Real life and the markets there are much more complex than what the simplifying dichotomies almost always make us believe.
Covid-19 greatly accelerated the transition to phygital, the PHYsical enabled and extended by the diGITal orchestrated in sociAL space in [almost] real time. Whole markets, institutions of the most diverse and people in general are in a TRANSITION from PHYSICAL to PHYGITAL.
But in retail, for example, there are companies thinking that becoming a phygital is just "opening an e-commerce", as if it were "just another store." In education, many people think that it is just providing "online classrooms", and the industry naively believes that the time has come for the "digitalized industry, 4.0." It is far more complex than that, of course.
There is a need for a cultural transformation: a radical change in the fundamentals of support for the processes of creation, delivery and capture of value in the organization, with a significant part of the analogical [or digitalized analogical] bases being exchanged for digital, networked, people platforms, that redefine not only the business, but the market.
This new space-time is a big part of the new normals and this document is exactly about that. Good reading!
business and people
It is necessary to understand contexts based on networks of people, connected, participating in relationships and interactions. And in the treatment that the business has to give, in such a context, to interactions, with internal and external networks, to produce meanings and knowledge.
Adapting to networks of people means being prepared for continuous and [almost always] rapid changes. In network businesses, nothing is definitely ready, everything is set to change in response to the context.
They all invent, reinventing themselves, all the time. This creates a fluid time, where everything evolves around you even if you don't do anything about it. Even if you don't change, people change; transformation happens mainly in people, maybe even caused by businesses other than yours, and with time it carries with it all the businesses in a market, the entire market.
All businesses, large and consolidated or small and in formation, need to adapt, evolve and - at the end of the day - transform itselves to live, and survive, in networks of people.
Because business is abstraction: what matters is people.