Much is being said about how the health, economic and social crisis in which we find ourselves will change the way we live and relate to the environment. Without a doubt, this new conception of the world will also transform the role of companies, their management and their relationship with interest groups.Will arise new leadership styles, agile ways of working and, of course, transformations in everything related to technology. And it is that the world of tomorrow must be prepared to face a very different scenario than we were used to. For this reason, I would like to approach from here certain changes that, in my opinion, will outline the context in which organizations will operate. Starting to think about them is key to anticipating the future and being part of the solution.
A change in society
First, we will find ourselves in a more reflective society. Byung-Chul Han stated a few years ago that our society was characterized by being focused on results and search for maximum performance.
However, I think this will be one of the big changes to the new normal. If this health crisis is teaching us anything, it is the need to strengthen the relational dimension and increase collective identity built on trust. The global health emergency is revealing how societies where the common good prevails are more successful in the face of threats and adversities than those where the individual dimension prevails. Noah Yuval Harari already said it when he affirmed that what really makes us human is our ability to consciously cooperate on a large scale.
I think Covid-19 is driving us to become more aware of our social dimension; This makes us a more united community whose cornerstone is trust, which makes our personal relationship network, family, commercial and institutional.
Organizations must read the social context to anticipate the trends, needs and expectations of citizens
Those who know me know that I always emphasize the clear need for organizations to have professionals and mechanisms that allow them to read the social context to anticipate trends, needs and expectations of citizens and promote effective management that generates innovation, transformation and sustainable and balanced creation of wealth for all stakeholders. This requires a new leadership style based on trust and on transparent and responsible horizontal structures and communication strategies.
Leadership will no longer be based on authority, but on exemplary based on a purpose and values shared by all, and especially by employees and customers, thus generating attitudes and behaviors aligned with the new culture and with the business goals. It also requires indicators and measurement models that allow us to know in real time the pulse of our stakeholders. Hence, consider that, in the new world, which is already here, intelligence and advanced data analysis will be decisive to generate and protect all the value that organizations contain.
Cultural and digital transformation
Furthermore, I note that the situation in which we find ourselves is accelerating digitization and the implementation of a profound cultural transformation with the rapid adoption of new models and ways of relating and working. The arrival of the Covid-19 has disruptively accelerated this transformation, implementing conciliation measures and agile work processes.
Today more than ever, organizations have discovered the power of mutual trust between employees and the organizations in which they work. The scope of work will no longer be a place (the office) to be an activity that takes place every day. This will lead organizations to strengthen their cybersecurity systems, reformulate decision-making processes, information flows, and redesign the digital experience of connected employees from different locations and time zones. An ecosystem, therefore, in which shared purpose and values are the best guarantee to ensure the ethical behavior and integrity of all collaborators.
The coronavirusAs we can see, it is accelerating the cultural transformation and digitization of companies. Technology is being a great ally, enabling communication and connectivity in the personal and professional fields. Its effectiveness in combating the virus has been demonstrated through geolocation, the study of citizen mobility, the control of body temperature or the creation of real-time data monitoring applications, as has been done in South Korea.
The future requires predictive logic and it will be technology that allows us to obtain data, make analyzes and forecast scenarios
The future requires a predictive logic and it will be technology that allows us to obtain data, analyze and forecast scenarios and behaviors to make better decisions. The power will belong to whoever has the best data and knows how to use it with intelligence and integrity. At the same time, the debate opens about its limitations in the necessary guarantee of privacy and data ownership, the possible negative impact on inequality – half of the population does not have access to the Internet – or poor communication practices and large-scale manipulation.
Once we get back to normal, things will have changed. The companies that will adapt better and faster will be those that have already begun to ask themselves questions before the crisis about what their purpose in the world is, what their competitive strengths and capabilities are, and what their main groups of stakeholders expect from them. interest. They will be able to give an authentic response with concrete actions that generate credibility, trust and a good reputation. There will be many cases in which the hierarchy of values and business models have to be reformulated and redefined in the face of the new normality in which values and attitudes, behaviors and consumer and social habits will also have changed. Those that do it correctly will succeed and will have strengthened their resilience.
I believe that this crisis, unprecedented in our recent history, allows us to learn and accept that we are vulnerable as individuals and that we cannot control nature. But we have also discovered the strength we have when we feel and act as members of a global community. Thanks to this instinct for cooperation, engraved in our genes, we will be able to overcome the crises that will come in the future.
*Angel Alloza He is CEO of Corporate Excellence – Center for Reputation Leadership.