永远时髦的生意

FUNKY BUSINESSFOREVERHOW TO ENJOY CAPITALISM KJELL A NORDSTRÖMJONAS RIDDERSTRÅLE isBn978-91-89388-32-1Funky Business Forever, How toenjoy Capitalism© Bookhouse Publishing 2007 Bookouse Publishing ABRiddargatan 17d114 57stockholm,swedenjan@bookhouse.sewww.bookhouse.se Cover:katarina LapidothGraphic Design:katarina Lapidoth Printed attallinna Raamatutrükikoja OÜ,tallinnestonia CONTENTS Foreword: Built toBlast6 FunkytiMesForCesoF FunkFunkyvillaGe9FunkyinC.6Funkyu06FeelinG FunkyphotoCredits7 FOREWORD BuilTTOBlaST It was love at first sight. When we came up with the title FunkyBusiness we knew we were on to something. It nailed down whatwe had been talking about for a few years in a neat and memorableslogan. And it worked. People understood the meaning of funkybusiness. Some, unfortunately, did so without reading the book.Other people in more than 50 countries throughout the worldplucked up courage, removed a book written by two shaven headedSwedish academics from the bulging business book shelves andbought a copy. The result is that Funky Business has now beentranslated into more than 30 languages – three more languagesthan our combined doctoral dissertations sold copies.A few things you should know about Funky Business Forever: Seeking inspiration our first port of call was all the people who hadregistered an interest in our work at our website. We asked themabout their worlds. What were the things which had changed overthe last few years? What was going to change in the future? Howdid they feel? What did they fear, what turned them on? Thousandsof emails flooded in. We would like to thank each and every personwho found the time to make contact. We have listened – though wehaven’t necessarily always agreed! We have also tried to make this a much leaner publication. As aresult, some of our more esoteric and academic references have beeneliminated. If you want to chase up a particular reference for the sakeof completeness please send an email to info@funkybusiness.com.Ideas are a debate. Always. So, if you have further thoughts, gripes and insights about anything contained within these pagesplease make contact with us – funksters@funkybusiness.com.Of course, the world to which Funky Business appeared in 2000 was a radically different one from the one we can now see outsidethe frosted corporate windows. In 2000 the dot-com frenzy was atits height – and the Spice Girls were still together. Al Gore was aslightly dull safe-pair-of-hands vice president, rather than a charis-matic environmental campaigner. Enthusiasm and entrepreneurialvigor, tinged with the usual capitalistic cocktail of avarice and par-tially clothed ambition, filled the air. Then dot-com stocks hit thebuffers, 9/11 took our breath away and the world became a harsher,more questioning, place. Yet, since then the market has made aremarkable come-back, and the BRIC economies – Brazil, Russia,India and China – and others have expanded at astonishing rates.Funky Business struck a chord. The book – to our minds at least – was never simply a dot-com-new-economy-funkfest. The ideas inFunky Business had germinated over a lengthy period and havecarried on germinating and developing – most obviously in ournext book, Karaoke Capitalism. The phenomena we talked aboutin Funky Business were highlighted under the media spotlight ofthe new economy, but they were virtually always long term trendsin the way we manage organizations, the aspirations of individuals,the role of society and so on. The funky economy was not the neweconomy of Wired or Fast Company circa 1999. Instead, it was aglobal change in the way people think and behave: built to blastrather than built to last. This was and is a book about what is newin our economy, rather than the new economy. The other thing whichFunky Businesswas decidedly not was ahow-to book. We observed a profusion of trends and happenings.We gathered together bits of data and wild and wacky happeningsfrom strange and amusing places. We put many of these on Post-ItNotes and decorated a room with them. This upset our Swedishpassion for sensible minimalism. We wanted to make sense of whatwe saw. And that is what the book set out to do.Funky Businessmade sense of the world as we saw it. It does not tell you what to dotomorrow. Why should it? How could it? Instead, Funky Businessencourages people to start taking notes on what they see and feelin their personal and professional lives. Seeing and believing is theroot of action. There is nothing so funkily practical as a great idea.As well as being filed under “new economy” and suspicions about the practicality of our ideas, some readers of Funky Busi-ness expressed surprise that the book was written by two Swedishacademics. Indeed, some people did not read the book precisely forthat reason. To them, we apologise. But, try as we might, we havefailed to transform ourselves into straight-down-the-middle, plainvanilla academic types. There are also some g