Global industry is going through immense uncertainty and fluctuations.

The major
changes facing the contemporary business world are:
- Accelerated globalisation.
- Deglobalisation in 2020-21, (Clegg et al. 2022). Human rights restrictions
(Trump administration civil and human rights rollbacks 2017).
- Climate change and supply chain sustainability. Environmental damage.
Diseases. Long term effects of corona virus (Clegg et al. 2022).
- Robotics and AI innovations, dramatically changing the way we live and
communicate. Data protection (Clegg et al. 2022).
- Strategic communications in marketing, public relations and crisis planning
(Weick, 1995).
- The emergence of the gig economy and digital nomads changing employment
dynamics (Mendonça P, Kougiannou N K, 2022).
- Cultural and institutional differences. Employment of a more diverse
workforce.
Consequently, managers are no longer implementing a hierarchical authoritative
approach (Weber, 1978). Rather introducing a workforce that has more polyphony,
alongside equity, diversity and inclusion (Clegg et al. 2022). Corporate
managerialism is now replaced with indirect methods of management - not everyone
is equal in their ability or intelligence (Clegg et al. 2022).
Managers are adopting a ‘soft power’ approach when sensemaking, sensegiving and
sensebreaking (Clegg et al. 2022). With the right approach, individuals are more
motivated and perform better: improving productivity.
As well as being adaptable to change, managers must be approachable and open to
criticism and conflicting opinions. Interaction is crucial when delivering organisational
goals (Steigenberger, 2015). They must be skilled in understanding peoples’ diverse
personalities (George, 1992).
With knowledge workers in high demand, managers must recognise individual
psychology, values (Howard, 1988) and the understanding of how individual’s
priorities them (Rohan, 2000; Schwartz, 2017).
As a gig worker and a trainer, I am constantly making sense of all aspects of
business, as a manager and as an ‘employee’ of social platforms (Ayentimi, et al.
2021).