Future of Work


Future of Work

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  • Course level: Intermediate
  • Total Enrolled 1
  • Last Update August 25, 2020


A future role of people management

Corporate Strategy is orienting various business ideas along two main perspectives: a) what
does the market out there look like and b) what are our internal capabilities. Between these
two poles, the business ideas develops to a plan. It finds its internal resources, be it human
or algorithmic, be it cultural or procedural, which leads to the feasible end of a business
model. It finds its customer segments with a value proposition and its interactions via
communication and delivery channels, which forms the desirability end. And of course, it
needs a financial viability to balance the cost of resources with the income of customers.

Figure 1: Four views on a Business Model (Osterwalder 2020)

When digitalization comes into play, many business models of the past are challenged and
one quality gains importance, that we did not focus on for a long time: the fast and
accelerating need to adapt an existing business model. Reasons are manifold: as
digitalization fueled globalization, markets have gained transparency like never before. Now
only language or culture seems to be a barrier which separates markets with similar goods
(e.g. US vs China, Christian vs Islamic). Similarly digitalization fueled speed and changes on
one side of the world imply quick changes on the other side of the world. Both, speed and
globalization, are questioning the good old national businesses, so well represented by Willy
Loman in Arthur Miller’s “Death of a Salesman”.

As corporate strategy has to adapt, people management has to adapt – yet what is the role
of the people function here? Let us first of all support the understanding of a people
function, which is not only inward bound and labour focussed, but also understands people
and its behaviour as clients and customers. Traditionally we don’t see this as only one field,
but more as a joint of HR and Marketing or Communication. Yet already Southwest Airlines
organized its People agendae under one division, so the split does not have to sound as
“disruptive” (cf. Lucy Adams).

People management then combines three main roles: the growth engine for competent
staff, experience designer for fascinated customers, and adaptability driver for both people
and products.
1) Growth engine (aka people and org development)
2) Experience designer (aka marketing)
3) Adaptability driver (aka change management)

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3 Lessons

Future of Work

Future of Work and Covid1900:00:00
Draft Lesson

Future of People Management

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