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Umsatz",{"__typename":83,"timestamp":84,"timezone":85,"offset":86,"time":87},"DateTime",1580216103,"UTC","+00:00","2020-01-28T12:55:03+00:00",{"__typename":83,"timestamp":89,"timezone":85,"offset":86,"time":90},1555396184,"2019-04-16T06:29:44+00:00",{"__typename":16,"id":17,"name":18,"direction":19},"/blog/zukunftsvision-fuer-mehr-umsatz",[94,101,108],{"__typename":95,"tag":96,"attributes":97},"MetaTagValue","meta",{"__typename":98,"name":99,"content":100},"MetaTagValueAttributes","title","Unternehmensweite Zukunftsvision bringt mehr Umsatz | Liechtenecker UX Design 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","wp_html",{"__typename":16,"id":17,"name":18,"direction":19},{"__typename":83,"timestamp":125,"timezone":85,"offset":86,"time":126},1713772777,"2024-04-22T07:59:37+00:00",[128,131,135],{"__typename":95,"tag":96,"attributes":129},{"__typename":98,"name":99,"content":130},"Arbeitskultur | Liechtenecker UX Design Studio",{"__typename":95,"tag":96,"attributes":132},{"__typename":98,"name":133,"content":134},"description","Hauptsächlich Themen, die Liechtenecker betreffen – Standups, Meetups, neue Chefs/Positionen, Random & Wuzzlio, Klausur etc.",{"__typename":102,"tag":103,"attributes":136},{"__typename":105,"href":137,"hreflang":13,"rel":107,"media":13,"sizes":13,"type":13},"http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/kategorie/arbeitskultur",[139],{"__typename":140,"id":141,"name":142,"path":143,"weight":118},"TermTags","1618","Zukunftsvision","/tag/zukunftsvision",{"__typename":145,"processed":146,"format":122,"summary":13},"TextSummary","\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cp>Laut einer \u003Ca href=\"https://info.trendwatching.com/e2t/c/*W7PfZKv4Kj5x7W7Y_dJB3m9_1C0/*W47wFNy4Fsw5pW7yh58g3fW6DN0/5/f18dQhb0S65N7w3c_VV1xlrM2vj8QmN608SGzFDCPrW5BZsY590pRB0W3BCv6y4kDJKXW3NNB8l14F4wcW29jZqF8zQrgjW8mr-6X2b3wr2Vc4BDF2p4hP6W2jy7wD8N1zXwW2nLYbN3TcX63W3DHgQP3VBJ4cW1GCJwL4-D1-rW5_TbL333Y1yKW2Hhd7956MThWV4rLVQ1mgv-XW19mYDp3wQkP4W4NXCRv8RQ1GFW4TqRRF12J9wbW2zKx686w0yPYW1YRTBB3nPr3CW62VL-N3M88KcW1TlJ0j5hKVhgW4y0Xn74NYnBPW4WH32j2m-YSyVk8L_k57cGWcW5w0HC36wFwnLN36g2l6ZG1RVW3-Gxqn8_bvcLW85jMd-3V_Mh0W4pWKQb2gB30ZW3W9vJ08vxQjPW29B_hJ6FfCk_W8-_zyZ6PKNnRW7yr50P7QRfM9W5mmpDj6RyRHVV3mmQn6SD2b8W8Grw3W4mrXNsV-clDK2Q9jxvW3T0VS17RQMyDN7-15jHc719cW9blP3f18c26lW8gGXm_800_yKW7N-2PV8XhPKkW4xxMd88FnW3vW6Y7kY44zHWGpVBkb8r3x4pcgN5YFs1WpLP_Kf68C-rq03\" target=\"_blank\" rel=\"noopener noreferrer\">Studie von Edelman aus dem Jahr 2018 kaufen oder boykottieren 64 % der Konsumenten weltweit eine Marke aufgrund ihrer gesellschaftlichen oder politischen Position\u003C/a>. Um 13 Prozentpunkte mehr als im Vorjahr. Tendenz also steigend. Einen derartig klaren Standpunkt zu beziehen, der kaufentscheidend ist, schafft man aus meiner Sicht mit einer klaren Zukunftsvision. Wie kommt man aber zu einer solchen?\u003C/p>\n\u003Cp>Die eingangs erwähnten Zahlen habe ich von Markus Gull – dem Storydude. Wer ihn schon einmal bei einem Vortrag erlebt hat, weiß, dass er sehr richtige Dinge auf sehr humorvolle Weise präsentieren kann. Seine Mission: Unternehmen zu ihrem Purpose führen, um darüber eine mitreißende Story zu erzählen, die Menschen begeistert. Ja, Menschen und keine Kunden, Zielgruppen, User oder sonst irgendetwas. Das hat er mir auch als \u003Ca href=\"https://open.spotify.com/episode/0rudBtOfdP6MezAtLbDRZr\" target=\"_blank\" rel=\"noopener noreferrer\">Gast in unserem Liechtenecker Leseliste Podcast\u003C/a> erzählt.\u003C/p>\n\u003Ca href=\"/sites/default/files/styles/full_width/public/wp-migration/wordpress-media-image/2019/04/liechtenecker-leseliste-markus-gull-susanne-liechtenecker.png?itok=WImhs262\" data-rel=\"lightbox-gallery-wUPASc7g\" data-rl_title data-rl_caption title class=\"js-image-link\">\u003Cdiv alt=\"Liechtenecker Leseliste, Markus Gull, Susanne Liechtenecker\" data-entity-type=\"media\" data-entity-uuid=\"dbe19369-e0a7-4c87-b671-da17a00e9b73\" data-langcode=\"de\" class=\"embedded-entity\">\u003Cdiv>\n  \n  \n  \u003Cdiv>\n    \u003Cdiv class=\"visually-hidden\">Bild\u003C/div>\n              \u003Cdiv>    \u003Cpicture>\n                  \u003Csource srcset=\"/sites/default/files/styles/image_width_medium/public/wp-migration/wordpress-media-image/2019/04/liechtenecker-leseliste-markus-gull-susanne-liechtenecker.png.webp?itok=C91xKYm3 1x, /sites/default/files/styles/image_width_medium_x2/public/wp-migration/wordpress-media-image/2019/04/liechtenecker-leseliste-markus-gull-susanne-liechtenecker.png.webp?itok=khxMPQWM 2x\" media=\"all and (min-width: 1024px) and (max-width: 1439px)\" type=\"image/webp\" width=\"950\" height=\"951\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_small/public/wp-migration/wordpress-media-image/2019/04/liechtenecker-leseliste-markus-gull-susanne-liechtenecker.png.webp?itok=D1KPInKN 1x, /sites/default/files/styles/image_width_small_x2/public/wp-migration/wordpress-media-image/2019/04/liechtenecker-leseliste-markus-gull-susanne-liechtenecker.png.webp?itok=zQVK30Uw 2x\" media=\"all and (min-width: 745px) and (max-width: 1023px)\" type=\"image/webp\" width=\"950\" height=\"951\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xsmall/public/wp-migration/wordpress-media-image/2019/04/liechtenecker-leseliste-markus-gull-susanne-liechtenecker.png.webp?itok=lsI-2ZtQ 1x, /sites/default/files/styles/image_width_xsmall_x2/public/wp-migration/wordpress-media-image/2019/04/liechtenecker-leseliste-markus-gull-susanne-liechtenecker.png.webp?itok=_enlEmrN 2x\" media=\"all and (min-width: 480px) and (max-width: 744px)\" type=\"image/webp\" width=\"745\" height=\"746\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xxsmall/public/wp-migration/wordpress-media-image/2019/04/liechtenecker-leseliste-markus-gull-susanne-liechtenecker.png.webp?itok=CxjnM4im 1x, /sites/default/files/styles/image_width_xxsmall_x2/public/wp-migration/wordpress-media-image/2019/04/liechtenecker-leseliste-markus-gull-susanne-liechtenecker.png.webp?itok=4YLE7Vf5 2x\" media=\"all and (max-width: 479px)\" type=\"image/webp\" width=\"480\" height=\"481\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_large/public/wp-migration/wordpress-media-image/2019/04/liechtenecker-leseliste-markus-gull-susanne-liechtenecker.png.webp?itok=meBEOmJ6 1x, /sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2019/04/liechtenecker-leseliste-markus-gull-susanne-liechtenecker.png.webp?itok=O4T7795U 2x\" type=\"image/webp\" width=\"950\" height=\"951\">\n                  \u003Cimg loading=\"lazy\" width=\"950\" height=\"951\" src=\"/sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2019/04/liechtenecker-leseliste-markus-gull-susanne-liechtenecker.png.jpg?itok=O4T7795U\" alt=\"Liechtenecker Leseliste, Markus Gull, Susanne Liechtenecker\" title=\"liechtenecker-leseliste-markus-gull-susanne-liechtenecker.png\">\n\n  \u003C/picture>\n\n\u003C/div>\n          \u003C/div>\n\n\u003C/div>\n\u003C/div>\n\u003C/a>\u003Cp>\u003C/p>\n\u003Ch3>Die Zahlen sprechen für sich\u003C/h3>\n\u003Cp>In seinem neuen Buch, „Dann unternimm doch was“, zitiert er noch eine Menge mehr Zahlen aus eingangs zitierter \u003Ca href=\"https://www.edelman.com/sites/g/files/aatuss191/files/2018-10/2018_Edelman_Earned_Brand_Global_Report.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Edelman Studie\u003C/a> in 8 Ländern.\u003C/p>\n\u003Cul>\n\u003Cli>“53 % der Befragten stimmen der Aussage zu, dass Marken mehr zur Beseitigung sozialer Missstände tun können als Regierungen; fast die Hälfte sagt, Marken haben dafür auch die besseren Ideen.\u003C/li>\n\u003Cli>64 % sagen, CEOs sollen positive Veränderungen einleiten und nicht darauf warten, dass diese von Regierungen angeordnet werden.\u003C/li>\n\u003Cli>54 % glauben, es ist einfacher, Marken anstatt Regierungen dazu zu bringen, gesellschaftliche Verbesserungen in Angriff zu nehmen.”\u003C/li>\n\u003C/ul>\n\u003Cp>Eine \u003Ca href=\"https://www.juliusraabstiftung.at/wp-content/uploads/2017/11/Unternehmerische-Verantwortung-ud-Digitaler-Wandel_Working-Paper.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Untersuchung der Julius Raab Stiftung zu unternehmerischer Verantwortung und digitalem Wandel\u003C/a>, die Gull ebenfalls im Buch zitiert, zeigte:\u003C/p>\n\u003Cul>\n\u003Cli>“Von Mediennutzung über Arbeitsmarkt, Bildung und Ausbildung bis hin zu Nachhaltigkeit, Umweltschutz, medizinischer Versorgung und dem Finanzmarkt trauen die Menschen den Unternehmen mehr Problemlösungskompetenz zu als der Politik oder NGOs.\u003C/li>\n\u003Cli>Als Entwickler neuer sozialer Systeme werden die Unternehmen von 89 Prozent als sehr oder einigermaßen wichtig gesehen.”\u003C/li>\n\u003C/ul>\n\u003Ch3>Speculative Design als Methode für eine Zukunftsvision\u003C/h3>\n\u003Cp>Das ist schon eine große Erwartungshaltung an Unternehmen bzw. UnternehmerInnen. Man könnte fast schon sagen, eine soziale Verantwortung. Aber wie wird man denn dem gerecht?\u003C/p>\n\u003Cp>Die Antwort des Zukunftsforschers Franz Kühmayer wäre vermutlich \u003Ca href=\"https://newmanagement.haufe.de/leadership/fuehren-nach-dem-pep-prinzip\" target=\"_blank\" rel=\"noopener noreferrer\">\u003Cstrong>Cohesive Leadership\u003C/strong>\u003C/a>, von dem er vor Kurzem am Casinos Austria Innovation Day erzählt hat. Ein Führungsstil, der den Zusammenhalt im Unternehmen fördert und in den Fokus rückt.\u003C/p>\n\u003Cp>Cohesive Leadership baut dabei auf drei Säulen: \u003Cstrong>Purpose, Education, Participation – kurz PEP\u003C/strong>.\u003Cbr>\nPurpose, also der Sinn, den man in der Arbeit finden soll; Education, was den gesamten Bereich Ausbildung, Qualifikation und Bildung beinhaltet; und Participation, die Beteiligung am Fortkommen des Unternehmens.\u003C/p>\n\u003Cp>Wie können Unternehmen nun mit PEP bessere Ideen haben als Regierungen und positive Veränderungen herbeiführen, für die Gesellschaft als Ganzes und im Grunde dadurch auch für sich selbst? Nun, dazu braucht es einmal eine Vorstellung von einer Zukunft die man haben möchte. Nicht nur einer, auf die man mit Ängsten und Sorgen blickt, sondern eine, die auch Lösungen bereitstellt. Nicht nur eine, die Meinungen und Vorstellungen kopiert, sondern aus den eigenen Köpfen stammt.\u003C/p>\n\u003Cp>Dabei kann \u003Ca href=\"/4-gruende-warum-speculative-design-business-relevant-ist/\" target=\"_blank\" rel=\"noopener noreferrer\">Speculative Design\u003C/a> helfen. Denn wer Zukunft gestalten will, muss auch über die Zukunft nachdenken. Um einen Purpose zu erfüllen: eine bessere Zukunft. Durch Education, indem durch die Beschäftigung mit der Zukunft Wissen über Trends und Technologien ins Unternehmen und dann in die Gesellschaft getragen wird. Bestenfalls passiert das alles dann auch noch partizipativ, indem nicht nur eine Führungsriege, sondern alle in einem Unternehmen und sogar Stakeholder und die Gesellschaft in der Entwicklung dieser wünschenswerten Zukunft miteinbezogen werden. Speculative Design erschafft Artefakte aus der Zukunft für das Heute. Für alle. Auch ganz PEPig, wenn ich mir dieses Wortspiel am Ende erlauben darf.\u003C/p>\n\u003Cp>Marken und Unternehmen, die das tun, haben eine Zukunftsvision und damit eine größere Chance einen Standpunkt zu beziehen, Orientierung zu bieten und in Folge wirtschaftlich erfolgreich zu sein.\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n",{"__typename":148,"id":149,"excludeFromScreenreader":13,"mediaImage":150,"name":155,"path":158,"status":20},"MediaImage","1009",{"__typename":151,"url":152,"width":153,"height":154,"alt":13,"title":155,"size":156,"mime":157},"Image","http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/sites/default/files/wp-migration/wordpress-media-image/2019/04/zukunftsvision-methode-gross.png",1920,500,"zukunftsvision-methode-gross",1720588,"image/png","/media/1009/edit",{"__typename":148,"id":160,"excludeFromScreenreader":13,"mediaImage":161,"name":165,"path":167,"status":20},"1008",{"__typename":151,"url":162,"width":163,"height":164,"alt":13,"title":165,"size":166,"mime":157},"http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/sites/default/files/wp-migration/wordpress-media-image/2019/04/zukunftsvision-methode-klein.png",922,519,"zukunftsvision-methode-klein",911297,"/media/1008/edit","\u003C!-- This site is optimized with the Yoast SEO plugin v15.7 - https://yoast.com/wordpress/plugins/seo/ -->\n\u003Cmeta name=\"description\" content=\"Marken und Unternehmen mit klarer Zukunftsvision, haben eine größere Chance einen Standpunkt zu beziehen, Orientierung zu bieten und in Folge wirtschaftlich erfolgreich zu sein. 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