The Next Next Common Sense
were explicitly designed to complement digital collaboration. Conference rooms were equipped with technology that gave remote participants equal presence, while physical spaces were optimized for activities that benefit from co-location. This integrated design creates coherence between phys- ical and digital work experiences. Contexts have become more personalized. Workers increasingly curate their own work environments, from home office setups to digital tools and workflows. Organizations like GitLab succeed not by standard- izing these contexts but by providing frameworks that allow for personal- ization while maintaining alignment with shared goals and values. This personalization requires new approaches to coordination. Software company InVision created a "digital campus" that provides con- sistent team structures and workflows while allowing individuals to cus- tomize their tools and environments. Team members document their per- sonal work preferences in shared profiles, creating transparency around how to effectively collaborate with each person. This balance creates co- herence through mutual understanding rather than standardization. Contexts continuously evolve. Static organizational structures have given way to dynamic networks that reconfigure based on project needs. Google organizes around mission-based teams that form, complete ob- jectives, and disband, creating contexts that adapt to changing priorities while maintaining coherence through shared principles. This evolution requires flexible but consistent frameworks. Management consulting firm BCG implemented its "Adaptive Operating Model" approach, which provides stable principles for team formation, decision rights, and coordination mechanisms while allowing specific configurations to shift based on project requirements. This approach cre- ates coherence through consistent methods rather than fixed structures. Implementation Challenges for Step 3 Creating effective contexts presents several implementation chal- lenges that organizations must navigate:
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