AI algorithms have transformed the focus of marketing activities into very specialized niches – companies no longer look for ‘customers’, they look specifically at individual people and their specific needs. Geico car insurance will give you a car plug-in that measures the miles you drive and allows drivers who put on very few miles yearly to pay significantly less than drivers who put on tons of miles. Clothing companies know what size you wear and what color you like. Smart appliances can anticipate your next grocery list. Focused, automated marketing to the individual, to your specific needs and wants, is already quite advanced and will continue to evolve.
And as AI and supply chain automation evolve, there will be less need for salespeople, marketing agencies and the like. So, what’s a younger person to do as they strike out on their career path? What talents do humans have that might be difficult for robotics and algorithms and Amazon to replicate? Here are a few thoughts and why today’s companies might consider these three personality-driven job descriptors into their long-range planning.
Crafters. As Amazon goes big, many artisans and creators are going small. People who can anticipate and deliver customized, highly tailored products and services – on an individualized basis – will continue to thrive in the new economy. We are seeing this in many niche markets – hand-crafted whiskey, artisanal chocolate, customized home automation. Crafters, by their very nature, are always one step ahead of the bell-curve. They shape and define new markets and new innovations. New trends and new buzz words. Crafters are an indispensable talent pool for any company who wants to stay ahead of the competition. They connect on a much deeper level with their client base. They are the true creators of tomorrow’s happening products.
Conductors. As we are seeing with the Millennial generation, in many cases, owning a product isn’t as important as owning the experience. People who know how to gauge the needs and wants of small niches of people – and who can create rewarding user experiences – will help accelerate the focus from owning a physical ‘thing’ to exploring the memorable and meaningful experience of the brand promise. From tours of diamond mines (“no, thanks, don’t actually want to buy a diamond”) to building your own furniture in a cooperative wood-working shop to highly curated personal tours of whatever your ‘thing’ is, conductors will help consumers connect with like-minded people in richly rewarding ways. Think of these experience creators as musical conductors – taking disparate parts and knowing how to blend and meld them together to create a symphony of experiences.
Confidants. As more and more and more people slave away at their jobs in order to maintain a leg up on those algorithms I spoke of earlier, a growing sector of confidants, mentors and coaches has emerged and will continue to grow. Individualized mentoring and coaching is all the rage in an array of life experiences, from dating to travel to financial planning to physical wellness programs. A confidant can take you further, deeper and open your full potential in any number of domains. Consider the possibilities of having a confidant who is a specialist in the field you want to explore – let’s say you want to get into mountain climbing – someone who can personally assist you in getting geared up, suggest where you want to go to fulfill your ambitions, and can make all of the travel arrangements and then coach you on technique. Confidants help people express themselves more creatively and more confidently.
Deciding how these three personality-driven job descriptors fit into your current game plan is worth the effort of discussing and exploring. Tomorrow’s end user is looking at more experiential living and will need more personalized, personal attention than an algorithm can provide.