The title of the article reflects a principle that we are very familiar with. Culture has everything to do with everything! Peter Drucker, the world renown business management consultant, educator, and author has been quoted many times. Two of my personal favorites are: “The best way to predict the future is to create it” and “Culture eats strategy for lunch.” Perhaps culture eats strategy for breakfast, both mealtimes have been referenced in the very popular quote? When we reflect on the quotes provided by one of the most recognized strategists in the modern business world, we realize that the future cannot be created without strategy otherwise the future is more prone to be a repeat of the past. When we place any kind of significant weight on the quotes by Drucker, we can also hypothesize that even if we have well thought out strategy to invent a future we envision, culture will ultimately determine whether execution can be successful or not.

Business models looking to embrace people in its channels of distribution as independent contractors or freelancer’s vs employees will benefit from ensuring their culture understands the new future the company seeks to embrace, cultivate, and grow toward. The future of work is being redefined as I write, and you read. When I recently re-read some of Drucker’s work, the quote about creating the future if we want to predict the future, set off ideas and thoughts as to how such a thought applies to where we are today in redefining the future of work and charting new pathways for the growth of businesses, large and small, inclusive of the independent workers and independent entrepreneurs who are beginning to dominate what we have traditionally described as “work.” No longer can we apply a singular definition.  From my point of view, Drucker is correct. If the culture is not receptive and ready for the strategy, the risk associated with implementation of any form of change increases and the likelihood of success decreases, probably exponentially!

There will be no “back to normal!” Intermediaries, the new flexible worker/professional, make possible new channels of distribution to connect products and services with consumers who want and seek those products and services. Flexible work also enables new possibilities for any type of worker or independent entrepreneur. The doctor, lawyer, accountant, educator, student, retiree, skilled worker are all involved. Never before have we experienced a trend in how work can be performed, inclusive of all people from all walks of life, which matches the current trend toward flexibility, freedom, and the possibility to be more in control of how we work and live.