Presentation at the Leader Thinking Forum on how digital trends will combine with demography, globalization and natural resources to change business environment in Brazil

1. Digital Economy, Markets and Organizations:
A Brazilian Perspective
São Paulo, 11/25/2015
marcelo.coutinho@fgv.br
@mcoutinho

2. Demography Nature limits
You / Your Career / Your Company
Globalization of legal
and compliance systems
Digital
Information
Digital
Social Networks
Internet
of Things

3. Source: Envelhecimento populacional e desafios para o Sistema de Saúde Brasileiro, 2013
Brazil will age faster than Japan

10. 1995...
Digital Information
You / Your Career / Your Company

11. Average Time watching TV Mon-Fri: 4hs 31min
Average Time listening Radio Mon-Fri: 3hs 42min
Average Time on the Web Mon-Fri: 4hs 59min
Average Time watching TV Sat-Sun: 4hs 14min
Average Time listening Radio Sat-Sun : 2hs 33min
Average Time on the Web Sat-Sun: 4hs 24min
TV and Web are the major media in Brazil
Source: Pesquisa Brasileira de Mídia 2015 - Secom

15. Fonte: TIC Domicílios 2014, CGI (campo Out 2014-Mar2015)
Internet access via mobile is growing
in Brazil (76% of total internet users)
34% of mobile owners acess the web
while watching TV (July 2015)

17. 1995...
Digital Information
2005...
Digital Social Networks
You / Your Career / Your Company

22. 1995...
Digital Information
2005...
Digital Social Networks
2020...
Internet of Things
You / Your Career / Your Company

27. Source: Deloitte

29. New consumer
relationships and expectations

30. Source: Data Never Sleeps 2.0 – Domosphere (Google, NY Times, Apple, Cisco, The Guardian)

31. Source: Google, The Connected Consumer Survey, 2015

32. “In an information-rich world, the wealth of
information means a dearth of something else: a
scarcity of whatever it is that information
consumes. What information consumes is rather
obvious: it consumes the attention of its
recipients. Hence a wealth of information creates
a poverty of attention”.
Herbert Simon, 1971
Attention is the new oil

34. The ability to connect with society
is the new frontier of competitive
advantage and profitability

37. Redefine Organization Design
and the meaning of work

40. Argentina: 91
Chile: 38
Colombia: 64
México: 69
Peru: 90
Venezuela: 103

41. Message to HR: Generation Y will age

42. Published: December 14, 1986
the baby boom generation, people who
don't like being told what to do, who don't
trust The Company, who want more than
the satisfactions of money and title and
who, deep down, though they haven't said
so recently, want to contribute something
to society. These children of the 60's,
bearing their Ph.D.'s, J.D.'s and M.D.'s, are
hot properties, Mr. Raelin says. Companies
want to hire them, but once hired, they are
hell on managers and, if managers don't
handle them right, they leave.

43. To the baby boom parents
(themselves emerging from the
II World War and the Great
Depression), familial life was
equated with material
possession; their children were
to have everything. Never would
they know the deprivation and
hardship experienced by their
parents. The result was a
declining work ethic
Management Review, UCLA, 1988

44. Cognitive, non-
routine
Manual, non-
routine
Cognitive,
routine
Manual,
routine

45. HR is based 20th century
bureacracy (control), not leadeship

46. You can lead, but you cannot control
(even in the Army)

47. Rethink Competitive Advantage Cycles

51. As noted by Geoffrey Hosking in “Trust: A History”: “…trust
is mediated through symbolic systems and their
corresponding institutions, and those systems and
institutions change over time”. After religion, money and
the nation-state, may be a new symbolic system is
emerging, where trust is based on technology, social
networks and economic exchanges (my hypothesis). The
growth of the sharing economy suggests that it will make
more difference in societies like Brazil, where the state has
failed in improving trust. This is just a hypothesis that needs
the test of time, but if it is correct will show a growth path
for many startups

52. Source: McGrath, 2013

54. Final Question: Can Shareholder Value Doctrine
deliver in this new game?

56. Shareholder Value is not destiny.
Is just a phase of economic history

57. Culture eats strategy for breakfast

59. Imagination is more important than knowledge.
Knowledge is limited. Imagination encircles the world

60. Digital Economy, Markets and Organizations:
A Brazilian Perspective
São Paulo, 11/25/2015
marcelo.coutinho@fgv.br
@mcoutinho