Funky Business: Talent Makes Capital Dance by J. Ridderstrale and K. Nordström

“Evolution is not right or wrong, it just is” (p17). Although this statement seems relatively simple it perfectly reflects the changes that are taking place in today’s work environment, as well as the world in general: We are now living in a world where everything evolves exponentially. A new type of revolution, not a physical one, but the one of knowledge is taking place and things that were considered true yesterday might not be anymore tomorrow. In such a state of uncertainty with intense competition between all parts of the globe, the working environment appears to be extremely hostile. But once someone has acknowledged that, what does he do? How should workers behave in the 21st century to stay competitive, and find their own path through this jungle? Well, this is what funky business is all about.
Funky business is a metaphor for this new environment: Rather than being scared of it, seeing it as a threat, one should actually see it as an opportunity and be ready to embrace it to make the best out of it. Written in a funny way, which makes it extremely pleasant to read, the book is not reluctant to sometimes use crude language if it helps its message to be better understood. This new environment is described throughout the book as the funky village. First, the authors start describing this new world with its new features, as described above, and then they analyze the different forces driving these “funky” changes, which are the huge impact of technology, as well constantly reinventing institutions and evolving values. After this the authors observe the characteristics of the new society, a surplus society, with abundance of products, as well as a real time society in which speed is key. Integrative thinking, meaning the ability to deal with this complex environment in which frontiers between different activities are now blurred, rather than trying to reduce uncertainty in a complacent way is therefore the only way to succeed. What makes this book interesting and relevant is its brand new approach of business. It has a refreshing view of business with a constant focus on human intelligence and creativity. To make this environment, which at first sight is hostile, a funky one you need to constantly upgrade your skills; be different. Therefore a company shouldn’t focus too much on the core aspects of business but pay attention to where it differs from the rest, where it is a step forward compared to competitors. In Gandhi’s words: “Be the change you want to see in the world”. There is an urge for doing alternative business, “funky business”.
A wide array of concepts and theories are used throughout the book to illustrate this need, going from capitalism to communism. However this book is not only theoretical, it also gives the modern worker some useful tools and advices in order to succeed. First of all, a funky company shouldn’t be too diversified, focusing on what you’re the best at is needed nowadays. Nevertheless, in a brain-based world one and the same competence can be used to enter an array of industries. Therefore you need to leverage your skills within the organization, while keeping in mind that being innovative should be the center point of all your actions. At an individual level, adopting a funky behavior means greater flexibility: be ready to change, adapt. This complex world is an opportunity for increased freedom, take advantage of it. Don’t see your work as just a career, make it your life. Put emotion back to work, making your working environment better. In this book there is no promise, and in my opinion this is what makes it so interesting: “I know nothing except of my own ignorance” as Socrates once said. There ain’t such thing as a recipe to success. In a world of perpetual change, being aware of that is crucial. “Questions rather than answers drive the future” (p21): ask smart question to be ahead in the game.
I think that the association of Funk and modern Business is surprisingly relevant: Music is freedom, in which creativity is at the core. But Funk is more than that: it is a state of mind, a philosophy; it is all about happiness and it is centered on the moment being. Furthermore, rhythm is key: being able to adapt to the rest is what makes you successful.
One concept that stroke me the most was the one of “RAID” (Reason, Affection, Intuition, Desire), which are the four ways with which you can communicate with people. Using AID rather than just Reason enables a company to overcome the purely economic rationality, leading to competitive advantage. In a globalized world, which is often seen as dehumanizing, I feel that this new perspective brings optimism and is an important step in improving the working environment.