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RESEARCH
ANALYSIS
TRENDS

Structures of digitization and change

Digitization has been with us for some time and will find out the best course of action. Because once you
continue to play an important role in all areas and find it, you can reproduce it as often as you want.
industries in 2020. And the sooner we look at it neither
as a curse nor a blessing, but as a fact, we can work In addition to simple ordered structures, there are
together not only to solve the challenges on a technical significantly more complicated ordered systems that
level, but also to ensure that we as humans do not lose can usually be disassembled and reassembled.
ourselves too much.
The complex systems form another area: logically, A
Before we indulge in the so-called "new" trends of lean follows B, but the structures are so nested and
management, scrum, design thinking or canvas, it is sometimes so unknown that we can only explain the
much more important and above all necessary to ask cause-effect relationships in retrospect - but they are
yourself first: What is my job? What cause-effect not predictable.
relationships can I expect in the existing structures?
Which chaotic systems do I have to consider? Only And then there are the chaotic systems, for example,
then we can decide which problems can be solved with the financial system or world politics. There are so
best practice and what we must tackle by try and error. many influencing factors here that determine future
The toolset is as diverse as our world and the only developments that we no longer have any influence on
thing that is important for the future is finding the right them. There is no clear cause-effect relationship in
path. these systems. There are a variety of causes, a variety
of forces, working somewhere - but no one can predict
Constant change accompanies us. Fortunately, there the outcome. Ultimately, it means that we too must
are still structures that give us at least some security in move very differently in this world. Step by step to see
the change process, like the so-called ordered what happens. Complex and chaotic is ultimately the
structures, in which there are clear cause-and-effect environment in which all the agile techniques are
relationships. Generally, it is very good to share best extremely valuable.
practice experiences in ordered systems, for example,
in assembly line work or in controlling, in which When people are asked what they fear most when it
functionalities are considered and numbers are comes to advancing digitalization and what could
developed. It is enough, so to speak, to work out a happen as a result, the answer is often: it is the fear of
correct solution for each problem. It makes even more losing humanity. Hence, especially in leadership these
sense, however, to make a well-considered and good fears must be considered. ◊
selection in order to ultimately do the right thing and
By Daniela La Marca

January 2020: Digital Marketing Trends & Predictions 14