Do the same thing as last year ? Flux that.

Generation X, Generation Y, the Millennials, Gen YNot.  All useful and descriptive phrases.  ( If everyone in the meeting is clear on what they mean that is. ) The next generation that will change everything however is not purely defined by age and demographic but by attitude and action.  It is Generation Flux.

The pace of change in business is accelerating.  Sometimes this feels chaotic.  Some powerful people in our industry seek to hold back from changing things too fast.  I am often reminded not to throw the baby out with the bathwater (as if I would).

FastCompany magazine is convinced that the way to ride the chaos is extreme flexibility through every part of your organisation.  They write “What defines GenFlux is a mind-set that embraces instability, that tolerates–and even enjoys–recalibrating careers, business models, and assumptions”.  Not everyone will join GenFlux.  But any organisation that lacks the ability to embrace the climate of change will be at a disadvantage.  To do well you need a collection of skills, but it is more key whatever your skill base to be open minded and of course flexible.  Part of the current climate is that no-one can predict which element of change will be most successful.  But curiosity for change and a hunger to test and learn new ways is essential for people and organisations that want to have a good year in 2013 and beyond.

Campaign magazine asked this week if “media buying briefs kept up with the changing lifestyles of the 40-plus demographic ?” That’s a good question to ask but the real question is around the looming divide between GenFlux and everyone else.  Are media briefs delivering against the same kpis as last year in the same ways or are they looking for change? What signals are senior managers giving their teams – are you being asked for stability and consistency or to challenge everything?   It’s time that bathwater got stirred up a lot more in my opinion. Hold that baby for me would you, it’s time to pull the plug.








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