Be There, Always.

Today’s Marketing Cookie is a reminder to stay attuned to the needs of others, even when they’re not voiced.

When a friend asks for our help, we are happy to assist them. You lend a hand and they typically say, “Thank you,” and we reply, “Of course! Any time.” Well, today's fortune suggests that “any time” has come. This moment. Right now. The only problem is, we may not be aware of what the problem is. We may not realize our friend is struggling.

Life has a way of moving quickly, with days blending into weeks and weeks into months. In the hustle of it all, we get into our routines and miss or overlook the subtle signals that someone close to us needs our help. Sometimes, their moment of crisis comes when we are dealing with challenges of our own. They know our hands are full and so they hesitate to ask and remain silent.

Awareness is an important part of friendship. It’s not just about being available to help when they ask for it, but also about being attuned to the unspoken needs of those around us. It means looking beyond our own troubles and actively engaging with the people in our lives. There are those little changes in their demeanor, the words they choose, or the moments of quiet that seem just a bit too long. Often, the biggest cries for help are the ones that are never voiced. 

It's important to remind our friends that they don't have to go through tough times alone. Let them know it's okay to ask for help, that you’re there for them whenever they need it—no matter how big or small the issue may seem. You’ve seen people on LinkedIn who have a green circle around their profile photo that promotes, “Open to network”. Well, I’m talking about a new circle that offers friends, “Open to help”. By creating a space where they feel comfortable reaching out, you strengthen the bonds of your friendship and ensure that no one must face their struggles in silence.

I have a friend like this. I won’t embarrass her by sharing her name, but it rhymes with Tessica. She’s remarkably attuned to the things I don’t say. She senses when something is off with me and gently, but persistently, pushes me to talk. I might act like everything’s fine, even try to brush off her concern, but she doesn’t let it go. She keeps nudging, saying, “Talk to me,” until I finally share what’s really going on.

Of course, you’ll be there for a friend whenever they ask for help. There’s no question about it. But sometimes, offering your support even when no one has asked for it is the best kind of help you can give. It’s an open hand to a friend who you didn’t even realize needed it, and when they take it, you’ll know that, just as today’s fortune says, “It is time to help a friend in need.”