Here’s The Difference Between Coronavirus And Covid-19

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Why Am I So Tired After A Big Sleep? A Quick Guide

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To My Influencer and Marketer Friends

This is not remotely a “business as usual” situation. Please open your eyes to what’s happening. But more importantly, please open your heart to what’s about to happen.

This isn’t a time to be working on your launches. This isn’t a time to work on your campaigns. The focus on business needs to be put on hold right now.

We all have something much more important to work on right now. We have the leverage to greatly reduce a tremendous amount of suffering and loss of life that’s about to unfold. That this will happen is unfortunately inevitable, but we can absolutely have a meaningful impact in reducing it.

And if there are any marketing and influencing challenges that are worth the committed application of the very best of our skills, this is such a challenge.

The seriousness of our collective situation is going to intensify in the coming weeks – way more dramatically than it already has.

By the end of the month, many more hospitals across Europe and the USA will be where Northern Italy is – overwhelmed and with doctors and nurses dying from the disease too. Hospitals in the USA are already preparing for this by adding tents in parking lots. It’s a race against time, and we have much less time than most people realize. Seattle is already showing us a glimpse of what will soon hit many other cities.

This won’t simply blow over in a couple of weeks. We’re talking months, including the inevitability of 2+ months of full lockdown, which will almost certainly begin by the end of this month.

The best thing you can do now is share the critical importance of social distancing to reduce the spread of the disease, which has a long, silent incubation period. If you do that, you can save a lot of lives.

What if your launches and products are beneficial to people? Of course they are. But consider the opportunity cost of what you could be doing right now instead if you shift your focus into life-saving mode.

I can certainly claim that my work benefits people too, and it surely does, but I think I can be of greater service right now if I respond to the tremendous opportunity of taking direct action to help lower the disease progression in whatever way I can.

One way where I may be able to exert some leverage is to invite more people to join me in helping to get the word out about just how critical it is for all of us to shift gears right now. I’ve already been doing this behind the scenes for days, starting around February 26th. And that’s having some impact. But we still need to do more.

Every day that you work on your usual business instead of promoting the critical importance of social distancing is another day you could have saved lives and reduced suffering. Every day you delay is a missed opportunity for you to truly step up, not merely with personal ambition but with caring, compassion, and courage as well.

This is an extraordinary time for you to take your best expression of ambition and get it aligned with your best expression of caring. This is an invitation for us to collectively change the world in a way that really matters to a lot of people, especially those who will be hit hardest by this disease in the weeks and months ahead.

Where else are you going to encounter such an extraordinary opportunity to do the most meaningful work of your life?

Don’t worry about perfection. Speed of messaging is way more important than elegance right now. Just get the word out as fast as you can. Even if all you do is tell people to stay the fuck home or share the hashtag #staythefuckhome, that will help. Just start with one Tweet. Please.

Don’t worry about being judged or criticized for being an alarmist. By the end of the month, it will be obvious that you did the right thing. You’ll probably wish you’d acted sooner and more powerfully. I already feel that way now.

Please put normal business on hold. Please use your marketing and influencing skills to save lives right now. Every day counts.

It doesn’t matter how big your reach is. Even if you’re just starting a new YouTube channel and only have a few viewers, please get the word out. That’s just as honorable a deed as for those who may reach millions.

Once we’re on full lockdown and people are no longer still going out risking other people’s lives, then maybe it will be an okay time to think about business again. But there’s a good chance your priorities will shift too as the body count continues to rise. Will you still care about business in the same way when people you know start having breathing difficulties, and they’re scared to go to an overcrowded nearby hospital with an exhausted staff and no more beds or ventilators available?

It hurts my heart to see marketer friends brainstorming and pondering the money-making opportunities that may come from everyone being stuck at home, salivating over that captive audience. I can understand that mindset, but I can’t pretend it’s okay. I realize that I must personally do something about that… and encourage others to help us change course as well.

At this time it’s just not okay to be blogging and emailing and tweeting and advertising as if we’re still in business as usual. It’s downright wicked to do such things right now because you’re encouraging others to engage in denial about what’s happening. We need to do the opposite of that. We absolutely must be sounding the alarm to wake more people up to what’s happening. We must do our best to turn the ship of ignorance and denial towards saving lives and reducing suffering.

Years from now when you look back on these days, do you really think you’ll reflect upon how brilliant you were for capturing those extra sales while people were getting sick and dying? Will you feel proud of yourself for your pandemic launches and marketing campaigns?

If you promote stuff that comforts people, that’s great – but save it for later once we’re all under lockdown. Our priorities right now should be to get people to stop silently spreading the disease and to push towards full lockdown to the extent that we can influence that too.

It’s your business and your decision of course. Just please take a peak into your heart and see what it wants to do about this situation. If your current business activities still feel very aligned and if what I’m sharing here doesn’t change anything for you, that’s fine. You have nothing to defend.

While I normally feel very aligned with my business and it’s very flexible anyway, I’m stretching it to go where it needs to go right now in order to push it to be of more service than usual. I’m not willing to be haunted for the rest of my life by the knowledge that I could have tried harder to save lives and reduce suffering – and didn’t. Are you willing to go that route?

This is one of the most extreme times you’ll ever live through. Who do you want to be in this situation? A decade from now, how will you wish you’d responded?

For Everyone

If you see anyone doing “business as usual” posts, videos, promotions, launches, and ads that don’t seem to be helping with the current situation, please actively encourage – no, implore – them to stop immediately and shift gears to save lives and reduce suffering.

Immediately reply to their emails as soon as you receive them. Comment on their posts, videos, and ads right away. Call them out on their Facebook Lives and webinars. Tell them to please focus on saving lives instead of trying to do anything less important right now. Be gentle but please be firm too. And be brave.

Please don’t shame anyone. Please invite them to step up to serve a greater need.

Realize that if you can influence even one more marketer or influencer to help spread the word about practicing social distancing just one day earlier than they otherwise would, you’re saving lives too. You do that, and you’re my hero.

Here are some further resources to help, both for your own education and for further re-sharing:

  • Coronavirus stats – This page shows frequently updated virus stats for all countries, so you can see at a glance what’s happening. Also follow some of the links for deeper stats and data.
  • Stay the Fuck Home – This is a good page for referring people. It shows simple actions to be taken immediately and handle multiple translations for different languages.
  • Coronavirus: Why You Must Act Now – Tomas Pueyo’s powerfully persuasive piece with lots of math-based reasoning, charts, and graphs (more than 28M views in the past week). I’ve been sharing this one a lot and feel grateful for Tomas’ efforts.
  • Jason Warner’s Facebook post – A solid math-based post to help persuade people of the importance of changing behaviors immediately. Please reshare this on Facebook. I did, as did 119K other people so far.
  • Messages from Italy – This is a short YouTube video of Italians under lockdown sharing what they wished they’d known 10 days earlier.

Note that my blog posts are uncopyrighted and donated to the public domain. So you’re free to republish, translate, or modify them… no need to ask. Just get the word out that we need to change our behaviors immediately to save lives and reduce suffering.

Please care.

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This Will Not Be Over Quickly

Italy provides a glimpse of what’s coming soon to the rest of Europe, the USA, and other parts of the world.

Here’s what’s happening in the Italian city of Parma:

The intensive care units are now all full. Hospital wards are spilling out into corridors, tents, car parks, gardens and commercial warehouses. We are hearing words – like “triage” – which are usually associated with warfare. Medics and nurses are having to make decisions on which patients to prioritise. Some doctors have died, and others have compared the numbers of admissions to dealing with “an earthquake every day”.

Source: The Guardian (Mar 15)

There are also reports of prison riots breaking out, including prisoners escaping and several prisoners being killed.

From that same piece:

What’s intriguing is that all the adjectives you might normally use to describe Italy (sociable, excitable, chaotic, undisciplined, polemical, fun and – despite all its troubles – somehow optimistic) have become redundant. It feels completely the opposite: isolated, calm, orderly, obedient, cowed, dour and pessimistic. It’s as if the country has suddenly discovered a different, maybe deeper, side. It’s a sterner, more serious place.

Meanwhile in Las Vegas:

Buffets are closing, nightclubs and day clubs are shuttering, conventions are cancelling and putting people out of jobs and resorts are using thermal cameras to screen guests for fevers – a symptom of the coronavirus causing grocery store calamity and self-imposed isolation across the globe.

Yet thousands of people are walking up and down the Las Vegas Strip.

They pick through Sin City t-shirts at Planet Hollywood. They pack the buffet at Bally’s, one of the few left open. They stand elbow-to-elbow at crosswalks.

They lean over the edge at the Fountains of Bellagio and wait for the music to begin.

Sitting near the food court in Planet Hollywood’s Miracle Mile Shops is 41-year-old Burt Harshman, a hulking construction worker from Kansas.

He’s been in town since Tuesday for CONEXPO-CON/AGG 2020 – one of the conventions that went on as planned despite coronavirus concerns.

“I think it’s stupid,” Harshman said of coronavirus fallout. “All of it.”

To his left is another construction guy named Mitch Evans, a 31-year-old worker also in town for the convention.

“You know how much money Las Vegas is losing because people are freaking out?” Evans asked.

“The whole country’s losing money,” Harshman said. “If we’re not tough enough to deal with a bug, society has gotten to be a bunch of pansies.”

Source: USA Today (Mar 14)

This week some of those people who were “partying through the apocalypse” on the Vegas Strip will start showing flu-like symptoms. Some will take the illness back home with them and infect more people. And more people will die as a result in the weeks and months ahead.

We know that the coronavirus is already on the Vegas Strip, as multiple infections have already been detected there, including among employees who’ve been working there.

Despite multiple calls not to do so, including from local unions, the Clark County School District still intends to keep all Vegas public schools open for classes as usual on Monday. That’s a mistake that will cost lives. Do not open the schools.

Of the 83,083 people worldwide who have “completed” their coronavirus infections so far, 6,485 (7.9%) completed it by dying rather than recovering. By the time you’re reading this, those numbers will have gone up.

The attitude that many Americans still exude is the same kind of attitude that Italians initially had when the virus outbreak began there. This attitude isn’t far removed from the attitude of the construction workers visiting Las Vegas.

This attitude isn’t courage or bravado. It isn’t optimism. It’s irrationality.

How well does irrationality work with a pandemic? It doesn’t.

The Italians know this all too well, and they’re trying to warn the rest of the world not to react as they initially did because each day that they delayed is now costing them more lives and more time under lockdown.

Yesterday 175 people died from the virus in Italy. Today their death toll is more than double that – 368 so far. More than 1800 people have died there in the past 3 weeks. And this will keep going up and up and up for a while longer.

So far we have over 3300 known cases in the USA, and we’re still severely under-testing. Italy added more than this many new cases (about 3600) just in the past 24 hours. It won’t be long before the USA is reporting that many new cases daily, and then we’ll blow right past that.

So far only 63 people have died from this virus in the USA. That seems like hardly anything, right? But it’s the exponential growth rate that we need to pay attention to. Two weeks ago (on March 1st), Italy had reported only 34 coronavirus deaths.

The U.S. population is about 5.5 times that of Italy. But in terms of the quality of our medical system, we actually lag behind theirs, so we’re even less prepared for this than they are.

The U.S. federal response to this virus has been underwhelming to say the least. More governors and mayors are expressing major frustration with federal agencies to get their acts together. The governor of my home state called the situation “infuriating.”

Here’s the current result of the recent travel restrictions from Europe and what the Mayor of Chicago thinks of it:


Soon the U.S. death toll will be in the hundreds, then the thousands, then the tens of thousands, and then the hundreds of thousands. The sooner we change our tune and listen to what Italy, China, and other parts of the world are trying to warn us about, the fewer casualties we’ll have at the tail end, and the less time we’ll all need to be in lockdown.

The USA is gradually figuring this out, albeit slowly. Those states and cities that are further along the infection curve are figuring this out sooner. New York City is already considering a lockdown.

If you encounter anyone who’s still saying that this is “just the flu” or “media hype” or any other B.S. like that, do what you can to educate them and persuade them to stretch towards rational behavior. Also do what you can to block or derail them from spreading further irrationality and getting more people killed. You’ll be saving lives.

Invest your energy where you can help turn the ship from incompetence to rationality as best you can. This is a situation where we must lean into action. Remind yourself that even if you get a bit of social blowback, you could actually be saving many lives by taking action even a few hours sooner.

This will not be over quickly. That’s the reality we must accept.

When we do go into lockdown, the time there will likely be measured in months. It’s unrealistic to assume that we’ll be through this in a couple of weeks and that things will be back to normal within a month. This situation will get way more serious for many weeks before it starts getting better. We need to surrender to spending this entire Spring very differently.

In the meantime do your part to get the word out that people need to Stay the Fuck Home.

Update: A few hours after I posted this, the Governor of Nevada announced that all schools are closed. Same goes for New York City. We’re making progress, but we need to go even faster.

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We Need to Align With What’s Coming Next

We’ve seen a lot of changes in the world this week due to the coronavirus situation. I think what many people don’t yet realize is that the rate of change isn’t going to be linear. It’s going to accelerate.

Despite all the changes you’ve seen this week, next week’s changes will be bigger still… and the changes coming the week after that will be even bigger. So if your head is spinning now, it will spin twice as hard next week.

In the USA I see people making some adaptations, but they seem to be mentally making minimalist ones. By this I mean that they’re taking in what has occurred thus far, and they’re doing their best to make sense of it based on the events of the past few days. That isn’t going to be enough of an adaptation though. The mental models you’re most likely forming now will break within a week as the pace of change accelerates. You’re going to have to start thinking in terms of the bigger leaps that are coming.

This week in the USA we’ve seen lots of events being canceled. Disney’s parks are closed. Apple closed its U.S. stores. Other businesses will soon follow suit – in fact, most of them will. They just don’t realize it yet. If you’re still showing up at a job today, you probably won’t be by the end of the month.

The new fitness center that I joined in February sent an email earlier today, noting a reduced schedule starting on Monday as well as enhanced sanitization procedures between classes. This is a adaptation based on what’s already happened up to this point, but it’s not aligned with what’s about to happen next. I expect they’ll be closed by the end of the month, and I don’t think they see this yet.

I got a similar impression when I talked to my local guitar store to put my in-person lessons on hold till further notice. I told the employee that I talked to that I doubt the store will still be open two weeks from now. I don’t think he believed me.

These responses are understandable. People are basing their predictions on what they’ve just recently processed. They’re looking at what they see locally. But that isn’t where we should be looking to predict what the rest of this month will be like.

To date there are only 21 reported cases of coronavirus in the whole state of Nevada and zero deaths. The progression over the past several days has been something like 0, 1, 2, 4, 7, 11, 17, 21. It still looks small. But soon we’ll be in the hundreds, the thousands, and then the tens of thousands of infections. And unfortunately the deaths will follow.

The Mayor of Las Vegas has been furious at the media, as if it’s their fault for sabotaging the city, which of course depends heavily on tourism. She’s in an untenable position though, her job being akin to that of Baron Harkonnen in Dune – to keep the spice flowing at all costs. She must be under enormous pressure right now, and it’s only going to get worse for her in the days and weeks ahead.

The Vegas Strip is gradually becoming a ghost town, with so many events being canceled. Hotels are trying to adapt to what they think is the new and temporary reality. They’re closing buffets, restaurants, clubs, sports books, and shows… and offering major discounts for people still willing to book hotel rooms.

Given its huge reliance on tourism, Vegas is going to be hit way harder than most U.S. cities economically. People who work at the hotels and with the conventions can’t simply do their jobs from home, and now their work is drying up anyway. The layoffs on the Vegas Strip have already begun. The local economy is sure to crash and crash hard. That is inevitable at this point.

And yet the casinos are still trying to adapt. But by the end of the month, those adaptations aren’t really going to matter because the situation will be way beyond what it is now. They aren’t really going to have much choice other than surrendering to what’s unfolding.

As much as the stock market has been roller coastering this week, I expect it’s going to crash harder still, significantly lower than the lowest we’ve seen this week. You know who else thinks so? Michael Burry. You may remember him as the savvy hedge fund manager played by Christian Bale in the movie The Big Short – the guy who bet that the housing market would tank. He admits to presently wagering substantially against market indexes due to the unfolding coronavirus situation. Also consider that he’s not only an investor; he’s also a medical doctor. Although he doesn’t practice medicine, he’s kept his medical license active. He doesn’t believe that the “buy the dip” mentality (which causes rebounds) will endure what’s coming. I’m not invested in the stock market at all right now, but based on what I’m seeing, I think it’s going to be downhill for stocks even more.

Even people who are betting on Amazon Prime to pick up the slack should note that some are predicting that this service will come under heavy strain as more Amazon employees get sick and supply chains are further disrupted – and that it may not be as reliable as people expect. It still relies heavily on a large human workforce.

What about Netflix? Well, maybe that’s great for streaming from home, but also note that the company just announced that they’re halting production on all movies and series.

This situation affects us all. While many people are focusing on the economic fallout, we ought to look to saving lives first, especially since this is actionable at the individual level right now.

I know of one private school in Las Vegas that voluntarily closed this week, but the public schools here announced that they intend to remain open on Monday. Keeping the schools open will enable the infection to spread faster, and more deaths will result. It’s a big mistake.

To get a sense of what’s coming to the USA, we shouldn’t be looking around locally. We should be looking to parts of Europe that are a couple weeks ahead of us. Italy now has 21K+ reported cases and 1441 deaths, and the entire country has been on lockdown since Monday. Spain and France just announced that they’re following suit. And Ireland, Denmark, and the Netherlands are locked down as well.

The lockdowns are slightly different for each country, but they essentially mean that people must stay in their homes except for essential outings to get food or medicine. So grocery stores and pharmacies remain open, but schools, universities, hotels, retail stores, restaurants, bars, and non-essential businesses are shuttered.

Why is this being done at all? It’s to slow the rate of new infections.

The USA is lagging behind. Lockdowns seem extreme here still. I understand that impression. We must advance the story in our minds and hearts now though, not a week or two from now. Every day of delay means more infections and more deaths.

The main risk we face is that hospitals become overwhelmed by an increasingly rapid influx of new patients. That’s already happened in Northern Italy. Doctors there have to triage patients because there are too many critical ones to attend to. Meanwhile medical personnel themselves are getting sick too, even as they’re working to exhaustion to save lives. A few days ago, the President of the Medical Guild of Varese (a city in Northern Italy) died from respiratory failure due to coronavirus infection. More deaths of medical personnel will follow, which further strains an overstrained system.

Spain, France, Germany, and other parts of Europe are all about to enter similar phases, and the USA and UK won’t be far behind.

Some claim that the media are blowing this whole situation out of proportion. I think the opposite is true. As serious as this is now, it’s about to get a whole lot more serious. What you’re seeing reported in the media now will seem pretty tame a few weeks from now, and you may look back and wish they’d been louder and stronger in their voices.

We can’t just look at our local present realities to predict what’s coming. We must broaden our perspectives to pay attention to what’s happening elsewhere. And then we must continue to project forward still, not linearly but exponentially. I know this doesn’t come naturally. That doesn’t exempt us from the responsibility. Enough people are smart enough and observant enough to see what’s coming. We must sound the alarm, even at risk of being treated like Cassandra. This is too important not to do so.

The infections in many places are doubling roughly every week. In the beginning that seems small. It’s not a big deal to go from 10 to 20. It’s really going to look like a big deal when we’re going from 100K to 200K or from 1M to 2M in a week. We’re about to tax our medical system like never before.

It’s true that getting infected won’t be a big deal for most people health-wise. But this virus is way more deadly than the flu.

Of the 80K coronavirus cases that have ended so far, meaning that the people are no longer showing signs of infection, 93% concluded in recovery, and 7% concluded in death. And there are still 76K open cases that we know of… and still increasing rapidly each day.

But of course due to rampant under-testing, especially in the USA, the actual numbers are much higher, and they’re going to go much higher still. Many people are infected but aren’t symptomatic yet. Meanwhile they’re infecting others.

For people under 40, the mortality rate is about 0.2% (and virtually nil for children under 10). For people in their 40s like Rachelle and me, it’s double that (0.4%). For people in their 60s it’s 3.6%. For those in their 70s it’s 8%. And for those in the 80s or older, it’s 14.8%. So it’s a lot more dangerous for older people. It’s also significantly more dangerous for men than for women.

But these numbers depend heavily on whether people have access to good medical care. The risks go up substantially when hospitals get overloaded.

About 1 in 5 people who get infected will need to go to the hospital, and about 1 in 20 will need intensive care. On average, those who will die are averaging about 17 days from infection to death. Respiratory failure isn’t a pleasant way to go out (much like drowning).

The average person will infect 2.5 other people, and those people will infect more. So this isn’t just about you and your health and your personal risks. If you get infected, you’ll likely recover, and the experience will be much like having the flu, but there’s a good chance you’ll pass on the infection to other people, eventually contributing to a chain that sends people to the hospital and ends some people’s lives. Do you want to be responsible for that?

What we can do now is to take action to prevent becoming part of those chains. It’s too late to stop or fully prevent what’s coming because the infections have spread too far already, so there’s a sense of inevitability to what’s about to happen next. But we can still take personal action to slow it down. And we must in good conscience do that, starting immediately.

This means not going out unnecessarily and keeping in-person interactions to a minimum. As much as we may resist social distancing, we’ve got to do it, even before we feel it’s necessary. If it feels like you’re being too extreme, your timing is actually reasonable. The time to change your behavior is this very hour.

I know this isn’t pleasant, but get the picture in your mind of someone going through respiratory failure in a packed hospital hallway lined with critical patients who can’t get into the ICU. Imagine someone’s grandmother or grandfather painfully gasping for air, panicking and unable to even call for help as their lungs strain against the inevitable. No one is available to attend to them. No respirators are available. They’ve been triaged by an exhausted doctor or nurse, who’s also coughing while trying to save other people. Connect the dots between your actions and these consequences. Don’t languish in pretending.

If you don’t immediately remove yourself from this causal chain, you’re not just going to give some people the sniffles or a fever. You’re potentially going to snuff out some lives in a most painful way. You’ll be contributing to some serious misery.

Is this an over-the-top visualization? Is this extreme? No, this is what people are really dealing with in Italy right now. In Iran bodies are being dumped into mass graves visible from space. I wish this were a bad movie. But this is real. And we need to connect the dots between our actions and what we could very realistically cause and contribute to.

So many of us have been in denial of the causal chains of how our actions affect other lives. And here’s a huge wake-up call screaming at us to finally connect those dots.

Do you care? Does any of this make it through the objections of your mind?

I’m not willing to risk being the cause of someone else being unable to breathe. The very thought of that makes my own lungs tighten up, and I feel like I can barely breathe myself. Justifying some extra workouts at the fitness studio or squeezing in one more guitar lesson just isn’t rational. I cannot risk adding more bodies to those hospital hallways.

Rachelle and I are voluntarily isolating ourselves and have been doing so for several days already. We stopped going to the local fitness center earlier this week, and I canceled all in-person guitar lessons till further notice (my last lesson was a week ago). We canceled an in-person meetup with an out-of-town friend that we wanted to see this week as well. We’ll do our best to practice social distancing for as long as necessary.

I encourage and implore you to join us if COVID-19 has reached your city too, even if it seems extreme or early to take such actions.

Every day you continue going out is another day you could contribute to the chain of someone’s life being snuffed out early and most painfully. Regardless of what your local government is doing, we need to do what we can as individuals to slow this down.

The second thing you can do is to invite and encourage others to join you. I realize that many people will reject the idea and it may cause you some social strain to do this, but even if you only influence one extra person to take this step a day early, that can make a meaningful difference. Rachelle and I are doing this because other people made the effort to express the importance of this step, and for that I’m grateful.

It will be a challenge to get through this. It’s going to be a very different year than you were likely expecting. But this is what life is offering as our challenge for now. Think carefully about how you’d like to express your character during these difficult times, as you’re going to carry the memories of those decisions for the rest of your days.

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‘It’s Robbed Me Of A Wonderful Time’: We’re Heavily Pregnant In The Coronavirus Pandemic

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How to Frame the Coronavirus

At the individual level, you have many options for how to frame the coronavirus situation.

You could continue to see it as some meaningless objective event, remaining detached from assigning any meaning to it. It just is. A virus is simply doing what a virus does. And people are reacting to it as people do. It has no special personal meaning for you.

Or you could see it as some kind of spiritual sign with a very personal meaning for you.

Or you could see it as a subjective reality event within your simulation, in which case it could have personal meaning as a form of communication from the simulator. Within that same context, however, it could just be a semi-random event without any personal meaning, like a disaster happening in Sim City.

You could frame this however you like and in whatever way you find interesting because the assignment of meaning is your choice. You don’t have to assign a meaning if you don’t want to.

But if you feel intuitively called to assign a personal meaning to an event like this, especially if it keeps grabbing your attention and you keep wondering about possible meanings in a spiritual or subjective sense, you can always assign a meaning.

If you’re going to assign a meaning to an unfolding event like this, how do you decide what meaning (or meanings) to assign? I’ll walk you through the process by sharing how I’d do it.

First off, let me caution you about avoiding a special kind of trap when you assign meaning in this way. Be careful to consider how your assignment of meaning will affect your overall relationship with reality. If your assignment of meaning upholds or strengthens that relationship, especially by deepening your level of trust in reality, then you have a decent assignment of meaning. If, however, your assignment of meaning degrades the level of trust you have in reality and weakens that relationship, you’re running into problem territory with the assignment of meaning, and you should reconsider the way you’re assigning meaning.

Generally speaking, when you assign meaning in such a way that sets you up for disappointment, that’s where you run into trouble. Since reality has many options for its next moves, your main risk is getting attached to the false notion that you can force reality down a certain path, such as by assuming that it can only make certain moves. If you pre-reject other viable moves that reality could actually make, you’re getting into trouble there. This includes wishful or delusional thinking regarding how your reality works. You may get to assign meaning, but the simulator still gets to decide the simulation’s moves and responses.

Let’s get a bit more specific with respect to the coronavirus situation.

We’re currently coming up on 120K reported coronavirus infections worldwide with more than 1K in the USA. Viruses don’t propagate linearly, so these numbers will probably increase rapidly from there, especially if major countermeasures aren’t taken. Many countries (including the USA) are severely under-testing right now, so it’s possible that within a relatively short period of time (weeks maybe), we could be in the millions of infections, if we aren’t already there now and just haven’t detected them.

Since infected people can be asymptomatic and infectious for many days, many people are now getting infected each day but won’t realize it for a while still. They’ll start showing symptoms in the days and weeks ahead.

The death rate of the virus is still being figured out, but presently it seems to be in the ballpark of 3.5%. And of course we know this factor depends heavily on age and overall health. Nevertheless, it’s significantly more deadly than the flu for those infected. It just hasn’t had a chance to propagate as widely as the flu yet, but it’s spreading rapidly. For instance, the reported cases in Italy have doubled in the past three days (from 5K to 10K people). And the entire country of Italy is now under quarantine measures, including the closures of all museums and major travel restrictions.

Based on what we’re seeing in other parts of the world, it’s reasonable to expect this virus is likely to spread rapidly and extensively in the USA, especially since the country seems woefully unprepared for it, and the lack of leadership from the top is currently egregious, so that’s likely to give the virus a lot more free reign to propagate largely unchecked. The virus isn’t going to care about politics, and it’s unlikely to reward wishful thinking or denial. It will simply behave as a virus does. It will continue to infect people at a significantly faster than linear rate, and so more people will die from it.

It’s much too late to contain it at this point, so it’s just a matter of time before it infects a considerable percentage of people on earth. A vaccine won’t likely be possible till next year.

We can also predict that more events and public gatherings are going to be canceled. More schools will close or shift to online classes. More companies will tell their employees to work from home. The increasing infection rate will fuel that response. As reported infections rise, the level of response will increase. People will take this more and more seriously in the weeks ahead, and there will be less room for denial or wishful thinking.

Some countries will be much better at responding to outbreaks with massive testing and quarantining. South Korea seems to be a good example that’s bending the curve downward, so new infections are increasing at a slower rate than before.

Based on the reactions and responses I’m seeing in the USA, especially a serious lack of leadership at the federal level, I think this country is likely to be harder hit than most Western nations.

I’d have to also predict that some people I know will be infected by the virus within the next several weeks or months, and I’d have to predict that some aren’t going to survive. I think that some people I know personally will die as a result of this virus, this year. I think it’s very likely (much more likely than a coin toss) that this will happen based on what I’m seeing.

There’s a good chance that I’ll get infected too, perhaps even sometime this year, especially since I live in Las Vegas, which is a major international hub of travel and tourism. If so, I’ll likely survive since my health is good. I live close to a hospital as well, but there’s a good chance it could be overwhelmed resource-wise.

I predict that the local Vegas economy will be hit hard though. All the people who work for the hotels and casinos here can’t simply work from home. Local resources will be strained.

I don’t predict major personal difficulties for me compared to some (assuming that I survive) since I have plenty of savings to coast for quite a while, my business isn’t tied to the local economy, and I already know from past experience that I can go as long as 40 days with no food and still function okay.

Now meaning-wise I think what’s likely to happen here is that the USA (and many other parts of the world) are heading towards a rude awakening. This virus isn’t going to respect an ignorant yet hopeful response. And it doesn’t care about the economy either. So I suspect that reality is essentially going to punish the kind of behavior I’m seeing in the USA a lot, especially the completely inept non-leadership.

Consequently, the meaning I assign to this event is basically that it’s a reminder to stay in alignment with truth, especially when it comes to leadership. Trying to lead by self-interest, reputation, or wishful thinking is inadequate for a situation like this, and I think this reality is in the process of sharing a potent demonstration of just how inadequate that type of response is.

I think that ultimately this will be a good and important lesson, especially for my home country. Many people will pay the price of ignorance with their lives unfortunately, but we’ve gone so far off track from the truth in recent years that I’d say reality is providing a much needed form of chiropractic adjustment to get back into alignment with truth.

Now if that’s the external meaning that I’d assign, I also think about what this event means on a more personal level. If reality is teaching the world (and especially my country) the importance of getting back into alignment with truth, then I can also apply that sort of lesson personally. I can look at my life and consider where I may have been wallowing in ignorance, avoiding problems, or doing other forms of truth denial.

That’s actually something I’ve been working on for much of this year already, although I’ve been thinking of it more in terms of rebalancing my life. I’ve been noticing where my life has been out of balance and bringing it into better balance, and I’ve been making very nice progress with that, but I still have further to go. So I see these unfolding events as a good reminder to look at certain issues from the angle of truth alignment. That could reveal other possible approaches and solutions that I haven’t considered as carefully.

I’ve also been thinking a lot about leadership lately and what it means to me. So this is also a good reminder that leadership needs to be grounded in truth.

The basic idea here is that you figure out what you think the coronavirus means for the world around you. What is its purpose at that level? Then when you think you have a decent answer, you apply the same type of lesson but much closer to home. You generalize it first, and then you make it personal.

Note that you have multiple options for assigning meaning of course. So you may need to play around on the action side to see which assignments resonate with you best. Usually when you begin taking action in alignment with a meaning that improves and strengthens your relationship with reality, you’ll feel the potency of that meaning pretty quickly, and you may see some validation from reality as well that you’re heading in a pretty solid direction. If instead it feels like your relationship with reality is going downhill, then back up and try assigning a different meaning.

And beyond this, note that your assignment of meaning may shift over time too. Each day is a fresh one, and you can change up the meaning as you go. For instance, with the coronavirus you could also go down paths to assign meanings regarding love and/or power, not just truth, especially if the virus begins to affect you or people you know in much more personal ways. I’m mainly thinking about the truth corner so far because my relationship with this part of reality has more to do with data and stats than a close-to-home personal impact, but of course that’s likely to change in the weeks ahead, in which case I’ll also revisit the meanings that I’m assigning.

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