If you’ve already switched off for Christmas, then please do not read this. It will still be here next year. Enjoy your time off, whatever your plans are. If you’re still wrapping up (pun intended) then have a read, it’s not too long and hopefully, you’ll find it insightful.
Whilst I was writing some of my 3rd and final newsletter of 2021, I was sat in the beer garden of my local pub with the football on through the window (slightly obscured by a giant Christmas bow) and behind me, I was half chatting about the delights of working for a plc and the challenges that brings. Depending on what happens over the next week or so, it’s hard to predict when my next visit to my local will be.
So if I can’t even predict my next visit to the pub, then why the HELL am I trying to make predictions about 2022? (AKA 2020++). In truth, I’m only really sharing predictions that I mostly agree with.
So sit back, grab that mince pie, and a glass of mulled wine.
Firstly a quick look at Culture
I absolutely love this post by Charisse Fontes, the founder of the Culture Circle about cultural fit. I love all of her post, but perhaps this bit the most.
“Folks that use culture fit don’t understand the culture. 💡
Culture is continuously evolving. 🦋
What fits now won’t fit later. 🔮
Culture “add” invests in the culture’s evolution, company success and empowers the human. 🏆🏆🏆”
There are two things to take from this. The culture and purpose of your business does not and should not standstill. Nor should it, the world does not standstill after all. Think of culture like a bonsai tree. You need to take care of it and look after it. It’s not something that you simply plant and let grow organically. If you do, it will grow out of control.
Speaking of which, the independent report into the culture at BrewDog has now concluded.
In a letter to current staff, they said staff had shown the “greatest sense of disaffection” during the company’s “explosive growth period” from 2016 to 2018.
“In short, Brewdog was growing so fast, but its processes and culture didn’t adapt with it. Hence a lack of HR support, a lack of resource, underprepared leadership at all levels and limited understanding of roles, responsibilities and career development objectives”.
Whilst, consultancy firm Wiser, which advises and researches on corporate culture noted that the report said staff were “really passionate about the brand” but felt that the company’s structure “hasn’t matured in line with the company’s growth”.
It added that some current employees felt “uncomfortable speaking up and challenging”, which was “partly related to [boss] James [Watt’s] previous demanding leadership style and the way decisions were made in previous eras”.
So it’s a work in progress, one that James Watt appears to be embracing… for the most part. What next for Punks for Purpose? Will I ever buy their beer again? I’m now very much in the “I’ll drink one if I’m given one” camp.
I can certainly relate to having experienced toxic working cultures before. Seeing great people leave a business whilst you yourself are also being bullied is not a good employee experience, it can be all-consuming. That said, I’ve seen “toxic/disruptive” employees go on and be great positive employees elsewhere. So, the problem often lies at the top. How often have we seen headlines relating to the C-Suite being referred to as “tone deaf”?
My 2022 prediction: More and more companies will look to recruit employees who can positively add to their corporate culture. The growth in seeing the value in cultural improvements will increase as employees continue to weigh their career decisions based on more than just making bank. In particular, corporate monocultures will be brought under the spotlight more frequently and businesses will look to rephrase their “culture” to aspire to be… rather than saying “We Are”. It’s far better to constantly strive to be better than to constantly fail.
For startups, investors will increasingly be looking at culture alongside sustainability and trustability when deciding to invest. Founders and the C-Suite are a reflection of these elements. The only headwind I can really see is regarding growing skill shortages. Businesses may make poor recruitment choices based on their immediate business need.
I also expect to see a rise in Employee Experience tools and services to support businesses and employees. If I had the cash, it’s a key area I’d personally be looking to invest in.
On a side note, the DUMB DOLPHIN shouting CEO of better.com, whom I mentioned in last week’s newsletter has stepped aside, at least for now.
If you’re on the fence about positive culture having an impact on growth and profit, then have a read of the Fortune article on how Satya Nadella, CEO of Microsoft, and the stunning transformation from Evil Empire to Cool Kid. Hell, read it anyway.
Moving to Customer Experience predictions.
Thankfully, Steven Van Belleghem has that covered in his latest YouTube video
10 Customer Experience Trends for 2022, by Steven Van Belleghem
00:17 – Artificial serendipity
02:11 – NFT’s and the branded economy
07:57 – Re-inventing customer journey
12:27 – Partner in life
16:54 – Metaverse commerce
19:17 – Love your frustrated customers
20:19 – Zero tolerance for digital inconvenience
22:55 – New habits are here to stay
25:31 – Reducing the cognitive load
27:01 – Defining ethical boundaries
In my opinion, some of these trends will likely start to gather traction in 2022, whilst others will slowly start to grow. In particular, Metaverse commerce will continue to be a niche but a growing sector as the wider public starts to get their heads around what the hell it actually is. Likewise, NFTs, are something that already needs a rebrand to appeal to a wider audience. Non-fungible tokens sound like mushroom-free tokens. What about Bito or Byto to bring it more in line with Crypto?
Also, in 2022, you’re going to see a rise in Marketing Operations and the diversification of the role of CMO which has got far too big in scope to be effective. This will positively impact CX in customer-first organisations. I would follow the excellent Darrell Alfonso from Amazon and the Martech Alliance for more insights.
Community-based marketing will really take off in 2022, but it will likely continue to happen away from the big traditional social media networks. Discord and the likes of the Guild will continue to grow at a rapid pace.
A few more light-hearted predictions
Xero to pivot and start making cola in partnership with Tesco. Or… takes them to court…
Robert Collins finally works out how Getir and other ultrafast on-demand delivery services plan to make a profit and become sustainable business models.
I will finally find out if I’ve won my ASA case against one of the world’s biggest brands.
And, I will probably launch a new rating website called “Not Enough Bread”, for allowing people to rate restaurants on how much bread they get with their pate etc. If anyone wants to invest, hit me up in the DMs.
Plus, Twitter with its new CEO in tow will finally launch an edit feature. Ha, who am I kidding…
Finally, my upbringing makes me naturally averse to publicly sharing my feelings. But it’s the time of year to break that mold. I want to thank each and every person that I’ve met, worked with, supported, and most importantly who have supported me throughout 2021. You know who you are.. It’s been a difficult year in many respects but a hugely exciting and rewarding one at times too. Choosing to move from marketing to academia allowed my brain to reset and be good at something else for a change. I had other amazing opportunities, but I was burnt out, angry, frustrated, looking for purpose and likely suffering from depression.
Almost 2 years of a pandemic, furlough, redundancy, and bringing up a family, amongst other things will do that to you. One thing I do know is that I have remembered why I fell in love with marketing in the first place, I’ve spent time learning, relearning, teaching and reflecting on what matters and what is important to me as a marketer and content creator.
Whether this is a permanent career change or a temporary stop, who knows. Some people warned me at the time that it might impact my future career prospects, but if anything I think it has enhanced them, even though it wasn’t why I took the role. As I said at the beginning of this newsletter. Predictions are a fool’s game. One thing I do know for sure, be true to yourself and if you’re applying for jobs in the new year, don’t let people tell you that you’re not a good cultural fit. If they do, ask yourself honestly, is that the type of company that you want to work for anyway?
My prediction, I believe that the current trend of people to look at what is important to them and what personal success looks like will continue to evolve. With that, I see more companies like Atom Bank will embrace 4-day working weeks.
Thanks for reading, have a great Christmas and New Year! See you in 2022.
I’ll leave you with Michael Bolton – Fools Game
