Working in the VUCA World: Marketing Skills for an Uncertain Future
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The document discusses the concept of VUCA (volatile, uncertain, complex, ambiguous) and how it relates to the changing 21st century work environment. It notes that independent contracting and freelancing are becoming more common, with half of all workers expected to be freelancers by 2020. This more volatile work situation is creating a complex environment for both workers and companies. The document advocates for strategies like workforce marketing 2.0, self-marketing and personal branding to help navigate this uncertain 21st century work reality.
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Working in the VUCA World: Marketing Skills for an Uncertain Future
- 1. Working in the VUCA World 21 1 October 2014 Working & learning in the VUCA World 21 connect2communicate 2014 ©
- 2. © © VUCA is just a shortcut for... 2 October 2014 Vuca is just a short cut for volatile, uncertain, complex, ambiguous. c2c 2014
- 3. V olatile U ncertain C omplexe A mbiguous and becomes also the acronym for the 21st workflow. 3 October 2014
- 4. What‘s the VUCA reality for the labor market 21? Dependent workers become independent workers Knowledge workers are just HITS.* *: Human Intelligence Task Services Some synonyms for independent workers? Self Entrepreneurs, Subcontractors, Freelancers. Half of You will be freelancers in 2020. 4
- 5. Volatile capital markets create only volatile employment. 5
- 6. Uncertainty becomes the Future of the World Economy „Short term working capital doesn‘t create long term employment, but short term jobs.“ 6 October 2014
- 7. with a highly ambiguous paradigm shift in working time, working space, and working context. 7 October 2014 COMPLEX MARKETS create a complex volatile working environment
- 8. ambiguous: doesn‘t mean multiple choice, but 8 October 2014 ©
- 9. new facts, such as... Workforce Marketing 2.0, Selfmarketing, Personal Branding ... and lifelong recycling! 9 October 2014 Workforce Marketing 2.0, Selfmarketing, Personal Branding are the new navigators i the VUCA workflow 21. ununi .tv 2014.
- 10. Workforce Marketing 2.0 Selfmarketing 2.0 new junctions and channels such as… Stay tuned for the next session! 10 October 2014 need
- 11. 11 October 2014 “Workforce Marketing 2.0 in a VUCA World” English edition December 2014. German edition already on ununi.tv. “Arbeit in der VUCA Welt 21” How it works for SME: Sessions on ununi.tv for professionals. On demand only.
Notas del editor
- In the Zulu language, the word vuca means “to wake up” – and becomes the priority for learning, knowledge, awareness, and creative adaptation. VUCA is also the acronym for Volatility, Uncertainty, Complexity, and Ambiguity in the 21st century business world. Thus, VUCA is the ambivalent meme for the glocal labor markets, where the global knowledge flow icould foster locally creativity, innovation, new isssues for the upcoming Industrial Revolutions: The 21st knowledge is VUCA: skills and know-how are only valuable as long as they are marketable and the global knowledge flow accelerates the steady knowledge recycling.
- Volatility is turbulence and refers to the nature, speed and magnitude of change that is unpredictable. The 21st century labor market is unpredictable for everybody. . And the individual worker inside the new freelance economy How does he get a clear vision about the future of his work to counter volatility?
- Volatility creates uncertainty as past events cannot be used to predict the future outcomes which make decision making difficult. The global information flow and the acceleration of change create complexity which may lead to chaos and utter confusion. The end result of VUCA is the inability to capitalize opportunities and identify threats . Everything becomes ambiguous, i.e. open to more than one interpretation. But for the individual worker, some facts are quite visible: The Industrial Era creating millions of jobs inside big productions units is gone, even if some countries, such as Germany are still very successful in dinosaur the Digital Era is endogenously innovative and opens the Race against Machine, where intelligent machines become unbeatable competitors. Every company has to face the VUCA economy, working inside the digital innovation flow, and this means also a complete reorganization of their operating system. Short term becomes the priority of investments, supply chains and services. And for the workers?
- Volatility creates uncertainty where past events cannot be used to predict the future outcomes which make decision making difficult. Global Players know the challenges of a VUCA World, spending billions of dollars to train their managers to operate in VUCA environment, because a clear vision about the future of their institutions helps to counter volatility. Their coworkers should keep in mind the Zulu meaning of „VUCA.“
- Volatility creates uncertainty where past events cannot be used to predict the future outcomes which make decision making difficult . Volatile capital has one target: Realizing a short term ROI. But what about the future of employment? Volatile markets framed by short term capital flows are no longer creating companies and projects for the next generation. What‘s their strategy? Mobile, flexible, agile small business units working inside a decentralized supply chain and gravitating around a few big global players. Future employment becomes volatile, i.e. the time of a short term project. Uncertain: Freelance economy is in permanent motion and mutation. Complexe: the future work skills become complexe, multifunctional, incorporating a multidimensional knowledge. Ambiguous: There are always at least two different issues.
- The standard employment relationship, i.e. a full-time, continuous employment where the employee works on his employer’s with an employment contract of indefinite duration, standardized working hours/weeks and sufficient social benefits is gone. Precarious work with many different labels such as part-time employment, self-employment, temporary work, on-call work, home-based workers or telecommuting and HITS (Human Intelligence Task Services) and freelancers become the new labor landscape.
- Complex economies are never in equilibrium, but constantly subjected to shocks, both exogenous and endogenous, that affect its short-term movements. Just remember the 5 caracteristics of complex economies: Openess: The complex economy is open, dynamic, nonlinear, and generally far from equilibrium. Archipelization: In the complex economy, production and supply chaines become archipels, i.e. agents with limited informations. When faced with novel environments, the shift to new heuristics is uncertain. In neoclassical economy, by contrast, agents have perfect information and can costlessly optimize. Network Effect: the complex economy agents participate in sophisticated overlapping networks that allow them to compensate for having limited information and facing formidable information processing costs. Supremacy of Mathmematics: In the case oft he complex economy, the higher level modeling constructs are largely absent, thus, mathematics provide the tools for evaluation and prospection. Algorithms are the basis for any Business 2.0 solution. Evolution: Permanent novelty and innovation are fueling the complex economy. Complex markets are the consequences of complex economies.
- Ambiguous means open to more than one interpretation, but the binary strategy becomes the alternative for many freelancers: HIT or slashing? Slashers are part of the Makers‘generation.
- By 2020, half of the working population will be in freelance, not only in the USA, where 53 millions are already part of the freelance economy. It’s a global trend and the condition for competitiveness in the VUCA economy. Millions of employees become millions of freelancers, i.e. self-entrepreneurs creating their job and selling their skills on the glocal labor market. Selfmarketing and workforce marketing with Social Media Support become the new disrupting strategies for the independent worker. The frame for this new workforce marketing 2.0 is already operating. Do you know the nuts and bolts?
- Have you already on your screen the new junctions, channels and roundabouts? It’s a very sophisticated system. But you’ll have to know the superhighway codes and driving habits.