of gossip around the office that the firm will be merging with another agency and that the consolidation is going to lead to staff reductions. Pauline hates getting up in the morning and dreads going to work. When the phone rings, she’s reluctant to pick it up. She has been dealing with negative thoughts and a feeling of worthlessness. She is constantly exhausted and unhappy.
Pauline is on a fast track to disaster, both personally and professionally. One of the main problems she’s facing in overcoming job rust-out is the denial she has about it. (
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