As the velocity of technology increases, organizations and Brand U’s adapt and anticipate these changes. The problem is the essence of a company and an organization is being challenged. Companies, organizations, and institutions have a body of culture, values, principles, and infrastructure that seem to value the status quo in direct challenge to the acceleration of technology. This organizational inertia is in constant battle with the forces of change.
The best companies seem to have a culture that thrives on change – technology, customer, system, competitor, and marketplace changes. These ‘fast companies’ seem to be confederations of Brand U’s. The faster the rate of change, the more these organizations thrive. It’s not a matter of being left behind but of anticipating customer requirements and leapfrogging the competition. As a result, more organizations are adopting elements of the Handy/Hutchins work model.