#transformation #innovation #technological #culture #feminine

Technological evolution is good. It is great that techies invent innovative tools to make our (working) life more enjoyable. This way we can evolve from ‘must’ work to ‘want to’ work or create. What effects do these technological innovations have on the transformation of our society?

An advantage is that we, as human beings, can focus on and strengthen our talents and competences. We get time to be busy with self-development and creation. If those innovations are made with open mind intersection will take place. I see a society where, instead of working, humans make time for self development. Finally we can can focus on sustainability.


The application of technological innovations usually leads to more efficiently work. Routine work is automated. Some jobs are lost … others are added. As I said above, it may no longer be necessary to work …

A problem arrise… Social status, often the self-esteem of a person, depends on the fact that he / she feels useful. People don’t feel useful if they don’t have a job … How can we define “feel useful” differently? Can we, as a society, think out-of-the-box to solve this problem? Can we see this as an opportunity?

Another evolution, which is reinforced by technological innovation, is individualism. I deliberately do not say self-centered. Under individualism means “as an individual taking your own responsibility for your self-development”. Asserting yourself from your best side should not necessarily be selfish. It will lead to a positive change in your team, your community.


The technical innovations are tools and demand a clear goal, before they are applied. In the business world we see too often “the hunger” for digital innovation or transformation. Managers want to use buzz words, wants to be trendy wants to belong! In other words they want an app or want to work with blockchain or AI.

I have nothing against these innovations! But I get the shiffers if innovations are used without a clear goal. That erodes its added value. Hereby a call to all managers.

  • First learn what the innovation entails.
  • Second how can you use it to make your company, your colleagues, stakeholders more pleasant.
  • Ask yourself whether this application fits in with the company culture and value.

It is necessary to reconsider our values ​​as a society, as a company as part of society? Absolutely!


We have seen an evolution towards a more feminine society for several years. This term comes from a research by Gert Hofstede. Gert Hofstede investigated various cultural dimensions in the world. One of these dimensions was masculine culture versus feminine culture. You can see it as a continuum.

It is good to know: during the research, women in all cultures scored fairly similar on this dimension,. The difference was made by the behavior of men in the culture! Whether a country is rich or poor has no influence on this dimension. The Scandinavian countries are feminine cultures, the US, Japan and England are masculine.

What is typical for masculine countries? People “live to work.” Success, prestige, prestige, recognition and making a lot of money are important. Studies and competition on the job are a source of power. In feminine countries people work to live, the goal is to raise resources. The well-being of the group, the harmony in relationships (both private and business) are important. If you take a look at the curicula in masculine countries, it is noticeable that people use words which are performance-oriented. In feminine cultures, people tend to underestimate themselves.

A masculine supervisor is decisive, assertive, has power and must not necessarily take the others into account. Moreover, this is socially acceptable. A feminine manager works intuitively and provides harmony. Women in masculine countries can take a leading position in business, under one condition. They must adapt and fully conform to masculine values. In feminine countries the ego takes a step back and communication is important. Serive oriented tasks and professions are given more respect.


Service and care professions can be automated less quickly. The emotional aspect of a job, connection, teamwork etc becomes important. Magali de Rue did an interesting interview with Seth Godin (BLOOVI) about artificial intelligence. Seth Godin states: “Computers will never have enough data to provide subjective advice based on your emotions.” Such typical professions will then be automated less quickly. and also increase in appreciation, also in masculine cultures.

Teamwork, the intuitive will gain in importance. A few feminine trends: the values ​​and the “why” of companies are being asked. A large proportion of the young people are working on sustainability. Mindfulness, yoga, meaning and personal development receive more and more attention. We are moving from a knowledge society, you can always find knowledge on the internet, to a society of talents and competences.

  • How do you deal with the knowledge found?
  • How do you work in a team?
  • What do you feel?

Do we tap into a new intelligence based on emotions, feelings, intuition and adaptability?
Will feelings gets a place next to the cognitive? Will we reach finnaly a balance?

Gert Hofstede’s research shows that: the older people get, the more feminine they become, even in masculine countries. Status and success have been proven. Finally, time can be made to focus on other things. Given the aging in society this fits in place again.

The digital transformation reinforces this evolution to more feminine cultures. If we, as a person, want to develop ourselves or find suitable colleagues, we will look for the talents and competences. Those talents and competences are already appreciated in feminine cultures.

In the interview, Seth Godin also refers to the importance of humanity over theoretical knowledge:

“You only get progress and productivity by linking talent and skills to humanity”
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  1. […] jobs have a more emotional aspect: the human connection is important. Those are more difficult to automated. Artificial intelligence will have a tough task […]

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