Business executives have to be open to external and internal influences and respond accordingly. The future is in the hands of to those organisations that react most effectively to needs and preferences of their stakeholders. Our organisations need to become more hybrid, more “communicative.”
Darwin’s theory of evolution already said it all. His famous phrase “survival of the fittest” is familiar to many. But most are unaware of what “fittest” really means! People assume it meant the strongest will survive. But Darwin was talking about ”fitting in”, adapting. It is not the strongest that survive, it's the smartest and most flexible! The organisms that adapt most successfully to changing demands of the environment are the fittest. Darwin's theory applied to plant and animal species. But organisations are in fact no different: victory goes to who's able to respond most effectively to the needs of the stakeholders. They hold the continuity of the organisation in their hands. Clients, employees, investors, public authorities or society as a whole. Truly listening to them and responding is the challenge of modern management. This brings questions about communicating with stakeholders into our board rooms every day. An awareness of the trends we can observe in organisation and communications is essential.
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