Google Should be Listening to Microsoft

Twenty five years ago I almost ended up working with the Danish Wunderkind Martin Lindstrom (at the beginning of the dotcom bubble) in what was one of the first Digital Agencies, but I ended up taking a different path. Today Martin is recognised as a global leader in Digital Brand Marketing, with numerous books to his name, he is a regular columnist with Fast Company, Time Magazine and Harvard Business Review.

This is a synopsis of an article on LinkedIn by Matin Lindstrom published 25th June 2020.

With approximately 100 million users now logging into MSFT Teams every day (and many more on Zoom) the consideration that this way of working from home is the new normal has reached leaders at all levels of organisations around the world.

Microsoft however, had been through the same experience four years ago, and the biggest issue was the loss of corporate culture. A group that has turned out to be one of the biggest opponents is millennials who have lost contact with peers and social connections.

“We might trick ourselves into believing the world will quickly revert to 100% normal – whatever “normal” is – but mark my words: It won’t. And it won’t, for far less straightforward reasons than you might imagine.”

The cost reductions associated with staff working from home are compelling for most CEOs with many companies already benefiting from significant cuts in travel, taxi and hotel costs. Now also considering can they reduce costs associated with rent for offices, electricity, security, office furniture etc..

Google recently provided a $1,000 to all Googlers to help them set up their home office but just like Microsoft 4 years ago, Google has been impeded by everyone always working from home. Google a company that built its Corporate Culture on being a fun place to work, with bicycles, dog’s in the offices, places to work, play and socialise.

“Though coming from many different angles, they’d realized the inextricable connections among employee happiness, retention rate, and customer happiness. Here’s the common formula: Happy employee = happy customer.”

Martin goes on to point out that not everyone is happy to be working from home. Its not just that some people do not have great workspaces at home, more than that its that for many of us being at the office has defined elements of our personality and identity.

“Disconnected from the logo and the office, some working people – perhaps even most – face an existential crisis. They’re risking the loss of their very identity.”

I recommend you read the full article at:

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