There is a new dynamic in our global business wherein marketing is the hardware and HR is the software [see photo - "hardware spins and software droplets fall"]. Hardware provides the context [structure] and software supplies the content [interface] for global business.
Marketing hardwires values into customers' minds. Hardwired into the inner voice of the customer is an association between Nike and the NBA and China. Hardwired into the inner voice of the customer is an association between Tesla and Saving the Whales and Climate Change. Hardwired into the inner voice of the customer is an association between President Trump and Brexit and Racism. Once the marketing context [structure] is established then the "confirmation bias" of a customer is automatically aligned to any new message or meme.
HR installs content [in this case "shared rules"] into workers' minds. Software applications like "diversity and inclusion" are deemed to an imperative for equitable working conditions. Software applications like those that present collaboration as the best method for team building and achieving optimal performance. Software applications like those that insist that he, she, or they is the best way to refer to a co-worker. Software applications like those which imply that "consensual decision-making" is the only equitable method of resolving many workplace disagreements. Software applications like those that place the "well being of others" before self and declare this to be the primary mission of each employee.
Marketing is no longer "out there" seeking the attention of the customer. Today it is hardwired into every purchasing decision a customer makes even before he or she or they realise the want for a product or service. Marketing is the CPU that runs 24/7 inside a customer's brain. Cool, eh?
HR is no longer in "the office just down the hall" or what is on the Intranet Home Page it is a series of software apps that are run by the Marketing CPU inside your brain. HR software apps provide the content that allows each employee to make sense of what they do at all times during the day or night. HR software apps are left running when one is here, there, and everywhere and so they impact employees at work, home, and play. Cool, eh?
Richard.
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