The truly digitally transformed organization will employ one key, human-driven component – the wisdom worker. So, who is this wisdom worker, the content practitioner of the next ten years? And, how we do we become a content practitioner that brings meaning to the machine?
During the annual Intelligent Content Conference, Robert Rose, Chief Strategy Adviser, Content Marketing Institute, and Co-Author of Experiences: The 7th Era of Marketing, took us by the hand to explain us the concept of the so-called ‘wisdom worker’.
"A new class of worker is beginning to emerge and supersede the knowledge worker. This group is distinguished not only by their ability to think with reason, but also with creativity, intuition, and emotional intelligence. In short, they possess … wisdom, in a word, as the most esteemed human quality."
Digital technology seems to be the industry’s buzzword. According to Robert Rose, a marketer’s future does not lie in managing copy, but to reinvent NEW customer experiences instead, and technology will save the day here. However, a shocking 45% of marketers feel like they don’t have the right technology tools to manage content, leaving them to feel unconfident in investing in customers that matter.
Unfortunately, this is the current state of content & marketing - thoughtful strategy has given way to execution, creative insight has given way to failing fast, and innovation has given way to acceptable inefficiency.
The rise of the wisdom of stories and emotional data - Algorithms, automation, and AI, oh my!
Can you invent remarkable experiences while adding your brand into it? And if you invent more meaningful questions, can you then create more emotional data? Robert Rose stresses that content is an invented experience and that technology can enable and scale emotional intelligence.
If marketers were classified as ‘knowledge workers’ from 1957-2017, then the wisdom worker starts from 2017 onwards.
To read more on this topic, The Age of the Wisdom Worker Is (Still) Just Ahead.