I walked up the footpath at the back of our land yesterday, to see the weather from a different place. The water was roaring down the stone gullies that have been dug out through the land, and hurtling down the path too. It is unstoppable.
At dinner with the neighbours last night we talked of the bewilderment of the summer tourist, who can make no sense of these great dry stone beds, with absurdly high bridges constructed over them. You need to winter here to understand, and then this Orange alert is making for weather rare even for the vrai Ardechois, born and bred to it.
We spent a long time, too, foraging for the right translation for combler la fosse, which in French is to fill in a ditch, to close a gap. In it’s context I went for building bridges, so with a twist of reconciliation, but in the dictionary afterwards it seems more likely it’s to bridge a gap. I wonder if there’s anything in the French effort to actually fill the gap, while the English blithely construct a bridge over it and leave it there? How high a bridge then.
Fred, who runs a supermarket near Toulouse, was talking about how easy it was, right from the beginning of the year, to detect the change in buying habits, although the sharp swing away from brands came in about May. Danone yoghurts down 9%, where before it was 3 freezer shelves stacked with President butter to one own brand, now it’s 2 and 2. Own brands have been winning out over the grandes marques for quite a while. For Fred, that’s fine, so long as he’s tuned early to the changes and can change his buying.
I was thinking about this in respect of some work on future story exercises I’m working on with Anecdote just now. Shawn, delightfully, uses William Gibson (science fiction writer)
The future is already here, it’s just not evenly distributed
Fred can see the future in the changed distribution of butter in his freezers, one tiny image which pretty much conjures up a whole picture of crumbling economies. Of course, for organisational visioning you’d like the picture to be rosier, in one way. But it is rosy too. The own brand comes into it’s own.
I wonder whether there’s something too in the ditch versus bridge difference. We’ve been imagining future stories as a way to build a bridge from the future to the present, using present anecdotes (Gibsons we’re calling them) about future signs as part of the construction materials. Perhaps we need to be thinking about filling in ditches, combler la fosse, rather than bridging a gap. Or perhaps we need to build very high bridges indeed, knowing that the winter rains will wash away lower ones.