The New Economics Will Be People

So I went to a coffee shop this morning and was struck by the utter efficiency they were churning out drinks. In fact the team lead said this much as encouragement to the six other workers behind the counter.

I walked in. Smiled at the barista. Was greeted with a blank stare as he continued to froth the milk and deliver the piping hot skinny latte with extra foam to the drive-thru. I walked to the register and was passed with nary a glance…even when the team lead said “Hello.” No she didn’t look at me, but made sure that her metric of greeting a guest in the first ten seconds was met. A box that is checked. That’s what I was. A large dark roast with no room for cream and sugar. And surely there was no saccharin here. There was utility and efficiency.

In all our pandering for growth our marketing of environment is nothing more than a marketing tool. The timers and grids for efficiency have crowded out the thing that matters. The only thing that matters in products.

You see, the products that are pushed are labeled as though they were made for you. In reality, the products being sold to you have (for the most part) been made for the manufacturer. People have merely become a means to the end of bigger, faster, better.

In the new economy, people will matter more.

They won’t matter because they need to matter to grow the business. Too often companies tell you that you’re important because they want your money. They don’t want to make a difference as much as they want their new car or luxury vacation.

I want to say this loud and clear. In the new economy, people will be the end in themselves. They will no longer be viewed as a metric or a number. In the new economy, mom and pop will be sought after. Because, after all, we all know that the verbiage of how you matter to company x is just verbiage. It’s merely eliciting a response for another end.

In the new economics, people will want to matter. They will flock to the place where they are known by name. And not just to tout the “community” of an establishment. Did you notice the subtlety of that one? No, people will know your name because they know you and you matter. Your name is not known just to brag that you matter and sell the belonging you too can have if you buy your next skinny latte with extra froth…hold the pandering.

We are not there yet because executives are still measuring. Measuring people. Yet, what the new economy will have to embrace is not a spreadsheet or a graph. They will be forced to embrace people. Not to grow their graph. But to grow their own soul.

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