Tuesday, 16th June, 2009 at 18:02
Anne McCrossan on business transformation: part 1
This post forms part of a series of guest articles by experts in different fields around business and social media.
Anne McCrossan, founder of Visceral Business, is a branding and change management consultant with a dizzying track record and client list. After reading her recent article on ‘Recalibrating Organizations’ last week, I interviewed her with the goal of drawing out a couple of ideas around change and corporate leadership for a SOMESSO guest article.
In the resulting hour-long conversation, Anne ranged across contemporary challenges in society, culture and the environment, the need for a new approach to business, and the power of social media to contribute to - and help us navigate - this changing landscape. What follows is the first of a 3-part miniseries based on that interview, where Anne looks at how these developments impact businesses, and how in turn businesses can begin to transform themselves to meet these opportunities and challenges.
The social dynamic and the transformation of business
With something of a perfect storm of food, energy and water shortages being forecast by 2030 and the combined forces of social technology, economic recession and environmental change making their mark, the possibility of a new social ethic is emerging with the potential to transform the way we do business. Whilst ensuring we bring the intangible assets and existing equity of established businesses with us into this new commercial domain, new business models are required that involve a recalibration of organizations and businesses as we know them. And this means that marketing and organizational development needs to be reinvented.