The Next Next Common Sense
radical decentralization doesn't eliminate complexity—it embraces it as a source of innovation and adaptability. These examples share a common thread: rather than trying to reduce complexity to simplicity, these organizations have developed ways to nav- igate complexity coherently. They don't fight against the interconnected- ness of the digital age—they harness it. KEY TENSIONS IN TODAY'S ENVIRONMENT This new complexity landscape creates tensions that organiza- tions must navigate. Five tensions in particular define today's business environment:
1. Efficiency vs. Adaptability
The digital economy simultaneously demands ruthless efficiency and radical adaptability. Companies must deliver quarterly results while con- tinuously reinventing themselves. This creates a fundamental tension: optimization requires standardization and predictability; adaptation re- quires experimentation and redundancy. Amazon exemplifies an organization that navigates this tension. Its fulfillment operations run with clock-like precision, while its culture embraces what Jeff Bezos calls "high-velocity decision-making" and experimentation. This balance doesn't resolve the tension—it holds it productively.
2. Scale vs. Responsiveness
Digital technology creates unprecedented opportunities to scale, but also demands hyper-responsiveness to local conditions. Global platforms must operate consistently across markets while adapting to cultural nu- ances and regulatory environments. Unilever has addressed this tension through its "Connected 4 Growth" model, which combines global brand strategies with empowered local
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