COMMUNICATION IS CULTURE OF CHANGE
Publication MARCH 2022 | FRI COMMUNICATION
FRI ACADEMY IS AN EXPERIMENTATION, RESEARCH, AND CREATIVITY LABORATORY. OUR GOAL IS THE CREATION OF NEW FORMS OF COMMUNICATION AND LANGUAGES. A SPACE WHERE TALENT AND PASSION COME TOGETHER TO GIVE BIRTH TO NEW IDEAS IN AN INCREASINGLY GLOBAL WORLD.
In an unpredictable future, where products will be increasingly disposable, success requires creating a model capable of quickly responding to the changing dynamics of the market and customer expectations.
Agencies that want to innovate must establish skill-driven organizations and shift their focus from roles to competencies.
Just a year ago, Gartner emphasized how organizations today are heavily dependent on the skills of the people within them. The variety of required skills has never been so extensive, and the speed at which they change is equally high, to the point of speaking of a true skill economy. People are expected to possess a broad spectrum of knowledge, abilities, and competencies, as well as an excellent predisposition towards new technologies. However, it’s not only that: adaptability and a predisposition for fast learning are also crucial.
The increasing focus on competencies places talent at the heart of the business strategy. The most visionary and forward-thinking agencies are actively working to establish the right skill-driven organization, shifting from a focus on roles to a focus on competencies. Learning and business are therefore two sides of the same coin, and it is important to build agile, lean, and fast organizations – or rather, learning organizations. A centralized learning ecosystem that allows employees to freely share new ideas and knowledge represents a formal method to expand informal knowledge by collaborating on common problem/objectives. The organization is the main promoter of this free and experiential process, which guarantees concrete benefits for individual professional development. FRI has always been a pioneer in open education. In 2000, Fri Academy was born as an experimentation, research, and creativity laboratory. Our goal is to create new forms of communication and languages. A space where talent and passion can come together to give birth to new ideas in an increasingly global world.
David Kirk, former captain of the All Blacks, recalls having connected their continuous ascent to the so-called “divine discontent” – an attitude of learning and team growth that is never satisfied with past results but is always seeking a new challenge.
“The best teams I’ve played with were always in search of the smallest possible improvement. During the 1987 World Cup, the team played and trained with a clear analogy in mind: being on a ladder. Each game or training session represented a step forward and, at the same time, preparation for the next step.”
By continuously focusing on improvement, the All Blacks have built a winning culture that still encourages continuous learning rather than complacency.
In modern organizations, employees’ professional careers are no longer the end product of a training path, but rather, the training of workers themselves. The rapid evolution of technology can make a professional skill obsolete within a few years. It is therefore essential to promote and ensure continuous training opportunities.
Only through this approach can they understand their role and contribute to the team’s success. Creatives must be able to experiment with new theories and approaches to go beyond individual behaviors. And if there’s a need to experiment with the new, it’s just a matter of understanding how the game works.
For FRI, every project is a challenge. And this is a final we cannot afford to lose!