Is this really a direct marketing dilemma?

It is when the rust-out occurs among the people in your company or when it occurs in you. Rust-out on the job, like rotting metal equipment at home, can also look terrible, can lead to the demise of a career or can become the cause of a lethal physical illness or the loss of a company.

There are some telltale signs that rust-out is beginning. People dealing with rust-out will come to work not caring about how they look. Their personal space may have a not-cared-for look to it as well. They may become chronically late or often be absent. They may shuffle papers at their desks or bustle from appointment to appointment without actually getting anything done.

Some people become quiet, introverted, emotionally withdrawn and isolated, which may bring on a more serious long-term depression. Others resort to a self-prescribed pick-me-up, whether it's caffeine or prescription stimulants. This can cause problems with under-eating or overeating or abuse of alcohol or other substances. Still others become angry, blowing up at anyone who crosses their path. This can eventually lead to violence in the workplace.

Pauline, a creative director in a midsized agency, has been with her company for eight years. Although she was initially enthusiastic and liked what she was doing, senior management has put more and more limitations on her creativity while steadily increasing her workload. There's lots of gossip around the office that the firm will be merging with another agency and that the consolidation is going to lead to staff reductions. Pauline hates getting up in the morning and dreads going to work. When the phone rings, she's reluctant to pick it up. She has been dealing with negative thoughts and a feeling of worthlessness. She is constantly exhausted and unhappy.

Pauline is on a fast track to disaster, both personally and professionally. One of the main problems she's facing in overcoming job rust-out is the denial she has about it. (“Oh, it's not so bad. Everybody feels this way.” “There's really no jobs out there — the economy is too bad.” And even more detrimental is that she sees herself as a martyr or victim, which leaves her feeling impotent about being able to change her situation.

Barbara B. Reinhold, author of “Toxic Work” and “Free to Succeed” notes, “People are tired of not being in charge of their own work lives — tired of wondering when the next merger might send them packing, tired of being forced to choose between their families and their careers, tired of being discriminated against because of their age, tired of wanting desperately to use skills and interests that don't fit into their current jobs. Clearly, people are eager to own their own lives, but they're often not sure if that's really possible for them.”

Both of these stress experts say that to bring about change and satisfaction to a rusted-out workplace and work life, you first must be willing to take a look at yourself. A deep, no-holds-barred look in the mirror about what's really going on is the first step to changing yourself and your surroundings. Are you creating an impression of helplessness by convincing yourself that your situation is someone else's fault? Do you believe there's nothing you can do about your feeling that others (your boss, the company, the economy, the war, terrorists) are in control of your life?

Reinhold is also director of the award-winning Career Development Center at Smith College. She advocates an individualistic approach to combating rust-out — that is, by becoming a free agent and enabling yourself to emerge from a toxic work environment. She offers six role models of free agents: Eleanor Roosevelt (rebel); Ben & Jerry (free spirits); Charles Schulz (“imagineer”); Bill Gates (gambler); Sophocles (philosopher); and Martha Stewart (desperado). What model do you need to use to begin to envision change for yourself, your department and your company?

Rusted furniture, if caught in the early stages, can be brought back to life and look like new.

Rusted-out professionals and companies need to take the same steps to overcome their problems: awareness, acceptance and action.

• Awareness

  Break through your denial about what's going on. Do a thorough self-assessment and find your part in contributing to the rust-out.

• Acceptance

  Own up to the fact that you contribute to rust-out with sarcastic remarks, constant complaining, making mountains out of molehills, continually judging others and maintaining a doomsday air.

• Action

  Renew your vows to the organization and to yourself. Begin to make small personal changes. Get to work on time. Honor deadlines. And pass up the gossip.

At the very least, you will come out of this malaise with a renewed spirit, which can begin to shine where you are.

Or you can take it on the road with you.

Victoria James is president of Victoria James Executive Search Inc., Stamford, CT.

Connie LaMotta is president of Workplace Strategies Associates, Upper Nyack, NY.