IBM is going hybrid, what does hybridity mean for your business and work life?
IBM has been running a serious ad campaign stating the "world is going hybrid." (My fellow NYTimes subscribers have been bombarded with these).
And, why might they being doing this? Because being at the forefront of hybrid work and business is a competitive advantage. They're using this moment in time to leverage their business tools and AI solutions in a new way, marketing the value of hybridity as the answer.
IBM even created a commercial that gives examples of labradoodles and skorts to frame our hybrid world before pitching their hybrid cloud solution (which, I admit, I don't really understand. And, if you read the YouTube comments on this video, a lot of other people don't either).
However, as a researcher, I'm Fascinated with a capital "F" by this campaign and their use of language. Every time they use the word hybrid, it's like being in a research candy store. I love these nuggets. They place the word hybrid alongside everything.
Here's a snapshot of what IBM's saying...(see full campaign here):
So, what does this mean, and why am I sharing this?
If you run a business, how are you reconsidering hybridity as part of your value prop? How is it influencing and changing not just your work processes and workplaces, but your products, outcomes, and management and leadership styles? (HBS had an article about managing hybrid teams).
As a professional navigating this new work world, what do you wish employers and businesses were doing differently to support you in this adaptation period? How is hybridity shifting the way you work, your overall role and responsibilities, and the way you think about your profession?
Hmmm, so much to think about.
Let me know what thoughts are coming to your mind, and your opinions on what IBM is doing.
Do you think IBM’s campaign is smart or stupid?
How would you use the word hybrid in your marketing?
Is the word hybrid making things more confusing for consumers?
Is hybrid a term we need to use more because it’s a more accurate way of describing the new reality?