Читать книгу Business Trends in Practice - Бернард Марр, Bernard Marr - Страница 9

This is a book about business trends. But no business operates in a vacuum. Organizations are constantly shaped by the world around them. And that's why we start our journey here, with some of the biggest trends emerging in politics, economics, and society.

In this chapter, I outline five major global shifts that business leaders must take into consideration as they plan for the future. This is not just a “nice to know” chapter; these trends have very real business implications (you'll find some practical lessons at the end of the chapter). Each global shift outlined in this chapter indicates where future business opportunities may lie, meaning the most successful organizations of the future will be those that address and move with these shifts. The flip side, of course, is that these global shifts also pose risks for businesses, particularly the risk of being left behind. As a result, many businesses will end up sidelined, overtaken by their more forward-thinking competitors.

What struck me as I was writing this chapter is that many of these trends are contrasting. For example, we're seeing a trend toward cultural convergence at the same time as growing divergence, which, on the surface, is a bit of a head-scratcher. Perhaps one feeds into the other. Or maybe it's simply a sign of the confusing, uncertain world we live in these days. One thing is sure: businesses will have to contend with some trends that are seemingly pulling in different directions. Adapting to this new age of uncertainty may mean rethinking what your business offers and how it is run (more on this in Parts III and IV of this book). For now, let's immerse ourselves in five of the biggest global shifts that are emerging, starting with our relationship with our planet.