The Future of Success

By Robert B. Reich
Alfred A. Knopf, 2000, ISBN: 1-896324-34-7

Ten years ago, former US Secretary of Labour Robert Reich wrote The Work of Nations, one of the first books to take the concept of the new economy into the public eye. As he advocates that innovation and re-examination are critical in today’s workplace, he has given us more food for thought as he analyses the effect of globalized markets, technological advances, e-commerce and the unrelenting demand to produce better and faster.

For a politician (and economist), Reich is surprisingly accessible, outlining the history and development of the new economy through the last two centuries, and lacing the chapters with anecdotes from all social strata and age groups. He also points out misconceptions such as the popular belief that today’s innovators must be adept at using new information technology. Reich feels that the true value is in the creative process, which in itself is not technology dependant, although it may require technology for delivery or implementation. He defines creative workers as either “Geeks,” or “Shrinks.” The Geeks are the creative introverts, being absorbed by what can be done with a product or a concept. They play and create, idea people who expand the possibilities of a project or company. The Shrink is the people person (including counsellors), who know what people really want for the product or service. They are the heart of the product or service.

The core of Reich’s thesis is that technology is speeding and broadening access to “terrific deals.” This spurs worker mobility, free agent commerce, and the need for workers to constantly sell themselves or create their “brand”. It also contributes greatly to the decline of loyalty and the increased value on “stickiness” or qualities that entice one to return to or remain with a product, service or organization. It is great for the consumer, but continuous stress for the seller, with the steep price of “more frenzied lives, less security, more economic and social stratification, the loss of time and energy for family, friendship, community and self.”

There are three sections to the book, and three “discussions”. Part I, “The New Work” will have the most relevance for counsellors. Part II, “The New Life” delves into changes in gender roles and workload sharing, stability and dynamics of the family (although narrowly defined) and the “commercialization of community”. Personal attention is becoming a commodity, one with an increasing demand, although remuneration does not yet reflect that. Part III, “Choices” summarizes the choices for both individuals and society. Reich takes care to say that our choices are not simple, and that people need not feel additional pressure and guilt if not able to achieve “balance” easily as this really is a systemic problem. The global and societal choices we face are interesting, but few of the potential solutions put forth (such as “community insurance” to ensure that communities are economically healthy even if major industries close) are likely to see implementation.

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