: Jane Cavalier Lucas
: The Enchanted Brand How To Strengthen The Human Side Of Business
: Indie Books International
: 9781952233807
: 1
: CHF 10.70
:
: Werbung, Marketing
: English
: 272
: DRM
: PC/MAC/eReader/Tablet
: ePUB
Do you sense we are living in a new world where everything seems upside down and people are acting in unexpected ways? How can your company best show up and perform in this unpredictable, volatile environment? By creating an Enchanted Brand. An Enchanted Brand is a new tool for managing the human side of business. Unlike brands of the past designed to sell, an Enchanted Brand is designed to serve. In an era of unrelenting and unthinkable change, the Enchanted Brand is a trusted constant that people rely on for strength. It forges a new kind of emotional connection by stimulating the imagination which enables people to transcend a daunting reality. Jane Cavalier explains how an Enchanted Brand works, how to create one, and how to use one to align and empower people for the good of your organization and the world.
PART I: A WORLD IN METAMORPHOSIS
1
From Caterpillar
to Butterfly
The networks and systems that drive our daily life have caused the emergence of a vastly new world. “The 21st century will be equivalent to 20,000 years of progress at today’s rate of progress,” says Ray Kurzweil, Google’s director of engineering. “Organizations have to be able to redefine themselves at a faster sand faster pace.”2
Over the next decade, we will experience massive social and cultural change, which will result in a complete overhaul of how we do business. When combining the dynamics of people and the internet—ubiquitous connected devices and systems, the dark web, alternate currencies, artificial intelligence (AI) with big data, global interconnectedness, ubiquitous computing, the digitization of matter, new modes of manufacturing (such as three-dimensional printing), and the sharing economy (with the barter and gifting economy)—it’s easy to see how different the world is becoming. There will be persistent disruptions causing disequilibrium, increasing divergence and diffusion, shifts in power and ownership, virtual and augmented living, a significant automated workforce, and time compression.
The very nature of life as we know it is transforming before our eyes. The late German scholar Ulrich Beck, in his bookThe Metamorphosis of the World: How Climate Change is Transforming Our Concept of the World, explains that we are in an age of radical planetary and human change, change beyond revolution, and that we are only at the beginning. Joshua Cooper Ramo, in his booksThe Age of the Unthinkable: Why the New Global Order Constantly Surprises Us and What To Do About It and The Seventh Sense: Power, Fortune, and Survival in the Age of Networks, talks about how the new dynamics of technocratic systems are fundamentally transforming humanity. I will touch on elements of the above ideas so that you gain insight into our new, changing world and do not risk seeing events and changes through an obsolete lens.
Recall all the unthinkable events you have observed such as 9/11, the financial crisis (for example, the failing global banking system), climate change, COVID-19 pandemic, ongoing mass shootings, global civil unrest in the face of entrenched income, racial and social inequality, a growing home-free population, personal gender transformation, and even the prospect of space tourism. With metamorphosis, old certainties of modern society fall away and something new begins to emerge. Metamorphosis alters our way of being in the world—t