For an organization to operate within society, it must be not just be mindful, but active in these changes — or “tending.” Failure to do so results in lack of resonance and more dire: disruption .
Overtime we’ve begun to treat this nuance and ambiguity as friction and something to program out. Computers don’t like it. Algorithms can’t categorize it. So we remove it.
Yet we so desperately need this “in between” and neither “yes” nor “no” thinking.
Brian Lange puts it brilliantly: “Transaction is identity exchange.”
Consumers exchange capital for identity, and makers exchange their time, labor and expression for the goods or services they sell. Commerce is a continuous exchange of identities.
Attempting to define, quantify and strategize around the zeitgeist is a game of tag. That’s what we’re after. That’s the Sisyphean task. It’s utterly daunting and exhausting, but that challenge is also where the opportunity (and fun) lies.