In efforts to increase efficiency and decrease company spending, companies are focused on automating as much human labor as possible. They follow the belief that more automation and fewer people result in faster money, scalability and more profit. However, after working for a combined 150+ companies (famous corporates, venture-backed and fast-growing startups and SMEs), the authors Jonathan Flores and Ferry Hoes have concluded that today’s businesses are massively misusing modern technology. And it is impacting their business, our future and human sanity.
For this research, that took over a year, we spoke to dozens of experts ranging from CEO’s to AI experts, marketing experts and venture capitalists within different industries. We explored what drives organizations to misuse technology and propose a future-proof way of working that we call Brand Humanizing. We show that organizations should essentially merge technology and humans in order to become more competitive and stay relevant in the foreseeable future.
The increase of technology within the business world does not mean fewer humans, it will actually help focus more on the human side of business. Which this research suggests may be a requirement for future organizational success.
This explorative research and its proposal for a new way of working was read and approved by the following people:
- Steven Kotler: New York Times bestselling author of books such as “Abundance”, “BOLD” and “The Future is Faster Than You Think” (all three together Peter Diamandis, recently named by Fortune as one of the “World’s 50 Greatest Leaders,”) and Executive Director of the Flow Research Collective
- Neil Sahota: IBM Master Inventor, United Nations (UN) Artificial Intelligence (AI) subject matter expert, and Chief Innovation Officer & Professor at the University of California, Irvine School of Law.
- Mona Keijzer: State Secretary for Economic Affairs and Climate Policy of the government of the Netherlands and initiator of the Dutch governmental Strategic Action Plan for Artificial Intelligence.
Steven Kotler even tweeted about it