Umzuzu wenkundla yezokuxhumana othi ‘Big Tobacco’ kungenzeka ukuthi usufikile ekugcineni

Isivunguvungu Esibuthayo

Isikhathi esingaphezu kweshumi leminyaka, ukwanda kwenkundla yezokuxhumana kuhlangatshezwane nenjabulo nokungakhululeki. Simangazwe amandla ayo okuxhumana, ukwazisa, kanye nokujabulisa, nokho izinsolo ezingapheli zakhula ngemuva mayelana nomthelela wayo omnyama empilweni yengqondo, intando yeningi, kanye nezinkulumo zomphakathi. Lokho kusola manje sekuqubule inkinga kanembeza egcwele ngokuphelele, okwenza kube nokufana okukhulu nemboni kagwayi ebhekene nayo ngasekupheleni kwekhulu lama-20. Isikhathi ‘sogwayi Omkhulu’ senkundla yezokuxhumana—iphuzu lapho ukuzwela komphakathi kanye nezinyathelo zomthetho zisuka ekwamukelweni kuya ekuziphenduleleni—akusesona isibikezelo; iqiniso lethu lamanje.

Ubufakazi Bunyuka: Ukusuka ku-Anecdote kuya esenzweni

Inkathi yoshintsho, efana nezifundo zezokwelapha eziyisidala ezihlobanisa ukubhema nomdlavuza wamaphaphu, kube yinqwaba yobufakazi obungenakuphikiswa. Imibhalo yangaphakathi evela ezinkundleni ezinkulu, evezwe ngababizi, ibonise ukuthi izinkampani zazivame ukuqaphela kakhulu umonakalo ongadalwa imikhiqizo yazo, ikakhulukazi kubasebenzisi abasebasha. Ngesikhathi esifanayo, indikimba ekhulayo yocwaningo oluzimele iyaqhubeka nokudonsa ukuxhumana okucacile phakathi kokusetshenziswa kwenkundla yezokuxhumana kanye namazinga akhulayo okukhathazeka, ukucindezeleka, nesizungu. Lokhu kususe ingxoxo endaweni yokukhathazeka kwabazali yayisa ezinkantolo nasezindlini zomthetho, kanti izifundazwe eziningi zase-U.S. manje sezimangalele izinkundla ngezinsolo zokuklama izici eziluthayo ezilimaza impilo yengqondo yentsha.

Ukudizayina Umlutha vs. Ukudizayina Inani

Enhliziyweni yalokhu kubalwa imodeli yebhizinisi eyisisekelo: umnotho wokunaka. Izinkundla zokuxhumana zigqugquzelwa ngokwezezimali ukuze kwandiswe ukusebenzelana kwabasebenzisi nganoma yiziphi izindleko. Lokhu kuholele emiklamo yemikhiqizo ehlanganisa ukuskrola okungapheli, amavidiyo wokuzidlalela ngokuzenzekelayo, kanye nezifunzo ezikhethwe ngokwe-algorithmically ezibeka phambili ukucasuka nezingxabano—konke okuklanyelwe ukudala iluphu eyimpoqo. Le modeli imelene ngqo namathuluzi aklanyelwe ukukhiqiza kwangempela nokuphila kahle. Emhlabeni wamabhizinisi, izinkampani manje sezifuna izinkundla ezibeka phambili ukusebenza kahle nokucaca kunokuzibandakanya okungenangqondo. Yilapho ukushintsha kwefilosofi kubalulekile. Ngokungafani nezinhlelo zokusebenza eziklanyelwe ukudonsa ukunaka, inkundla efana ne-Mewayz yakhelwe injongo ehlukile: ukwenza lula ukusebenza, ukubeka ukuxhumana phakathi, nokwengeza inani eliphathekayo osukwini lomsebenzi, ukusiza amaqembu abaleke endaweni enomsindo, ehlukene yedijithali.

• Ukuskrola Okungapheli: Idizayinelwe ukubamba ukunaka ngokuphakelayo okungenasiphelo kokuqukethwe.
• Okuthandwayo Nezaziso: Sebenzisa imiklomelo ehlukahlukene ukuze ucuphe amahithi e-dopamine futhi ukhuthaze ukulutheka.
• Okuphakelayo kwe-Algorithmic: Beka kuqala okuqukethwe okuhlukanisayo noma okuthinta imizwa ukuze uthuthukise amamethrikhi okubandakanyeka.
• Ukuqhathanisa Komphakathi: Izici ezakhelwe ngaphakathi ezikhuthaza abasebenzisi ukuthi bahlale beqhathanisa izimpilo zabo nabanye.

I-Exodus Yebhizinisi kanye Nosesho Lokuhlanzeka

I-backlash ayikhawulelwe kubasebenzisi ngabanye. Amabhizinisi, wona kanye amabhizinisi athele amadola okukhangisa kulezi zinkundla, ayaxwaya. Ukukhathazeka ngokuphepha kwebhrendi, ukungaqageleki kwe-algorithmic, kanye nokukhathala okugcwele kokuncintisana ukuze uthole ukunakwa endaweni enesiphithiphithi kuqhuba ukuhlolwa kabusha kwesu ledijithali. Izinkampani zifuna izindawo ezilawulwa kakhulu, ezichwepheshile, nezisebenzayo zokuphatha amaphrojekthi, ukuxhumana namathimba, nokuxhumana namakhasimende. Baqhubekela kuzinhlelo zokusebenza ezididiyelwe ezifeza izinhloso zabo kunokuba basebenzise ukunaka kwabo. Lokhu kumelela ithuba elikhulu lamathuluzi ahlonipha isikhathi nokugxila komsebenzisi.

"Sisendaweni ye-inflection. Isikhathi 'sokuhamba ngokushesha futhi siphule izinto' sesiphelile. Iminyaka eyishumi ezayo izochazwa ngobuchwepheshe obakha ukwethembana, obukhuthaza inhlalakahle, futhi obuqinisa imiphakathi yethu." - Umhlaziyi Wezimboni

I-Ethos Yedijithali Entsha: Inhloso Ngaphezu Kokungenela

Ngakho-ke, yini eza ngemva kwesikhathi ‘sogwayi Omkhulu’? Idinga i-ethos entsha yedijithali egxile ekuzimiseleni nasekukhanyeni. Abasebenzisi namabhizinisi ngokufanayo bazodonsela ezinkundleni ezicacile mayelana nezinhloso zabo, ezisobala ngama-algorithms abo, futhi eziklanywe ngenhlalakahle yabasebenzisi njengemethrikhi eyinhloko—hhayi umcabango wakamuva. Lokhu kusho ukwamukela ubuchwepheshe obusebenza njengethuluzi lokufeza okuthile, hhayi umthombo wokuphazamiseka. Kumabhizinisi esimanje, ukuhlanganisa isistimu yokusebenza eyimojuli efana ne-Mewayz kuwavumela ukuthi ahlanganise amathuluzi awo abalulekile abe yindawo yokusebenza ehambisanayo, eqhutshwa inhloso. Kuyisinyathelo esiqaphelayo kude namaphethini akhohlisayo enkundla yezokuxhumana kanye nokuya endaweni yedijithali ekhethiwe ekhulisa ukukhiqiza futhi ekhuthaza ukubambisana kwangempela, okufakazela ukuthi ubuchwepheshe bungaba namandla futhi bube buhle.

Imibuzo Evame Ukubuzwa

Isivunguvungu Esibuthayo

Isikhathi esingaphezu kweshumi leminyaka, ukwanda kwenkundla yezokuxhumana kuhlangatshezwane nenjabulo nokungakhululeki. Simangazwe amandla ayo okuxhumana, ukwazisa, kanye nokujabulisa, nokho izinsolo ezingapheli zakhula ngemuva mayelana nomthelela wayo omnyama empilweni yengqondo, intando yeningi, kanye nezinkulumo zomphakathi. Lokho kusola manje sekuqubule inkinga kanembeza egcwele ngokuphelele, okwenza kube nokufana okukhulu nemboni kagwayi ebhekene nayo ngasekupheleni kwekhulu lama-20. Isikhathi ‘sogwayi Omkhulu’ senkundla yezokuxhumana—iphuzu lapho ukuzwela komphakathi kanye nezinyathelo zomthetho zisuka ekwamukelweni kuya ekuziphenduleleni—akusesona isibikezelo; iqiniso lethu lamanje.

Ubufakazi Bunyuka: Ukusuka ku-Anecdote kuya esenzweni

Inkathi yoshintsho, efana nezifundo zezokwelapha eziyisidala ezihlobanisa ukubhema nomdlavuza wamaphaphu, kube yinqwaba yobufakazi obungenakuphikiswa. Imibhalo yangaphakathi evela ezinkundleni ezinkulu, evezwe ngababizi, ibonise ukuthi izinkampani zazivame ukuqaphela kakhulu umonakalo ongadalwa imikhiqizo yazo, ikakhulukazi kubasebenzisi abasebasha. Ngesikhathi esifanayo, indikimba ekhulayo yocwaningo oluzimele iyaqhubeka nokudonsa ukuxhumana okucacile phakathi kokusetshenziswa kwenkundla yezokuxhumana kanye namazinga akhulayo okukhathazeka, ukucindezeleka, nesizungu. Lokhu kususe ingxoxo endaweni yokukhathazeka kwabazali yayisa ezinkantolo nasezindlini zomthetho, kanti izifundazwe eziningi zase-U.S. manje sezimangalele izinkundla ngezinsolo zokuklama izici eziluthayo ezilimaza impilo yengqondo yentsha.

Ukudizayina Umlutha vs. Ukudizayina Inani

Enhliziyweni yalokhu kubalwa imodeli yebhizinisi eyisisekelo: umnotho wokunaka. Izinkundla zokuxhumana zigqugquzelwa ngokwezezimali ukuze kwandiswe ukusebenzelana kwabasebenzisi nganoma yiziphi izindleko. Lokhu kuholele emiklamo yemikhiqizo ehlanganisa ukuskrola okungapheli, amavidiyo wokuzidlalela ngokuzenzekelayo, kanye nezifunzo ezikhethwe ngokwe-algorithmically ezibeka phambili ukucasuka nezingxabano—konke okuklanyelwe ukudala iluphu eyimpoqo. Le modeli imelene ngqo namathuluzi aklanyelwe ukukhiqiza kwangempela nokuphila kahle. Emhlabeni wamabhizinisi, izinkampani manje sezifuna izinkundla ezibeka phambili ukusebenza kahle nokucaca kunokuzibandakanya okungenangqondo. Yilapho ukushintsha kwefilosofi kubalulekile. Ngokungafani nezinhlelo zokusebenza eziklanyelwe ukudonsa ukunaka, inkundla efana ne-Mewayz yakhelwe injongo ehlukile: ukwenza lula ukusebenza, ukubeka ukuxhumana endaweni eyodwa, kanye nokwengeza inani eliphathekayo osukwini lomsebenzi, ukusiza amaqembu abaleke endaweni enomsindo, ehlukene yedijithali.

I-Exodus Yebhizinisi kanye Nosesho Lwenhlanzeko

I-backlash ayikhawulelwe kubasebenzisi ngabanye. Amabhizinisi, wona kanye amabhizinisi athele amadola okukhangisa kulezi zinkundla, ayaxwaya. Ukukhathazeka ngokuphepha kwebhrendi, ukungaqageleki kwe-algorithmic, kanye nokukhathala okugcwele kokuncintisana ukuze uthole ukunakwa endaweni enesiphithiphithi kuqhuba ukuhlolwa kabusha kwesu ledijithali. Izinkampani zifuna izindawo ezilawulwa kakhulu, ezichwepheshile, nezisebenzayo zokuphatha amaphrojekthi, ukuxhumana namathimba, nokuxhumana namakhasimende. Baqhubekela kuzinhlelo zokusebenza ezididiyelwe ezifeza izinhloso zabo kunokuba basebenzise ukunaka kwabo. Lokhu kumelela ithuba elikhulu lamathuluzi ahlonipha isikhathi nokugxila komsebenzisi.

I-Ethos Yedijithali Entsha: Inhloso Ngaphezu Kokungenela

Ngakho-ke, yini eza ngemva kwesikhathi ‘sogwayi Omkhulu’? Idinga i-ethos entsha yedijithali egxile ekuzimiseleni nasekukhanyeni. Abasebenzisi namabhizinisi ngokufanayo bazodonsela ezinkundleni ezicacile mayelana nezinhloso zabo, ezisobala ngama-algorithms abo, futhi eziklanywe ngenhlalakahle yabasebenzisi njengemethrikhi eyinhloko—hhayi umcabango wakamuva. Lokhu kusho ukwamukela ubuchwepheshe obusebenza njengethuluzi lokufeza okuthile, hhayi umthombo wokuphazamiseka. Kumabhizinisi esimanje, ukuhlanganisa isistimu yokusebenza eyimojuli efana ne-Mewayz kuwavumela ukuthi ahlanganise amathuluzi awo abalulekile abe yindawo yokusebenza ehambisanayo, eqhutshwa inhloso. Kuyisinyathelo esiqaphelayo kude namaphethini akhohlisayo enkundla yezokuxhumana kanye nokuya endaweni yedijithali ekhethiwe ekhulisa ukukhiqiza futhi ekhuthaza ukubambisana kwangempela, okufakazela ukuthi ubuchwepheshe bungaba namandla futhi bube buhle.