In one of his most renowned books 'Cultures and Organizations: Software of the Mind', Geert Hofstede
proposed a way to differentiate between two types of culture: Culture 1:
The 'literature, art and education of a group in its narrow sense' (Hofstede, 1991). Culture 2:
Culture as a "mental software"
. This type includes feeling, thinking and mundane things in life like personal hygiene, greeting, eating, showing or not showing feelings, physical distance from others... etc.
As Hofstede (1991) puts it, "politicians and journalists confuse the two, trying to fix immigrants integration issues with a folkloric local dance."
(Hofstede, 1991). In this project when we refer to culture, we will be talking about 'Culture 2', in the words of Hofstede. We will review and uncover the feelings, thoughts and mundane life things that happen within a business.
It's important to train ourselves as culture designers because globalization and mobility will shape the future of work (Morgan, 2015). Employees in the future (and some already today) will travel more and will need to have the skills to design the culture they need in a new place from scratch or with a remote team.
Those who decide to stay in a specific location will need to adapt to the new behaviours at work which include collaboration, sharing and real-time feedback (Morgan, 2015). By understanding Culture Design, professionals will be better prepared to add to the conversation about these new behaviours and adapt accordingly.
It is also important to develop culture designers because very soon the most collaborative, tech-savvy, social and passionate about values demographic (Solomon, 2014) will compose 50% of our workforce.
Those who know how to craft a culture together will be more successful in working well with others in this environment. Millenials will make up 50% of the workforce by 2020 and 75% by 2025 (Morgan, 2015). Making big generalisations about a whole generation may be extreme, but even if these didn't apply, no one can deny the change in conversation around values (like the new Axe campaign
), the advances in technology (like portable breathalyzers
) and the shift to collaboration from command and control in the industry today (as can be read on this linked in article)