Organisations are forced to completely re-think the way they do business – long vertical chains of command and standardised hours in an open-space office are a thing of the past.

More importantly still, the very way companies create value is being re-evaluated – today’s economy and the world of Work 2.0 increasingly demand non-routine and creative jobs, and these creative workers have their own novel set of ideal working conditions. A successful company will harness the power of Work 2.0 to retain its top talent, acquire new creative forces and keep all workers and collaborators satisfied.

Companies need to learn when to use increased process automation and when to rely more on the creative power of human thought and interaction, creating value 24/7, anywhen, with the creativity of its workers and collaborators being its only limit.

Knowledge will be the key source of comparative advantage for businesses and their employees in the 21st century. Economists are reaching the conclusion that in the long term the only sustainable source of competitive advantage is creativity – the basis for new ideas, launching new products and services, expanding knowledge into hitherto unknown dimensions (the power of creative economies). Creativity is the ability of creating something new, and a creative product has real economic value. These products include copyrights, patents, trademarks, design, making up a cluster known as the creative sector or the creative economy. They are sometimes also known as intangible industries”. S.Prokurat, “Work 2.0: Nowhere to hide“, 2013, p.42-43.

US Private Industry Investments (as % of output)



source of the image: S.Prokurat, “Work 2.0: Nowhere to hide“, 2013, p.6.

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