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P. 7 The age of grown-ups P. 9 Marketing : the big change
people’s memories so that when they have a problem for
There is a real vertigo in being twenty years old at the which you have a solution, they will remember it, hence
very moment when we perceive major shifts in our the interruption marketing. But nowadays, when they
societies. Even though key changes have already been have a problem, they go to Google. So it’s much easier
perceived throughout the last twenty years. But now, for them to forget your brand the rest of the time. This
with a background of permanent crisis, everything is change is still happening in 2022 and is slowly spreading.
accelerating. Basically, everything is happening as if we So what should marketing be? According to Godin it’s
were leaving adolescence: we feel that these were the a generous act of helping others to become what they
foundations. want to be. In other words, it is about relationships and
We have lived through twenty years of what we will now building trust. This is the opposite of the current meaning
rely on for the future. Turns of phrase, ways of thinking, of the word “marketing”, which is still synonymous with
reflexes in the evaluation of things, etc. It is therefore scamming and not trust. There is a lot of work to be done.
interesting to look in the rear-view mirror and review the Marketing needs to market itself
photographs of the first time we used this turn of phrase,
when this way of thinking imposed itself on us, when P. 11 Technologies : these are
we estimated the importance of things based on this
paradigm. the gestures that have be-
It’s about the self-confidence you have afterwards. It is come established
a question of the strength with which we will build that
age of ‘grown-ups’ of which Nizan spoke.
is to be found in this 2003 article by Frederick F. Recheld in
In the following pages, we have therefore looked in this
the Harvard Business Review : “The one number you need
rear-view mirror, trying to sort out the past. to grow”. The only variable directly correlated with strong
This is a difficult exercise, since events have been so full revenue growth is the answer to this question.
of innovations. Technology, and above all IT, has imposed
new rules of the game. 4. Emojis in messages
They are proof of how instant messaging has changed our
Rules of the game that we have incorporated, in the
habits. The written word has imposed itself so much in our
primary sense of the word: we no longer use our bodies
lives, thanks to these messengers, that the classic language has
today, as we did twenty years ago. proved to be insufficient and that we had to invent a language
We now use our thumbs to decide ‘right, wrong’. We don’t of emotions, based on pictograms classifying them.
use our own memory like we used to, because Google is
here. We have made keyboards (we write much more) an WOULD YOU HAVE MADE OTHER CHOICES?
Share them with us by clicking here
extension of ourselves. And since language has its limits,
we have adopted emojis.
P. 13 Management : 5 key skills
So if we explore what all this has changed in our jobs,
which we have done in the pages that follow, it’s just as you would never have imagined in
dizzying. Fasten your seatbelts, the past is shaking!
2002
3. Working in agile mode
Back in 2002, this hardly seemed like something an IT
specialist would do. In 2022, the key skill is to know that
agile does not mean speed or pressure. It means focusing
on what will resonate with your market as quickly as
possible and accepting that not everything will be
perfect right away. This was unimaginable in 2002
P. 15 our take
4. Nurturing other people’s passion
In times of big quits, nothing works under pressure.
Managers must sustain the passion for the fight of the Our Take
moment. They must have the aspect of reminding people According to the adage mentioned in the Echos article, the
of the importance of action. weakest link in cyber security is between the chair and the
keyboard. The statement is interesting, but why just in cyber
5. Managing uncertainty security? Doesn’t that apply to all subjects? Can weaknesses of
Finally, when pandemics, wars and natural disasters any kind be found outside the chair and the keyboard?
appear unexpectedly, managers are not just required to But if we flip the coin, isn’t the intelligence of human
establish guidelines, but also to deal with uncertainty. We organisations to place the weak links precisely in that spot?
cannot predict everything, but we must adapt. Without these weak links, would we have anything other than
machines producing “the same old thing”? And isn’t “always
the same”, by the way, the very definition of what leads to zero
value? Entropy?
P.14 Training : how the neurons This adage from cyber security experts alone sums up the
woke up change in our outlook that has taken place over the last
twenty years. The 1970s and 1980s saw the triumph of
Within just 20 years, the world of education seems to have psychological and sociological insight into what makes
organisations tick. The 1990s and 2000s saw the triumph of
been revolutionised by digital techniques such as the serious-
game, distance learning, blended-learning, etc. All of this procedural insight, driven by the dual onslaught of theories of
progress seems to have come from that point on and if we excellence and information technology.
were also look back at neuroscience. As a result, we begin to see a company as a ‘system’, a sort of
In terms of educational matters, things have happened gigantic ERP where there are still a few weak links between
chairs and keyboards, which understand quickly but need to
more quickly since Covid. The shift occurred as a result of the
be explained to at length.
lockdowns, where the education sector was obliged to engage
in a 100% distance learning approach.
Since then, multi-modal training is being promoted, which Are the 2010s and beyond reshaping the scene? It seems so.
When the rational approach (which appeases our procedural
brings together distance learning, on-the-job training and
face-to-face training, a sort of blend of everything. tropism) of neuroscience meets the cognitive theories of
psychology, we suddenly become interested in cognitive
It is nevertheless true that it is neither the breakdown nor the
biases. We begin to understand what happens between
technologies that make teaching effective. On the contrary,
the more tools are added to the training process, the more we the chair and the keyboard: human beings who constantly
realise that the role of the trainer is central. If we look at what “construct” reality (which, let’s remember, does not exist) by
drawing from their own frame of reference which makes it
has happened over the last twenty years, we can ask ourselves
whether we have not just arrived in 2022, at the time of the consistent.
The example of instructional engineering illustrated in this
meeting.
article seems to be precisely what we at Elixir Conseil have
For the past 20 years, it is the tremendous explosion of
neuroscience that has been making headlines. By refining been fighting for years in terms of education. We need to take
cognitive theories, neuroscience has suddenly become of into consideration what happens between the chair and the
interest to educational engineering as illustrated by this article keyboard, once you leave the training room. The question is
how can coherence be created between the trainer’s message
from the Canadian website Educ, which sums it all up. Another
example is this innovative approach explained by Thomas and the daily reality? A coherence that is consistent with what
Kerjean for designing cyber security training courses on the should transform this reality, little by little.
basis of the cognitive biases most likely to threaten employees.
Very promising!