Top of Mind Thursday – September 10, 2026: The Day the World Changed

In every generation, there are likely one or at most two key events that have such an impact on our lives they create a dividing line that never disappears: There is Before the Event and then there is After.

For many of us September 11, 2001 was such a day.

Before then, we went about our lives thinking that violence and terror might affect other parts of the world, but here in the US, we were somehow sheltered from such events.

After, our sense of security vanished. We watched videos of planes hitting buildings, of towers disintegrating—even desperate people jumping from the Twin Towers in a last-ditch effort to get away from the devastation.

After, we learned of the heroism of many of those who perished that day—either on the doomed planes or in the towers. . . and of the ongoing tragedy faced by first responders who continue to suffer severe health maladies from breathing the toxic dust as they helped with rescue and recovery.

After, we learned to live with intensive airport screening practices, and realized that one man trying to detonate a device from his shoe caused us to remove our own footwear before boarding a plane for nearly two decades.

After, we watched American troops go to war for extended periods of time in Iraq and Afghanistan—only to find out the mastermind of the 9/11 terrorist attack had been hiding in Pakistan all along.

After, we learned many attempted attacks were thwarted, but some terrorists still get through. And, unfortunately, we continue to see the terrible effects of such events quarter of a century later.

After, we watched some immigrants be unfairly punished for their ethnic backgrounds, while other groups continue to be targeted for who they are and what they believe.

Tomorrow is 25 years after the 9/11 terrorist attacks. Over 3000 people died that day. To honor their memory, we need to keep remembering what happened, why it happened, and to take steps to see it doesn’t happen again. We need to support those who suffered from losing friends, colleagues, and family, and those who remain traumatized by the experience.

We forever live in the After of September 11th. May the memory of those who were lost that day forever be for a blessing.

Check out our marketing leadership podcasts and the video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.

Marketing Above the Noise .