supernormal profits point markets high growth, low inflation, cheap death, easy capital, light regulation, high consumer confidence. these were the extraordinary conditions in the developed markets of the west in the years running up to the financial crisis. it was easy to think this was the norm, but the smartest recognize that this reality was distorted. market volatility, unstable economics, currency manufacturers, bad death, government intervention, increased regulation, lower returns covered with rising capital. this is the new normal to succeed in the new normal organizations will need to think strategically in ways to deal with a new challenges. what is the best way of working with new regulations and engaging with them? what does it mean if liquidity is to be managed like it's a scarce resource, rather than taken for granted. how can strongly capitalize the liquid players exploit a competitive advantage over those who have been less prudent how to businesses harness the size, make shift in the economic paradigm, but still recognized the strength of established market places. how can true local knowledge help lead the way in new and emerging markets without assuming that what customers need is the same everywhere, rather than a one size where it all approach. how can technology be used to respond to changing customers and introduce flexibility? and how can organizations transform new skills developed in the financial crisis and adapt them for long time, benefits by becoming better a controlling costs and driving up revenue, the winners will meet capital requirements and maintain returns for their shareholders. and by using a truly connective business to deliver a better customer experience, the winners will leverage global capabilities and dry business transformation, only the winners rise to these challenges. will they be ready for the new normal?