Museums: I understand you're in a panic, but take a deep breath. If you mattered before, you will still matter in the future. The form may need to change, but lean into your purpose. (1/9)

We don't know what people will feel comfortable with in the future. Interactives? We don't know. In six months people probably won't want to touch. But in five years, we may be hungry for touch. We don't know. (2/9)

But if your existential purpose is clear and it's meaningful to people now, it will be again. If you tell a story that inspires action now, it will in the future. If you serve your community, your community will need you again. (3/9)

On the other hand, if your mission is unfocused or meaningless beyond your walls, you're in trouble. "Collect, Preserve, Interpret" doesn't cut it. If you don't know why you exist, figure that out fast. (4/9)

Examples of clarity: "Never Again" at the USHMM, "...to save wildlife" at the Minnesota Zoo, (5/9)

"...reshape our community so that it is welcoming, inclusive, connected, creative, healthy and productive..." for Rondo Center for Diverse Expression. (6/9)

Those statements define your "why." The form follows that function. Maybe you do close your doors and go entirely online. Maybe you move your programs outdoors. (7/9)

I'm talking about long-term planning. Of course you have to get through the next couple of years first. But your members and funders and visitors are more likely to support a place that is purposeful and has a vision for the future. That has meaning to them. (8/9)

Experiment now, by all means. But don't just flail around in a panic as if you don't matter. Don't focus on whether or not you should replace your touch screens. (Even though companies are trying to convince you to.) Focus on why you exist. (9/9)