Looking back at pivotal events that took place within the business world in 2009, it is becoming increasingly clear that there are five macro trends that will be shaping a New Way to Work in 2010 and beyond. Together, these five trends point to a New Way To Work in which creativity and innovation are more valued by employers than ever before and the traditional notion of work as merely an economic activity is being supplemented by ideas about happiness and well-being.
Let’s be happy is the global theme of the year. At least most of the ads will be trying to do that. It is starting with the Coca Cola launching a new marketing campaign with tagline "Open Happiness." Both Coke and Pepsi at the same time are launching big new campaigns and big marketing blitzes behind their flagship colas, we are seeing a Cola war in the making. Not a bad thing for this economy.
At the recent Future of Journalism conference that the Guardian ran (an internal conference that they generously blogged about), Jeff Jarvis gave a talk on the 10 questions news organisations should be asking now. One of the questions is "Are we generous?". Generosity, says Jeff, can take many forms - sharing, supporting, enabling. One of Jeff's most quotable quotes is "do what you do best and link to the rest" - drawing away from the control model of media 1.0 to one in which the intention and execution is altogether more altruistic.