What is the future of business and success? How can you ensure your one step ahead of the curve? Here is my personal prediction and perception of how to navigate through the cultural changes caused by the generational differences and find "success".
You have to start thinking broader, mixing macro and micro and focusing on the obvious while keeping in mind the bigger picture- Just like Gen Y.
Baby Boomers are getting older and nearing the age where they will stimulate certain industries such as the medical and financial planning industries etc. On the flip side Generation Y by default will help mold and create the new parameters of business culture simply through becoming the dominant work force and business leaders over the course of the next 2 decades.
You need to take into consideration what Generation Y will bring as it becomes not only the dominant work force but also the dominant buying power in our nation. So what does Gen Y want? and what would drive this generation to not only work but to buy and promote?
The win-win-win strategy and philosophy is something that I strongly believe in and I predict will be instrumental for all businesses in the next few decades. I have found that Generation Y and to a certain degree Generation Next will change the culture of commerce, community and government as it comes into full swing as the dominant player in the workforce, community and politics. It's a cyclical balance (and projection) but I guesstimate that the successful businesses and entrepreneurs of tomorrow will be savvy in being balanced and multi faceted to be truly remarkable.
The win-win-win Philosophy is seamlessly incorporating earning revenue by community involvement and other various social services which in turn alleviates tax payer $, to in turn allow the government to take the savings to stimulate the economy, and the cycle continues again.
I have a great example of this and although it may be the exception to the rule, the philosophy and mindset is what I'm trying to communicate.
At Starbucks in Downtown Mountain View CA on Castro Street I was able to hire a cafe attendant with down syndrome named Jeremy. Jeremy is an excellent employee with perfect attendance and performance, always looking for ways to develop new skills and continue his employment with Starbucks. Jeremy "wins" because he has a job where he gets to be an active member of the community, earns a paycheck and benefits, belongs to a team and helps build awareness for people with developmental disabilities to all the people that frequent this Sbux.
Starbucks wins because we just earned an employee that will never be late, always excited to work, never needs to be re-trained, will learn new skills, grow with the company and never want to leave. And as an added bonus - something that helped me truly understand the possibilities of the win win win . . . .business grew! Customers old and new would hear about Jeremy and to support his employment would drive for miles and miles, sometime skipping many SBUX locations to come and purchase their coffee at the Castro St. location to support Jeremy's employment. I made more money from trying to do something good for someone in need! It was an unexpected benefit which was a very easy and unique sell to my company.
The government wins because now that Jeremy works at SBUX he also earns benefits that comes with anyone working PT to FT. He gets to earn stock options, 401k, medical, dental, and all the other plethora of discounts that SBUX partners get, and he earns his wage and pay. When we have people with special needs they qualify for supportive services funding paid by the gov't and tax payers. Although having a PT job at SBUX does not eliminate his needs for supportive services, over time and with enough participants it will lead to a decrease in gov't spending and involvement. The eventual savings can go back into stimulating businesses that focus on: being green, working with delinquent teens, supporting the elderly, etc etc as these businesses make their revenue in their respective industries.
Generation Y'ers tend to choose to purchase products from companies that have a sense of community involvement and it's an incredible anomaly since the inception of Corporate America, but- it's "cool" to do good. The more Gen Y pushes and gears companies to share their profits with social aspects in their local and larger community through their purchasing power, companies will focus their energies in being more active members in their communities because it's not only the smart way to make money but potentially the only way. As an added benefit or "win" the government will be able to perpetuate the cycle by funneling it's savings or funding towards business and economy. It's the cause and effect caused by Generation Y's growing age, position in economy and embedded culture. This is the Win-win-win philosophy.
Let me know what you think? and feel free to check out Google's app all for good, done in collaboration with the First Lady, as well as we include initiative in collaboration with Maria Shriver our CA's first lady.