Читать книгу From Me to We - Garner Janine - Страница 9

The future is so uncertain that many organisations and consultants have adopted a term originally coined by the US Army to describe the results of the end of the Cold War – the acronym VUCA. VUCA describes a world that is increasingly Volatile, Uncertain, Complex and Ambiguous. This world is fast, change-focused and demanding. Agile thinking, decision-making and action are now the norm. And the result? Individuals and leaders are left feeling alone, exhausted and uncertain about their place in the future. The rapid changes that are taking place are affecting how we operate. We are forced into the space of Me – one where we reassess, consider options, invest and focus on the self. We protect what we know, learn what we don’t and then hope that we can fake it till we make it.

The collaborative economy

So what approaches will work in our rapidly changing environment? The collaborative economy is where networks of connected individuals, communities and businesses – as opposed to centralised closed-door thinking and business planning – work together to drive success. The power of this is inestimable as it connects people, businesses, skills, services, products and space to drive new opportunities and strategies for future-proofing. Who could have imagined, for example, that one day – and that day is now – NASA would be using LEGO building blocks to educate astronauts in the International Space Station, and in turn providing LEGO with inspiration for their designs? Or that Coca-Cola would be working with ECO Plastics to develop sustainable and ethical bottles? Their agreement marks a turning point in the processing of industrial waste in the UK.

Collaboration is so much more than the sum of its parts. The nuts and bolts of sending an email, being on social media, placing a paid advertisement or doing a mass mailing are no longer enough in terms of ‘engagement’. What consumers and internal clients are asking for is that businesses understand them; that they speak to them as human beings, not numbers. They are demanding a customer-centric approach to decision-making and new product development. They want to know the depth behind the logo, the thinking and the rationale behind the leadership.

The collaborative economy is a space where if we are authentic, play by rules of openness and transparency, and follow our passions, we have the opportunity to build collective intelligence, trust and connection, and to surprise and influence many.