Introduction to the Video
The video begins with an audio narration to introduce the video. The audio narration is supported by subtitles. It defines the problem of lacking values in the business world leading to crisis after crisis and scandal after scandal. With the problem defined there is a desperate need for a new way of running businesses and to do it, a fundamental shift in reconsidering profit and shareholder centric outcomes as the sole outcome in business. The introduction explains how there should be an innovative way to bring responsibility to society and teach society what they should expect from businesses. The objective of the video is to foster a new ontology to the basics of business which will influence decisions and improve societal conditions. Methods and models that can influence and facilitates such innovation as well as the discovery and establishment of such ontology. The introduction suggests that there should be guiding questions and other tools which conclude into an online test and companion workbook that can assist the quest for values in business. The test and workbook companion are the online copy of the book by Erna Oldenboom and Walter Baets
Introduction to the Book
The introductory part to the book is a short skit acted by two participants dressed as a giraffe and a hyena. Giraffe enters the room and is found by the hyena which leads to an introductory conversation. Giraffe as the wise one explains that there is a problem that only he can see because of his tall nature. The hyena as the person not privy to such information wonders what the problem is. Giraffe explains that in their world of being and doing (ontology) the belief has always been what one wants and one’s needs. He (giraffe) makes her (hyena) understand this by using an example of fish. That they only know heir world not to be beyond water. But if the hyena goes to take out the fish, it would then come to the attention of the fish that there exists a different world they cannot survive in. In the same case, in giraffe’s and hyena’s world where it is survival for the fittest, there may come a time when no will be able to survive. Hence the need for a new ontology. Giraffe says a new ontology begins by unselfishness, caring and responsibility for resources. Then changing the attitude of other animals by making them aware they can move through the problem. The solution is also communicated in order all parties can move together. According to the giraffe, this is moving forward in an unknown path but believing that the new ontology will culminate into a different outcome better than the previous. So, stop focusing on the past and focus on the future. In the spirit of a new ontology, the giraffe explains to start from the bottom then move to the top while instilling the value of working together. The model should be business for society and not business before society.
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Young and Rubicam (Y&R), associates were tasked with signing Kentucky Fried Chicken (KFC) as their major clients. This was a bid to work together for better values in society. Y&R associates were to pitch to KFC why they would benefit being a client and this called on the associates to do extensive homework on KFC and they did. But it was looking at KFC from one dimension and so they approached one of KFC's executive to permit them to work at one of their KFC outlets. When it happened, Y&R associates were able to learn more from KFC besides their renowned secret spice blend. They got a better perspective about clients, the staff, service, and infrastructure (Georgescu & Dorsey, 2005). This was delving into a different dimension to have a different perspective before a new ontology. The move showed competency in the part of the associates.
Explanation to the Book
Walter Baets, a co-author to the book is introduced to make an explanation of the concept of the book. Walter explains that the book is a workbook for businesses to do things differently if they choose to. Under ideas on the book, he goes ahead to explain the ontology concept. He asks the forum to imagine living in a flat world where you cannot see three-dimensional objects like cubes, spheres and three-dimensional rectangles. In a flat world, shapes will be seen as dots and lines. However, he suggests that if shapes are people and one think differently to the extent of trying to convince other shapes they have witnessed a different dimension in a flat world. They are then likely to be crucified. This is what people with original ideas in the real world go through. Ontology is what you as a business wants to achieve and to find this objective a business cannot only focus on the objective but also has to look into other aspects that drive the business. Looking at the objective singularly is different from looking at the objective as part of a system. Therefore, in business, Walter asks what the business adds to society. If there’s nothing then there is a need for an ontology which begins with establishing a value that the business believes in. these values are then translated or integrated into personal development agendas for the people working in the business. It is also a difficult trip in establishing value in your business. The next is managing that value in a complex world which survives only because of innovation (Breuer & Lüdeke-Freund, 2017). This is how you deliver real service to real people using the available technology. In business, this transforms from the ontology of ‘I” to the ontology of ‘we’.
Erna steps up to expound on personal development and healthy organization using her background in human resource management and organizational design. She states that after value in the process of ontology, the next is the integration of those values into personal development. Personal is normally misconstrued to mean what one is to gain and yet it should mean how one can serve better. Therefore, there is a need for creating a culture of serving in businesses. This culture should teach how business can connect, serve, and allow other people to be greater than them but not becoming lesser or invaluable. Erna says that this is the culture characteristic is most healthy organizations (Lowe, 2012).
The video goes into a Q&A session where both authors respond to participants in the book launch forum.
My opinion
I am construed to believe that the architecture of the book by the authors mean well in regards to swaying businesses to be value-oriented rather than profit-driven. Profit is an outcome of better values in a business. However, I suggest that the ontology concept should not be something businesses find out after going under or wishing to better themselves, the ontology concept is something that can be introduced curriculum in schools giving an early solution to a later problem.
References
Breuer, H., & Florian, L. (2017). Values-Based Innovation Management: Innovating by What We Care About . Palgrave: Macmillan Education.
Georgescu, P., & Dorsey, D. (2005). The Source of Success: Five Enduring Principles at the Heart of Real Leadership . Jossey-Bass a Wiley Imprint.
Lowe, G.S. (2012). Creating Healthy Organizations: How Vibrant Workplaces Inspire Employees to Achieve Sustainable Success . Toronto: University of Toronto Press.
