Job profile! Spin Doctor: Change Management & Agenda Setting

No one else Term has found such a beautiful and warm place in economics literature as “Change Management". Management itself has now almost been reduced to change management.

Manager of change

The manager no longer leads, the manager should accompany the changes and function and act as a "change agent". Nowadays, the executive floors are almost exclusively about change processes and how they are done Executives can advance them.

So managers spend all their time making their Organization and prepare the workforce optimally for this: automation of production, conquering new markets, digitization of sales and of course: "Change Mindset Workshop".

The megatrends of the future

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As we see every day, the Welt be radically different tomorrow. But what she really looks like can only be guessed at. US intelligence agencies delved into this question and attempted the difficult feat of getting into the Future to look towards the year 2030 to be more precise.

Every four years, the National Intelligence Council (NIC) prepares its “Global Trends” report based on various variables. The so-called megatrends are not really unknown: the rapidly increasing world population, the scarcity of resources, the political loss of power in the western world, the growth of the global middle class combined with the empowerment of individuals.

The game changer

The strategy report combines these megatrends with so-called "game changers", i.e. groundbreaking, disruptive trends, as well as with technical advances such as "interfaces between the human Brain and powerful computers”, and turns it into political analyses.

In their report, the secret service agents developed various possible scenarios that take into account the consequences of the change in the global play of forces. In 2030, China will be the largest economic power. Finally - one would almost want to add, since this topic has been on the front pages for years.

Struggle for economic advance

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However, China cannot dethrone America, the NIC continues, since the USA continues to be involved in the global showdown and even remains the winner, namely as “Primus inter pares”, ie the first among equals.

They also assume that other regional heavyweights such as Brazil, Mexico, South Africa, Turkey and even Colombia will become increasingly economic and eventually political Significance will attain. And up Costs an aging Europe that will have to fight an increasingly hard battle to maintain its standard of living.

The A-polar world

So are we going to live in a multipolar world? Not really! The world of tomorrow will be “a-polar”, in other words: without clear dominant power. Is it good?

Rather, the real question is: Can a seven billion-strong human race deal with anarchy? Will humanity finally understand that many important global issues need global and integrated politics? We can't guarantee that, but we'll see.

Tasks of the Spin Doctor

One is for sure: Our networked world will be full of surprises. The Spin Doctor's client doesn't like surprises, however, so he must assess the consequences of the social, economic, and political changes that are happening while anticipating the implications of the changes that are about to occur.

In parallel, the spin doctor needs the small signals fast track down and interpret which herald the coming changes. It's a bit stressful, to say the least: the spin doctor is almost never in the present, his mind always preoccupied with what happened and what might happen.

Keep an overview and create clarity

And yet he has to keep an overview and create clarity, slow down the pace and avoid the helpless chasing. It is actually not easy because the events are numerous and, worse, faster and faster. But "do not shoot the messenger!", You should never hold the messenger responsible for the bad news.

The new media landscape and especially the live TV coverage of news channels like CNN, France24, NTV and so on certainly bear their responsibility and play a central role in this entire acceleration. But this acceleration, like the shrinking of space, is the direct product of globalization.

Wind of Change

But why should we be surprised? It's kinda quite normal considering the fact that the Economy represents nothing more than “creative destruction”, as the well-known Austrian economist Joseph Schumpeter said. The fact remains that change is never easy. Many managers waver between actionism and attentism, between encouragement and exhaustion.

The permanent change is for the spin doctor, so to speak, normality, since his world consists mainly of events. Everything only events! Something always happens: A plane has disappeared over the Indian Ocean, new unfavorable poll numbers are published, a car bomb has exploded and endangers the already extremely fragile peace negotiations, a financing scandal threatens to drag the whole party into the dirt etc.

A chain of events

Politicians and their spin doctors are busy deliberating on such events on a daily basis. For them, the world is just a chain of events, large and small, which are political Everyday life determine. The spin doctor has read Heraclitus and knows that nothing is more constant than change and that the only thing that remains is change.

The Art The essence of spin doctoring is to anticipate these events when possible, but most of the time unfortunately only to react to them and most importantly: to accept them. Events themselves cannot be prevented and check. But you can control the way we encounter them, interpret them and then use them.

Agenda Setting

Political scientists like to speak of "agenda setting", as we have already explained, that is, the focus of certain topics. Some commentators are talking more and more about "agenda surfing" because most events are unpredictable and simple.

The core question is: How can these events be dealt with? Because they cannot be avoided. Your competitor has a new product that makes your whole Industry on the Head will ask? What can you do about it? What can you do about it? You can determine how you react to it. There is definitely also a chance of copying this product.

The digital transformation

Or to address another target group or finally push their research budget to the board. Everything is change. Everything just events. Your optimal reaction too. Surf on it, so you do not sink. Handle it so you do not go down. Easier said than done, right? I agree with them. And for one simple reason: there are more and more events, more and more changes. Our world is changing at a remarkable pace.

In March 1989, the British Tim Berners-Lee, a worker at the European nuclear research center CERN, wrote a treatise called “Information Management - A Proposal”. It was about a Concept to present the functionality of a uniform Internet. Berners-Lee thus developed “http” (Hypertext Transfer Protocol), the protocol that is used for the simple exchange of information around the world. That was about 25 years ago. In 2003 there was no Facebook.

Change in the HR world

In 2007, “Twitter” was just a word to describe the chirping of a little bird. Google turned 2015 in 15 - a teenager who sometimes behaves that way. And before 2010 there was a tablet to serve - mostly made of silver - but definitely not a PC.

Times change, it's their nature. Just like in nature People. “Generation Y” or “Millennials” will soon make up 75 percent of the workforce. This new species will be very scarce and very demanding. So it's high time for them HR-Departments to adjust.

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