Progress reaction profiles are affected by both catalyst activation and deactivation processes occurring alongside the main reaction. These processes complicate the kinetic analysis of reactions, often directing researchers toward incorrect conclusions. We report the application of two kinetic treatments, based on variable time normalization analysis, to reactions involving catalyst activation and deactivation processes. The first kinetic treatment allows the removal of induction periods or the effect of rate perturbations associated with catalyst deactivation from kinetic profiles when the quantity of active catalyst can be measured. The second treatment allows the estimation of the activation or deactivation profile of the catalyst when the order of the reactants for the main reaction is known. Both treatments facilitate kinetic analysis of reactions suffering catalyst activation or deactivation processes. Keep calm and carry on (doing kinetics): Two different kinetic analysis methods, based on variable time normalization analysis (VTNA), are described for studying reactions with catalyst deactivation and activation processes. The cases studied are a hydroformylation reaction catalyzed by a supramolecular rhodium complex and an aminocatalytic Michael reaction.