New rules for good business
David Blyth and Team
Brands & Branding 2021
Unpredictability. It’s certainly a word we’ve all become more familiar with recently. More comfortable even, as we’ve flexed between home-schooling , queuing for groceries and brainstorms via Zoom over the past year. This unpredictability is problematic for the world of business that has historically been built on systems, structure, order and predictability in order to be able to plan ahead. But if 2020 has taught us anything, it’s that the ability to adapt and respond quickly when plans go awry is fundamental to business sustainability. While the COVID pandemic might be most top of mind at the moment, there is evidence all around that increasingly rapid change is a part of everyday business reality. Who could have predicted that a 15yr old
with a placard could influence the agenda of global politics? Or that the convergence of distrust in big business and the rise of e-Commerce would see start- ups challenging the dominance of industry giants from beauty to banking. There are disruptions reshaping our economy and society every day and modern organisations are being forced to recalibrate as technologies, markets, and people’s behaviours rapidly evolve. Against this backdrop, business sustainability takes on new meaning.