Tale of Two VUCAs, with an emphasis on Understanding

The 2020 CX Report gathers trends on how business happens in the computational era by examining the tech stacks for marketing and products in the context of digital transformation.


This version is a super-condensed summary of the CX Report. You can watch the 82-minute extended version delivered LIVE over here.

C-19 has made the entire world sit within the classical VUCA state of being: Volatility, Uncertainty, Complexity, Ambiguity.

The antidote to classical VUCA was described by Bob Johansen from the IFF much more simply. And I used to refer to it as in this interview from the past — thanks to the brilliant Mara Hermano’s suggestion long ago.

Vision, Understanding, Clarity, and Agility.

—the anti-VUCA VUCA

Understanding is such a powerful thing. You can see in the HBR graphic how it’s used as an anti-VUCA component:

  • Volatility is addressed by having more knowledge about the situation.
  • Uncertainty is addressed by collecting information, interpreting it, and sharing it.
  • Complexity is addressed by taking the time to see the interconnected parts and variables.
  • Ambiguity is addressed by understanding cause and effect to generate hypotheses.

To raise the level of Understanding around C-19, one of my favorite datapoints is a simulation for a C-19 vaccine will move us to recovery, I’ve followed this fellow’s animations for years, and he has always had a unique knack for making complex simulations eminently understandable.

Be safe and well! —JM

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