Window of Opportunity by Micky Calcott
by Micky Calcott
December 23rd, 2020

When The Going Gets Tough …

What a year it has been! As we entered the festive period this time last year, I’m certain no one would have been able to predict what an extraordinary twelve months that were ahead of us all. It’s been challenging, but rewarding and there are plenty of reasons to go into 2021 full of hope and optimism.

It’s almost hard to remember the start of the year, so much has happened since, but looking back I’m incredibly proud of the breadth of work The Window Film Company has carried out – despite the uncertain conditions. Our industry is one that can be quite difficult to define; I’m often asked who our main customers are and am always forced to give them the same answer – pretty much everyone! This obviously brings with it certain challenges, but I prefer to see it as providing continual opportunities – as long as there are buildings and vehicles, there will be possibilities in our industry.

Of course, the mere presence of opportunity doesn’t automatically mean success. This year more than ever before we’ve seen first-hand the need to be nimble and to be able to react to changes. Of course, we can never be prepared for every eventuality – that’s one lesson of 2020.

The Window Film Company is heading into 2021 feeling positive. We’re about to expand our product range and are excited to provide new opportunities to our customers. It’s always invigorating to be able to offer fresh options and products; it’s one of my favorite parts of the job and so I’m heading into Christmas feeling inspired. More reason for positivity came my way at a recent installation, too…

Earlier in the month we completed a job on one of London’s most famous streets – Carnaby Street. It was an interesting job, fitting custom created graphics to lift doors and the surrounding areas at a popular food court. While the job itself was pleasing, it was the situation on site that really caught my attention, which gave me optimism and hope for the months ahead.

The work was carried out the day before the local lockdown restrictions were lifted and London was virtually deserted. Oxford Street, usually jammed with shoppers and tourists at this time of year was empty. This has of course been the scene in major cities throughout the world, but it never stopped being an amazing and eerie sight. As the day progressed things changed slightly. A steady trickle of deliveries to the restaurants and shops in the area turned into a deluge. Fresh produce and supplies were arriving by the pallet load, restocking the retailers ahead of lockdown restrictions being lifted.

It felt like that part of London was reawakening and coming out from hibernation. It really did bring the resilience of business owners and employees home to me. Yes it’s been a difficult trading period, yes it’s been uncertain and yes there have been huge challenges, but sometimes when the going gets tough, (sorry in advance if the Billy Ocean song now gets stuck in your head) the tough get going.

The scene in London that day really did provide me with hope for what we have ahead in 2021. Despite an unprecedented year, businesses are battling hard to bounce back and doing all they can to be ready for a return to something that we hope will approach normality. It won’t just happen of course. As always hard work, effort and planning will be required, but if my recent experience in the heart of London is anything to go by, there is plenty of cause for optimism.

Thanks for taking the time to read my thoughts throughout 2020, I look forward to sharing more with you. Have a great holiday season and my best wishes to you all.

Until next time… toodle pip!

This blog is from Focus on Film, the weekly e-newsletter that covers the latest news regarding window film and related products, including paint protection film. Click HERE to sign up—there is no charge. Interested in a deeper dive? Free subscriptions to Window Film magazine in print or digital format are available. Subscribe at no charge HERE.

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  1. When the going gets tough, the tough get going.

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