The Next Next Common Sense
its own V2MOM aligned with the broader direction. The ritual creates a shared rhythm and language that transcends functional and geographical boundaries. 4. Narrative Cultivation Stories are patterns made meaningful. By cultivating organizational narratives—stories about who we are, what we value, and where we’re headed—leaders create coherence that guides action without constraining it. Patagonia excels at narrative cultivation. The company continually tells stories about its environmental activism, product design decisions, and customer experiences that reinforce its identity as a purpose-driven business. These stories create a coherent thread connecting disparate ac- tivities, from litigation against the federal government to innovations in recycled materials. 5. Feedback Amplification Complex systems evolve through feed- back. By amplifying certain feedback signals while dampening others, organizations can guide this evolution toward coherence without impos- ing rigid control. Netflix’s culture of “radical candor” illustrates this principle. The com- pany amplifies feedback about decisions and behaviors that exemplify its values, creating a self-reinforcing dynamic that strengthens cultural coherence over time. This isn’t mechanical control; it’s more like farm- ing—creating conditions for certain patterns to flourish while others fade. Together, these design principles create what I call a “coherence ar- chitecture”—a set of structures, processes, and practices that foster align- ment without rigidity. This architecture doesn’t eliminate complexity; it creates navigable patterns within it. TOWARD DYNAMIC COHERENCE As we look to the future, coherence will become even more critical for organizational performance. The complexity of our business environ- ment continues to accelerate, with artificial intelligence, climate change, demographic shifts, and geopolitical tensions creating unprecedented
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