This Week's Herman Trend Alert Purpose Emerging as Important Driver of Engagement

The Herman Trend Alert January 13, 1999 Treat me special! The grammar may not be what Miss Hardy would have liked, but the phrase conveys the message. "I am unique! I want unique experiences. I want special treatment! I want to be different." There’s a subtle change underway in today’s American society. With the speed of global communications, human mobility, and a sense of searching, this shift will soon be felt internationally. We’re moving, relatively quickly, from the Era of the Mass Marketing to the Era of the Individual, using mass customization and micro marketing. Lines at retail stores are being avoided by on-line shopping—no waiting. Standardized pay plans are yielding to custom-designed compensation packages. Group involvement is being replaced with solitude and intimate gatherings. In the work environment, employees seek opportunities to shine individually, even while collaborating with others. They don’t necessarily want to be independent, but they want to be acknowledged for their individual accomplishments . . . their individual contributions. They want to be accountable, giving rise to a vital new aspect of the concept of empowerment. If people don’t believe they can find this opportunity working for you or someone else, they’ll go out on their own. Have you noticed the increase in new business formation by driven energetic entrepreneurs? They’re looking for more than just money. Military and para-military organizations will be challenged by these "treat-me-special" people. They’ll resist conformity . . . if they join in the first place. There’s an important message here for all organizations that operate with authoritarian cultures. It will be increasingly difficult to manage with a rules and bureaucracy philosophy; workers will expect—demand—greater flexibility, freedom, and personal opportunity. These special treatment attitudes will be evident in all areas of our lives. We already see movie theatres offering special services—valet parking, dinners, and special seating for a modestly higher price. The trend has already been in place in the sporting events field. Concierge and personal shopping services abound. The future will be filled with opportunities to cater to peoples’ desires to feel special—in employment, shopping, education, service, and more. In subsequent Trend Alerts, we’ll explore how to make people feel special in the workplace, in stores, in education, etc. © Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Roger Herman and Joyce Gioia, Strategic Business Futurists. (800) 227-3566 or http://www.hermangroup.com. The Herman Trend Alert is a trademark of The Herman Group, Inc." WHO SENDS OUT YOUR NEWSLETTERS? We are convinced there is no better choice than ours! We have happily used DataBack Systems to deliver The Herman Trend Alert for over 10 years and. Visit their website (http://www.databack.com) or call Byron directly at 503.941.0427. You'll be glad you did. IS YOUR EMPLOYER AN EMPLOYER OF CHOICE®? Our effective, onsite seminars, workshops, and consulting can help you get there. We offer 1-, 2-, 3-hour, and full-day programs to help you communicate what it takes to become an Employer of Choice® and inspire your folks to get it done. In the future, being an Employer of Choice® will not be optional. Call Carol at 336-210-3547 to arrange a no-obligation conference call. Or order the electronic version of the Employer of Choice book on your desktop for only $17.80 @ http://hermangroup.com/store/books_all.html#2. STRUGGLING TO FIND THE PEOPLE YOU NEED? VETJOBS CAN HELP! Recently, hundreds of thousands of jobs remain unfilled due to a lack of capable people. If you are looking for qualified candidates, you need to hire a veteran using VFW-sponsored VetJobs, the largest military employment site on the Internet. Thousands of returning veterans are looking for good jobs now. Mention this ad in The Herman Trend Alert and receive a 10% discount on job postings. Call Ted Daywalt at 877-838-5627 or inquire at info@VetJobs.com. Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers. New subscribers are welcome. There is no charge for this public service. The Herman Trend Alert is received by over 30,000 subscribers in 78 countries, in addition to other websites and printed magazines. Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Trend Alert service. Click here to sign up for the Herman Trend Alert. Subscribe or Unsubscribe to weekly Herman Trend Alert View this week's Herman Trend Alert Archived Weekly Herman Trend Alerts

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