The pandemic, despite all the damage it has done to lives and livelihoods, has provided many individuals with time to rethink the way they are living, to ascertain whether the way they had been living was the way they wanted to live in the years ahead. For a surprising number of Americans, their response has been, “I need to change.” They came to that realization through a two-part process: First, they discovered how vulnerable they are to forces beyond their control; and second, they realized that the pandemic was a seminal event in their lives, freeing them to reappraise their way of living. Two kinds of experiences, which we labeled Psyche Shock andPsychological Breakthroughs, are giving rise to two different kinds of consumers,employees and citizens, one focusing on becoming viable even in uncertain times and the other relishing risk opportunities in those uncertain times.