The Covid-19 pandemic is affecting our societies in a profound way, says the writer. Picture: 123RF
When I came home after my first day of work in Amsterdam, my son asked me: “So, do you have a cool car?” and I said: “No, I went to work on the tram.” “OK — but do you have a nice office?” I said: “No, there are no offices for anyone.” “Well, do you at least have a nice desk?” I said: “No, we all sit on open-plan benches.” He looked at me for a while and then said: “Well, what do you have?”
For businesses, like in any event, the view depends on where you sit in the stadium. Some players can simply not survive this: think of airlines with already marginal economics. Some players will need a complete transformation of their cost structures to survive, and some will see an acceleration of demand for their services. But everyone will need to adapt in some way to survive or prosper.
But they will not be enough. In the same way a society is not united by the roads that connect people or the places they meet, a business needs something more than these “tools of trade” to connect people, to bind them, to give them a sense of purpose, to unite them in a way that is needed even more when we can no longer rely on being physically together. For many years companies have relied on vision and mission statements or company values to cement a corporate culture.
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