Organisations Must Rethink their Fundamentals—Report


By Adedapo Adesanya

As the year comes to an end, Fjord-Accenture Interactive’s design and innovation practice has advised organisations to rethink their fundamental methods of operation as a new decade approach.

Now in its 13th year, Fjord Trends 2020 through Accenture, a global consultancy, looks ahead to the future of business, technology and design following an unprecedented streak of fast-paced growth and profitability on record and advised that there is need for businesses to engage in a “deep soul searching.”

According to the report, 2019 was a year of climate crisis activism, Big Tech accountability, the booms and busts of the gig economy, and the commitment of 181 top CEOs to redefine the Statement of Purpose of a Corporation. Therefore, there are changing mindsets, accelerated by rising digital adoption forcing leaders to reconsider the very principles their organisations are built on.

The report noted that economics and politics, capitalism and resources, and technology and society have long been entwined, but only now have the consequences of their entanglement burst into the public consciousness.

According to Mark Curtis, co-founder and Chief Client Officer at Fjord, “Protests about capitalism’s trajectory of endless growth defined by profit alone are moving from shouting in the streets to conversations in the boardroom. With this comes an imperative to find new ways to measure growth.

“These new values may change how we perceive the meaning of business in the decade ahead. One thing is clear: winners will be those organisations with sustainable business models and a long-term view of themselves and their impact on the world.”

On his part, Mr Brian Whipple, CEO of Accenture Interactive, added that, “We’re starting to see our clients reorienting towards purposeful transformation. The decade ahead will see a challenging of fundamentals, which provides an opportunity for businesses to transform their offerings into something more mindful, meaningful and forward-thinking.

“The shift from a ‘me’ to a ‘we’ mindset will prompt a need for design to switch from a user-centered to a life-centered approach.”

Adedapo Adesanya is a journalist, polymath, and connoisseur of everything art. When he is not writing, he has his nose buried in one of the many books or articles he has bookmarked or simply listening to good music with a bottle of beer or wine. He supports the greatest club in the world, Manchester United F.C.

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