Schlagwort-Archive: Actions

The human being – the ideal metaphor for organizations

Anthropomorphic assignments always happen, when we deal with things as if they were enlivened – the dialogues with the computer, the jollied pat on the steering wheel or the encouragement to the water pump that is supposed to pump the cellar to clean for one more time. It seems that we are seeing in things a submissive spirit at our service. Let us remember Goethe’s sorcerer’s apprentice “Lord the need is great! The ones that I called, I now cannot get rid of the spirits”. However, the spirit is not only assigned to material things, but also to disembodied organizations of all kinds – the state, the government, the political party, the enterprise, the market, as well as social communities and fringe groups.

Obviously, this has proved to be the case, as blame is being laid on such groups everywhere: Facebook spies on us; the right-wings endanger the state; Amazon exploits the employees, and so on. Nobody mentions the responsible persons. What causes this view on organizations?

  • The tangibility of entrepreneurial personality
    Personification begins when the attributes of a role are assigned to a company. This includes the tasks of the company, which are not limited to the provision of services, but also include social functions, such as supporting the health of employees and events of all kinds. The impression of the AKV is not only created from the outside with the external image. In these days of media, companies do not leave their image to chance, but work on their standing, their self-image, by spreading their engagement in the media. This works as long as there is no Maximum Credible Accident (MCA). A good example of a face loss was the attempt in 1995 to dump the Brent Spar in the North Sea. The bad guy was Shell, not the responsible chairman Cor Herkströter.
  • The lived out convictions
    The advantageous convictions are emphasized through public relations. This includes a hopeful outlook onto the future and goes from values, concerning what is right and wrong, to strengths, weaknesses, opportunities and risks. Thus, the company gets the attributes that we use to describe ourselves. To make these soft aspects tangible, there is the ISO Guideline 26000 that brings the social conscience to a common denominator – concerning governance, human rights, labor practices, the environment, fair business practices, customer problems and societal commitment development. And then one proclaims on its website Corporate Social Responsibility by KIK – without signature or mentioning of names.
  • The competitive key skills
    The corporate skills are defined by the knowledge and proficiency of its workforce, the management style and the existing infrastructure. By focusing on core competencies, the company bundles its strengths. As the vertical range of production becomes flatter and more and more services are provided in combination with a lot of different companies, the self-image needs clarity with regard on one’s own focal points. Do the strengths lie in the selection of the right emphasis? Or the appropriate implementation? Or the ability to quickly exploit trends? Or the strength to develop something new? Or in the skill of effectively allocating one’s own resources? We can imagine the service provider as a person, who, for example, helps large corporations to better align their IT to their business success with software – his name is Alfabet Inc.
  • The visible actions
    When looking at what is happening in the enterprise, the actions become visible – which goods and services are offered? How are the processes designed (especially at the touchpoints)? How is it controlled? What is disseminated through the media and how? How does the management level appear in public? We are measured by our actions. If a private individual evades taxes, he is publicly pilloried and sentenced to prison. Companies such as Microsoft, which divert the vast amounts of profits pass the tax office, are not tangible and get away with it – who is the responsible CEO?
  • The recognizable context
    The published image provides evidence of the perceived affiliation of a company. In addition, the business scope and the choice of partners allow drawing conclusions about how the company sees itself. How uniform does the company appear in different regions? Are the values adapted to local morality or do global standards apply? That can go as far that one loses the national bond and instead of Made in Germany introduces Made by Mercedes Benz. And then there are companies where the brand is also represented by an entrepreneurial personality consider Trigema and you think of the sole owner Wolfgang Grupp.

Bottom line: In summary, you recognize that the qualities attributed to a company correspond to those of persons. This begins with the corporate identity that is used to present yourself as young, sedate or creative personality. In the absence of differences, the values become important – those, who once damage the environment, will …. As in sporty matches, companies compete against each other in an effort to attract the customer’s attention. It is not enough to be the first, but you also have to cross the finish line with style. After the pendulum of globalization swings back again into the nation, identity becomes important again – no matter whether with „Buy American“ or „Make America great again“. The personification of large groups makes it easier for the public to deal with abstract companies. That makes the human being the ideal metaphor for organizations.

The brand stamp – the ideal metaphor for cultural imprint

Common sense is influenced, when you daily take in fictional images of the media that are internalized by the mind like all other experiences – the self-healing powers of righteousness, the role models that achieve everything and the prescribed Hollywood happy ending. At the same time, you are shaped by the practical actions and behaviors, which take place around you. All this burns in permanently. In the end, you will not get rid of it. This makes the brand stamp an ideal metaphor for cultural imprint.

The cultural stamp becomes apparent in the things of everyday life: the context, the actions, the typical skills, the shared beliefs, the established roles and the perceived affiliation.

  • Affiliation
    The sense of belonging is the most sustainable pattern that anchors one in a particular culture. In the own team one is identified by the same shirt and the shared attitudes. This excludes all others who do not belong – especially those who emphasize their own identity. The attachment with one’s own group creates security and is maintained, for example, by a common symbol or shared rituals. This most primitive coinage is the hardest to change, if at all.
  • Role
    Actually, there are similar roles in all cultures – family, religious, social, economic or technical roles. Fearful little minds overlook these similarities and pour oil into the fire of the differences again and again. Although roles provide a good basis for a better understanding of the various cultural imprints. How is the Imam different from the priest or rabbi? How is the little sister (小妹妹) different from the Arab sister (شقيقة) and the sister in Mexico? The roles provide a good starting point for change.
  • Conviction
    The beliefs are the mental guiding principles fir everybody. They include values, mission, vision, strengths / weaknesses / opportunities / threads, goals and anything else that influences opinion- or decision-making. However, we never share all beliefs with other people. The individual properties lead to ever new, unique character traits. It is not enough to limit yourself to the stereotypes of the roles. The actual variety creates a large number of options, of which only a small number become reality. That’s why you have to watch closely and look for creative solutions. Change becomes possible, when the convictions start to shake and new mental conclusions emerge.
  • Capabilities
    While not all capabilities (I.e. skills, knowledge, experience) result from a formal education, these talents are always the basis for the desired outcomes. Skills include elementary sensory-motor (e.g., movements), cognitive (e.g., arithmetic, reading), cognitive-motor (e.g., writing, music-making), social (e.g., dealing with others), and perceptual (e.g., pattern recognition, kinesthetic differences). The knowledge consists of a variety of technical and general knowledge, the experience and the insights that are acquired in the course of practice. The key to new skills is persistent learning. Change can be prepared relatively easily with appropriate training.
  • Actions
    To better understand the cultural imprint, the actions are observed. This can be done by direct or hidden observation. The actions carried out can be interpreted based on the activities (e.g. planning, discussion, production or reporting), the linguistic expression (e.g. the expression of beliefs, desires, intentions, states), and the choice of words (e.g. key, stigma, abstract words and synonyms) as well as the style (e.g. gesture, facial expression, posture, volume, and tone). Through clever task distribution and a conscious corporate wording as well as a special code of conduct changes can be introduced easier
  • Context
    The context describes the environment in which one acts. This includes people (e.g., professionals, character heads), places (e.g., cities, architectural styles, and infrastructure) and things (e.g., vehicles, IT, gadgets). To which extent actions, abilities and values ​​are appropriate, can be determined through the context. Sometimes you have to adjust it, so that the desired changes take effect.

Bottom line: The cultural imprint has a great influence on the activities that are carried out. Roles bundle the individuals into a manageable number of groups, who feel connected to each other. The beliefs mainly include the values that have an effect in the role. Capabilities are the prerequisite for the actions that take place in a particular context. The responsible person for the change needs to take all these aspects into account to actually make a difference. Just as a branding can only be removed with a lot of effort, it is difficult to get rid of its original coinage. This makes the brand stamp to an ideal metaphor for cultural imprint.