Hyper slasher6/13/2023 With products such as the new iPhone 4, featuring video calls, and the recently launched iPad, this community is further strengthened. Apple has used its exclusiveness as a positioning tool from its early days and users of its products seem to have created a ‘community’ around them. Designer responseĬompanies with strong brand identities, such as Apple, have benefited enormously from such social developments. By choosing to be a ‘slash’ these people seek the ability to adapt to new contexts, new cultures and new social and economic realities. One of the most compelling undercurrents of the book is that conventional, singular career paths often makes us simpler and by extension less interesting people. Conventional, singular career paths often makes us simpler and by extension less interesting peopleĪuthor Marci Alboher argued in her book One Person/Multiple Careers: A New Model For Work/Life Balance that while people once held multiple jobs as a way to make ends meet, they are now increasingly choosing to have several working identities as a way to make their lives more rewarding. In the age of online communities and digital media, they have taken the co-create idea to the next level: it is no longer a case of ‘expressing myself through the brands I like’, but ‘expressing myself through the brand that I am’. They are twenty or thirty-somethings undertaking multiple careers, often creating brand names for themselves. sales director/author or policeman/yoga teacher), are driving this change in branding. Today’s young professionals, who have been dubbed the ‘Slash Generation’ because of their willingness to adopt multiple identities (e.g. Such interactivity is the essence of any lifestyle or cultural brand. Such changes have had a significant impact on consumer behaviour, and companies are starting to react.Įighty percent of consumers want brands to show a human face, interact with them and reflect their needs. You see friends and co-workers making comments and suggestions about how you feel at that precise moment.” Trend specialist (and DJ), Nina de Man explains: “15 years ago, if you typed ‘I am bored’ into Google, you could see results of Web pages containing the words ‘I am bored’, while today, if you log on to your Twitter or Facebook account and type ‘I am bored’, people understand you. Social networking sites are not only changing the way we communicate but also the way we identify ourselves and relate to others. (The following article was originally published in June 2010 in (A)WAY Magazine, # 29) A new generation, which is defining its own individual brands, is changing the way some companies are designing their products. And that, dear friends, is essential to truly innovate and create value. It gives me access to a breadth of knowledge and experiences I can tap into in order to creatively solve problems. By approaching life as a self proclaimed fool, I choose to remain curious about all things and bridge gaps I would otherwise not even be aware of. If all you have is a hammer, everything's a nail. As Shakespeare would say, "A fool thinks himself to be wise, but a wise man knows himself to be a fool". The danger I see with hyper specialization lies in what people don't know they don't know. "A fool thinks himself to be wise, but a wise man knows himself to be a fool". Yet recruiters still seem to prefer "specialists". Companies like to talk about their "squads" and "multidisciplinary teams", but the true meaning of "cross functional", according to the Agile Framework, is meant to be more "generalists" than "experts", especially in leadership positions. Plush toy optional, but highly recommended. Sometimes, I talk about the challenges faced by blockchain technology.
0 Comments
Leave a Reply. |