- Good storytelling wins half the battle for young target groups - 19. June 2018
- Foreign sells: Why the country-of-origin effect is an important brand lever - 12. June 2018
- Drawing strength from the DNA of the target market: how local myths and fairy tales offer additional impetus for brands - 5. June 2018
- The appeal to emotions: how to address the rising individualism among consumers - 29. May 2018
- Culture drives consumption: Why cultural values are important in brand building - 22. May 2018
- Market-driven positioning: Only the best value proposition guarantees success - 15. May 2018
- Global, hybrid or local: 4 decision factors for the right degree of adaptation to the target market - 8. May 2018
By this I mean the connection of change and velocity and thus the enormous and rapidly increasing speed of change, which has covered practically all our areas of life. Whether we are looking at politics in Germany and the world, our working environment, the media or marketing, everywhere we are exposed to an increasing – and increasingly difficult to manage – pace of change. We live in a world that is increasingly characterised by volatility, uncertainty, complexity and ambiguity (VUCA).
What does this mean for us as entrepreneurs?
Above all, we must keep our companies agile to be able to react more quickly to changes. This means smaller, flexible units instead of large monoliths. Fluid and flat hierarchies instead of deeply tiered pyramids. Decentralised decision-making structures instead of Louis XVI. Rent, share and lease instead of owning supposedly valuable company assets. Focusing on creativity instead of market entry barriers as a success factor. Encouraging coworking instead of rigid working environments. Lifelong learning and training instead of completed degree courses.
And above all, abandoning vanities, which in practice are the greatest stumbling block to the willingness to change.
And we all know that’s where it all starts!
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