Companies in Reverse

Once, there were companies and consumers. Companies were monolithic, faceless, and bureaucratic. Employees were cogs in the machine, with no personality, loyalty, nor exposure to the public. Consumers' only duty was to consume; otherwise the company had no interest in them.

Soon, consumers will be valued as individuals, with interests other than consuming a particular product. Employees will be valued for their ability to directly connect with consumers as individuals, using their stories to attract more consumers, and creating a tribe of individuals that rally around what the company sells as a launching pad for exploring other aspects of their lives.

Employees in Reverse

Employers used to find talent anywhere and physically move them to where it was most convenient to the employer. Employees were expected to drop their gender, their parenthood, and their personalities from their workplace behavior. They were expected to dress a certain way and in every way become more like their employer and coworkers. If an employee had to talk to the public, their language would be scripted and stilted.

Soon, employees will be in control. Their ability to work anywhere, gender, parenthood, and personality will be what is valued. Their employers will become more like them. When they talk to the public it will be them speaking.