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The trends accelerated during the Covid-19 pandemic have solidified a more dynamic corporate environment — one where management, technology, and learning must evolve at a faster pace.
According to Cláudio Carvajal, professor and academic coordinator at Fiap, the new business landscape that emerged from the pandemic is marked by rapid and dynamic transformations. “We already knew that the pace of change would continue to increase, and the pandemic made that very clear.”
The health crisis, which brought forward advancements that were expected to happen over the coming years, also gave rise to major macro trends related to business strategy and workforce management, operations, marketing, and corporate education.
Carvajal highlights that these four dimensions will determine companies’ competitiveness going forward — and all of them must be aligned with new technologies and, most importantly, the evolving consumer profile. He notes that even with the reopening of economic activities, companies have not returned to their pre-pandemic operating models. In this fast-changing landscape, organizations must integrate agile tools and methods into their management practices.
“This is critical not only from a strategic perspective but also for day-to-day operations, given the pace of change and the need for adaptability and flexibility,” he explains. “Another lesson we’ve learned is that the world is now ‘phygital’ — a permanent integration of physical and digital environments.”
To keep up with this trend, investing in technology is indispensable. “Companies need to invest in technology at two key moments: first, to gain efficiency by equipping people with tools that allow them to perform more productively; and second, to drive business — prospecting, engaging with clients, and conducting online transactions.”
Corporate education is equally critical. Carvajal emphasizes that people must understand the transformation underway and learn how to use new technologies. “There’s no point in investing in tools or changing management strategies if your people aren’t prepared.”
Today, online courses make it easier to align teams working in different locations or under different work models. He recommends that leaders discuss these dimensions to identify current priorities. For example, if the company already has the necessary technologies, it can focus more on corporate education.
“For every business, it’s essential to understand what changed in your customer’s life and behavior — how they entered the pandemic and how they emerged from it. From there, figure out how you will create value for that customer now.”
The New Economy
The speed of change has placed society at the center of a new economy, fueled by technological advances and the flow of information. “We are now living through the Fourth Industrial Revolution,” says Eduardo Gomes de Matos, consultant, founder of Gomes de Matos Consultoria, Endeavor Brazil mentor, and author of The New Management: Prepare Your Company for the New Economy.
“What makes the Fourth Industrial Revolution fundamentally different from the previous ones is the fusion of technologies and the interaction between physical, digital, and biological domains.”
The challenge for leaders is to balance present demands with a clear vision for the future. “To survive, leaders currently dedicate about 90% of their time to delivering results today and only 10% to preparing their organizations for tomorrow. There’s no universal formula, but ideally, leaders should spend around 70% on the present and 30% on the future.”
Matos emphasizes that the technological forces shaping the future — including the rapid expansion of artificial intelligence — are already in motion. “Much of what will happen over the next 30 years is inevitable,” he states. Companies must understand these changes and adapt to them.
“Adaptability is one of the key skills for thriving in uncertain times. Companies today don’t need to be built to last — they need to be built to change.”
He advises businesses to fully grasp the importance of adaptability so they can identify the adjustments needed to seize new opportunities.
Source: Revista Conmax (Aug/Sept 2022)