To quote Shakespeare, sometimes you have to be "cruel to be kind".
In a COVID-19 world, the word unprecedented has now been applied to nearly every facet of the reality we find ourselves in.
Every day brings with it changes and new challenges. Not everyone is happy. In fact, the majority are facing some of their toughest times to date.
On Thursday Premier Peter Gutwein once again implored Tasmanians to do what they could to work with the government on practicing social distancing and adhering to isolation rules. He also had a strong message for visitors - "don't come".
It's certainly not the message we are used to hearing. Particularly from a government that holds the state's visitor economy to such a high regard. But unprecedented times call for unprecedented measures. So why aren't people listening?
From Sunday, hotels and other accommodation including caravan parks will be closed to non-essential travellers, workers or permanent residents.
The government has also made it very clear that a hard lockdown is not yet off the table - something that would wreak further economic havoc on the state, far worse than what has already been felt.
Yet many people remain complacent, despite repeated messages that it is everyone's responsibility to help "flatten the curve". Decisions are being made quickly, but the necessary changes in people's behaviours and attitudes are not keeping up.
Instead, a culture of blame and shame has emerged. People are quick to jump to conclusions, without knowing all the facts. Just as people are quick to dismiss or discredit warnings altogether.
Understandably we are all reacting to a quickly unfolding situation, and while we must remain calm, when it comes to an effective response to COVID-19, time is not on our side.
Decisions need to be made quickly. Saying no to tourists will cost us. But it's not permanent and it's certainly more than a precaution - it's a necessity. There is simply too much at stake.