THE PATH FORWARD

If we’ve learned anything in the last few years, we know deeply that our ability to cope, let alone to thrive, is directly related to our ability to adapt. The pandemic illustrated this fact with brilliant and sometimes sobering clarity, although this principle has presided over our reality since our earliest beginnings. At the root of ‘The Great Customization’ is learning to cope with the amount of adaptation necessary to keep up with the accelerating pace of change and technological advancements that could disrupt everything.

Some will trumpet their fears or nervously fidget with yesterday’s tech, appearing almost hysterical. Watch them closely, but only to make sure you’re not looking in a mirror. Because, plainly stated: these organizations are the losers. Their inability to adapt is preceded by countless others, leading back to our emergence from the primordial soup.

The blur of today’s reality only appears fuzzy because changes are zooming past us. Some are large and impactful and others imperceivable to the inattentive mind. For the blur to come into focus, one must attempt to move as fast as the changes around us. A critical element of integrating this notion is to become accustomed to and eventually mastering Fluid Dynamics. An organization that can quickly adapt is keen to act swiftly and even take measured risks (‘fail quickly and then adjust’). Are the post-pandemic shifts that have called into question our until recently ‘state-of-the-art, high-performance workplace’ the cause of a company’s workplace strategy demise? Or is it the company’s inability to reflect the fluid dynamics of our era— to run along with the changes, rather than run away or remain stuck? In essence, the Great Customization requires people and companies to adapt.

The motives behind why we consistently went to our physical office in the past have changed— the hybrid world is here to stay. We all have argued, “it’s better to collaborate with people in-person,” and there are good points to be found in the hyperbole. But, there’s something more companies can do to entice people to return, something so compelling and deeply woven into your physical environment that it can’t be felt from home or on a Zoom call— project a stronger brand purpose for your company. Embolden Your Brand, seek a work setting that radiates a vibe and causes behaviors that align with your ethos. Adapt to the changes your workforce really wants— not just flexibility, but to be inspired by the settings they’re immersed within.

The notions of Fluid Dynamics and Emboldening Your Brand are not mutually exclusive; they’re intermingled and should be considered simultaneously. Transformation is in the air: for your people, your company and its customers, and the world at-large. Let’s roll-up our sleeves, be open-minded and lean into the challenges ahead.