Leadership Singularity: How Marketing Can Save The World by John Caswell & Jonathan Cook & Patrick Novak & Virginie Glaenzer

Author:John Caswell & Jonathan Cook & Patrick Novak & Virginie Glaenzer
Language: eng
Format: mobi, azw3
Tags: Non-Fiction, Business, Marketing, Sustainability, Leadership, Politics
ISBN: 9798666567159
Publisher: Self Published
Published: 2020-09-09T14:00:00+00:00

A hunger for face-to-face interaction.

A need for full human connection. That nature of contact that cannot be achieved on screen.

A feeling of skin hunger. This is the emotion that arises out of deprivation from human touch.

The rediscovery of the vital importance of humanity to business can inspire us to develop techniques of robust emotional experience to match the dominant technologies of digital information now at our fingertips.

A business has the opportunity to synthesize new kinds of platforms that are at once digitally powered and infused with humanity. This new direction for business will be fully embodied, informed by the insight that, after all, human beings are not computers with bodies attached. We’re biological, hormonal, muscle, and sinew fully integrated with a neural net.

We are part of a greater whole.

What’s more, we have learned through the struggles provoked by COVID-19 that we are more than just individuals. We live and die as communities, flattening the curve of infection, and maintaining public health only when we work together. In this forced experiment, everyone’s contribution counts, regardless of income or social status.

In the past, attention in business has focused on executive leadership, because that’s where the money is. We see more clearly now that the entire community of a business contributes vitally to its place in society – to achieving its vision and that all involve the new definition of marketing, from the C-suite to the clerks and employees on the front line.

Acceleration

The pace of business has focused on the industrial metaphor of the need for speed. Still, the unanticipated pause created by the coronavirus has forced companies to slow down. And in the process to rediscover the distinct advantages of unhurried moments.

The interlude has led to moments of self-reflection that, though they are often painful in their clarity, are necessary to keep business cultures on a dependable and trustworthy course.

Marketing can no longer remain a superficial gloss on coldly-engineered machinery of profit.

Consider This: the CEOs, who signed a declaration of purpose in 2019 to realign their businesses to benefit shared human values. They have been exposed, by a New York Times investigation. They were maintaining dividend payments and extravagant executive compensation packages even as they fired hundreds of thousands of employees.

Sustainable marketing is impossible when trust has been eroded. When promises are not kept, when actions contradict communications, even the most sincere messaging cannot be accepted at face value.

Just as public health programs require consistent, community-wide action to be maintained, corporate financial health requires that businesses be maintained as entire communities, rather than allowing executive headquarters to attempt to survive while cut free from the body of the company.

To enact this new version of total corporate health, we seek new metrics of overall company fitness to replace the short term, limited metrics. Business requires a new kind of data science and design, one that doesn’t aim for the minimally viable product, but maximal viability. Optimization is out, replaced by the enhancement of experiences in the workplace and the marketplace, expanding possibilities rather than narrowing them down to their most directly efficient forms.

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