The bad news? Companies have zero time to lose. By embracing these fundamentals-through the nine organizational imperatives that underpin them-companies will improve their odds of thriving in the next normal. While no organization has yet cracked the code, the experimentation underway suggests that future-ready companies share three characteristics: they know who they are and what they stand for they operate with a fixation on speed and simplicity and they grow by scaling up their ability to learn, innovate, and seek good ideas regardless of their origin. Please email us at: this article, we’ll synthesize lessons from our experience and from new research on the organizational practices of 30 top companies to highlight how businesses can best organize for the future. If you would like information about this content we will be happy to work with you. We strive to provide individuals with disabilities equal access to our website. (For more about these forces, see “ Organizing for the future: Why now?”) And if incumbents didn’t see the future in themselves they saw it clearly in the competition: digital upstarts that continue to innovate, and win, in bold new ways. What many leaders feared, and the pandemic confirms, is that their companies were organized for a world that is disappearing-an era of standardization and predictability that’s being overwritten by four big trends: a combination of heightened connectivity, lower transaction costs, unprecedented automation, and shifting demographics (Exhibit 1). Well before the COVID-19 pandemic, senior executives routinely worried their organizations were too slow, too siloed, too bogged down in complicated matrix structures, too bureaucratic. The pressure to change had been building for years. Yet even as leaders take action to reenergize their people and organizations, the most forward looking see a larger opportunity-the chance to build on pandemic-related accomplishments and reexamine (or even reimagine) the organization’s identity, how it works, and how it grows.

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