Surviving the cataclysmic shift
Everyone lives life by their own set of rules, usually based on their own perceptions and preconceived beliefs. The stronger ones amongst us manage to convince or bend the rest of us to their way of thinking……and this pattern is repeated in all aspects of life from our personal lives to our professional ones.
Some years ago, workshops began springing up everywhere, that divided employees into 2 categories, 'leaders or followers', and taught them how to make the most of the role they identify with, in order to contribute to the success of the company. Added to those 2 categories, should be one for 'impartial' people,a category for those who opt to take a back seat.
The propensity to take a ‘back seat’ or ‘sit on the fence’ and watch, from a safe distance, as life unfolds around us, is sadly becoming the more popular option for many of us. Of course, from that distance, there is no responsibility or accountability if anything goes wrong. Neither does this behaviour allow for a ‘live and let live’ mentality; on the contrary, it almost seems that by choosing to be impartial, one is automatically awarded the right to remotely point, blame and criticise the rest of us who actually are out there participating in life.


We have transformed from active participants to passive critical bystanders, and we are now in the process of becoming ‘passively controlling’. For business, the ramifications of this behaviour are catastrophic. The massive numbers of passive critical bystanders and soon to become passively controlling are a business’s consumers, clients, vendors, employees and investors. Will a business's success or failure be imperilled by impartial clicks and tweets? Will a business become captive to the whims of clicks and tweets in order to survive? We have already experienced the effect a few well-chosen clicks and tweets can achieve in the right social context and environment - the wider Arab Spring and the London Riots are a good example of this.

This passively controlling group are a business’s potential consumers, clients, stakeholders, employees and/or investors. Perhaps the time has come, to throw out the antediluvian business models we are still using, business models that are primarlity product or service driven. It is not enough for business to become consumer driven, a growing popular trend that focuses on implicit brand and customer engagement strategies. A business must also remodel its sales, management and operational strategies to reflect a rapidly changing society.
In order to survive this cataclysmic shift business must 1) develop a comprehensive society-focused business model that will encompass every one of their stakeholders from consumers, clients, vendors, partners to employees and investors and 2) reconstruct their business models to ones that are innovative, practical and results driven. Finally a business must also continuously monitor and recalculate its position in order to keep up with the fluidity of today and tomorrow’s market expectations.
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