Nilofer Merchant, in her excellent new book, 11 Rules for Creating Value in the Social Era, points out that in order for companies to be fast, nimble and innovative enough to survive in today’s Social Era, leaders must meet their workers’ desire to contribute to a mission that matters.
Humans have always had innate desires for purpose and connectedness with others. But those desires can now be fulfilled in new ways in today’s hyper-connected world. During the industrial era, workers were content to check their brains at the door, dutifully do the work like a cog in a giant machine and take orders from a handful of managers and leaders. But people have much different expectations today. They want their talents to be appreciated and the opportunity to contribute to the business in a meaningful way. And they’re not hesitant to vote with their feet, gravitating to those organizations that meet those needs.
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