Paradoxically, this will not make the transition any easier for business people. For many, it will prove gruelling, if not impossible. Markets Revolution 1 will be driven by competition, largely through markets. For the foreseeable future, business will operate in markets which are more open to competition, both domestic and international, than at any other time in living memory. The resulting economic earthquakes will transform our world.
Entire buildings can disappear into the resulting quicksands.
In the emerging world order, entire markets will also go thixotropic, swallowing entire companies, even industries. Learning to spot the market conditions and factors which can trigger this process will be a key to future business survival, let alone success. In this extraordinary environment, growing numbers of companies are already finding themselves challenged by customers and the financial markets about aspects of their triple bottom line commitments and performance. And, although we will undoubtedly see continuing cycles based on wider economic, social and political trends, this pressure can only grow over the long term. As a result, business will shift to a new approach, using triple bottom line thinking and accounting to build the business case for action and investment.