The marketing world is in the midst of an upheaval. The traditional methods of influencing consumers are rapidly decreasing in effectiveness. It’s clear that social media will play an ever-increasing role but nobody is yet clear on what new models will emerge. Some marketers see only a shift in media-consumption habits. Others have broader and deeper vision and see in the current tremors evidence of a more profound cultural change.
I don’t think Marketing will sit at the epicenter of this cultural revolution – even in the world of business. Instead, I think the HR profession is poised for the most profound change in the business world because it most directly influences and is influenced by the source of the changes that are overtaking traditional practices in industry and society.
For centuries, people derived meaning in their lives – if they derived it at all – from the social structures that were imposed on them by others. Regardless of whether those structures were political or religious, people either defined themselves in accordance with or in opposition to those structures. These structures are crumbling and technologies are emerging that liberate people from traditional sources of influence.
As this happens, an opportunity emerges for people to define and derive their meaning against the backdrop of an internal North Star. Questions about our true nature and what we want to achieve in life have become meaningful in that we can now not only dream of a life rich in meaning and true to our selves, but we can plan such a life and implement these plans. No, we have not suddenly become omnipotent. We are still victimized by the apathetic randomness of nature. But we are increasingly less victimized by the cruel deliberateness of tyrants.
We began our lives dreaming of growing up to be princesses or cowboys. But society told us not to dream. And we listened. We followed the plan. But the plan isn’t working anymore and we are starting to demand our princess and cowboy lives.
This is the true calling of HR. When human minds and souls are liberated from false constraints, they perform amazing feats. We have so much more to offer than we have been allowed to offer in the past. Brilliant new ideas. Ideas that will revolutionize industry and create untold value. But how will we get there? Who will forcefully advocate for a more modern, a more sensible, a more human means of nurturing human souls and minds so that they can be unleashed on the challenges of our world?
This is the true calling of HR. To define and implement new models of gathering people to solve problems. To define and implement new methods of training, acculturating and rewarding people. To fundamentally redefine what it means to work in a modern world.
The most astute HR executives understand this and are preparing themselves to lead the way. Those who don’t, will find themselves as flummoxed by the new reality as are the most clueless marketers who are still waiting for the social media fad to fade away.
