It's the Workspace, Stupid.

One of the reflexes this crises had, was to assume a new vision about the way we face professions. If there is one thing this crisis made clear is that rare are the jobs and companies that last forever; as well as entrepreneurs and consecrated businesspeople should consider properly about the Value Proposition the company presents to the market, to which market and for how long will that proposition be valid, for that market.

Today’s Economy, demands to its entrepreneurs to be more customer centric than ever. For them to start being so, not only to keep costumers loyalty and to be more competitive than their direct competition, but precisely before opening and segment it. A business that does not create an added value and does not answer to a latent and undeniable need of the market, risks being just a trend. And, when it becomes old-fashioned, as often happens, it is the crisis that has broad back.

It is in this enclave surrounded by old habit professionals, stuck to expressions such as “stability” and “granted money at the end of the month”, that new generations come and grow vigorously, named as Millennials or Generation Y. Generations who have a vision and posture totally renewed, who values the balance between personal and professional life and appreciates working in comfortable spaces, in a flexible model, having the liberty to choose several places to develop their activity: morning at the office, lunch hour at the terrace, and in the afternoon, if they wish, at a Coworking space in a cool area of the city, where they can network and share business ideas with other professionals.

For Millennials, to have a “Good Job”, in addition to the aspects above mentioned, is also to work for companies where they can relax in a Lounge area and play a game of table soccer with their colleagues, instead of spending long hours in offices without daylight in companies where the  “Doctor Sir”, and “Engineer Sir” formalism prevails. Never before the workspace has been so valued by modern economy professionals,  being even consensual to big multinational companies that the new works spaces represent an investment and not a cost. The paradigm is changing. Fortunately.

Carlos Gonçalves

CEO do Avila Business Centers /Avila Coworking e co-autor do livro “Out of the Office”.