{"id":103400,"date":"2023-02-17T18:30:09","date_gmt":"2023-02-17T18:30:09","guid":{"rendered":"https:\/\/metropolismag.com\/?post_type=metro_viewpoint&#038;p=103400"},"modified":"2023-02-23T15:44:22","modified_gmt":"2023-02-23T15:44:22","slug":"thinklab-5-shifts-to-make-in-2023-to-future-proof-your-design-business","status":"publish","type":"metro_viewpoint","link":"https:\/\/metropolismag.com\/viewpoints\/thinklab-5-shifts-to-make-in-2023-to-future-proof-your-design-business\/","title":{"rendered":"5 Shifts to Make in 2023 to Future-Proof Your Business"},"content":{"rendered":"\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-sandow-article-header article-header\">\n<div class=\"wp-block-group article-header_intro none\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\"><p class=\"article-date\" aria-label=\"Post Date\">February 17, 2023<\/p>\n\n\n<h1 class=\"size-large wp-block-heading\">5 Shifts to Make in 2023 to Future-Proof Your Business<\/h1>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column article-header_meta is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<p class=\"summary size-regular\">ThinkLab shares the key adjustments that will keep your organization competitive in the interiors industry this year.<\/p>\n\n\n\n<p class=\"wp-block-sandow-byline byline size-regular\"><span>By: <\/span><a href=\"\/tag\/amanda-schneider\">Amanda Schneider<\/a><\/p>\n\n\n<ul class=\"social-share\"><li><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fmetropolismag.com%2Fviewpoints%2Fthinklab-5-shifts-to-make-in-2023-to-future-proof-your-design-business%2F\" target=\"_blank\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"24\" viewBox=\"0 0 24 24\"><path d=\"M9 8h-3v4h3v12h5v-12h3.642l.358-4h-4v-1.667c0-.955.192-1.333 1.115-1.333h2.885v-5h-3.808c-3.596 0-5.192 1.583-5.192 4.615v3.385z\" \/><\/svg><\/a><\/li><li><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https%3A%2F%2Fmetropolismag.com%2Fviewpoints%2Fthinklab-5-shifts-to-make-in-2023-to-future-proof-your-design-business%2F\" target=\"_blank\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"24\" viewBox=\"0 0 24 24\"><path d=\"M4.98 3.5c0 1.381-1.11 2.5-2.48 2.5s-2.48-1.119-2.48-2.5c0-1.38 1.11-2.5 2.48-2.5s2.48 1.12 2.48 2.5zm.02 4.5h-5v16h5v-16zm7.982 0h-4.968v16h4.969v-8.399c0-4.67 6.029-5.052 6.029 0v8.399h4.988v-10.131c0-7.88-8.922-7.593-11.018-3.714v-2.155z\" \/><\/svg><\/a><\/li><li><a href=\"http:\/\/pinterest.com\/pin\/create\/button\/?url=https%3A%2F%2Fmetropolismag.com%2Fviewpoints%2Fthinklab-5-shifts-to-make-in-2023-to-future-proof-your-design-business%2F&#038;description=5+Shifts+to+Make+in+2023+to+Future-Proof+Your+Business\" target=\"_blank\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"24\" viewBox=\"0 0 24 24\"> <path d=\"M12 0c-6.627 0-12 5.372-12 12 0 5.084 3.163 9.426 7.627 11.174-.105-.949-.2-2.405.042-3.441.218-.937 1.407-5.965 1.407-5.965s-.359-.719-.359-1.782c0-1.668.967-2.914 2.171-2.914 1.023 0 1.518.769 1.518 1.69 0 1.029-.655 2.568-.994 3.995-.283 1.194.599 2.169 1.777 2.169 2.133 0 3.772-2.249 3.772-5.495 0-2.873-2.064-4.882-5.012-4.882-3.414 0-5.418 2.561-5.418 5.207 0 1.031.397 2.138.893 2.738.098.119.112.224.083.345l-.333 1.36c-.053.22-.174.267-.402.161-1.499-.698-2.436-2.889-2.436-4.649 0-3.785 2.75-7.262 7.929-7.262 4.163 0 7.398 2.967 7.398 6.931 0 4.136-2.607 7.464-6.227 7.464-1.216 0-2.359-.631-2.75-1.378l-.748 2.853c-.271 1.043-1.002 2.35-1.492 3.146 1.124.347 2.317.535 3.554.535 6.627 0 12-5.373 12-12 0-6.628-5.373-12-12-12z\" fill-rule=\"evenodd\" clip-rule=\"evenodd\" \/><\/svg><\/a><\/li><li><a href=\"mailto:?body=https%3A%2F%2Fmetropolismag.com%2Fviewpoints%2Fthinklab-5-shifts-to-make-in-2023-to-future-proof-your-design-business%2F&#038;subject=5+Shifts+to+Make+in+2023+to+Future-Proof+Your+Business\" target=\"_blank\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"24\" viewBox=\"0 0 24 24\"><path d=\"M12 12.713l-11.985-9.713h23.97l-11.985 9.713zm0 2.574l-12-9.725v15.438h24v-15.438l-12 9.725z\"\/><\/svg><\/a><\/li><\/ul><\/div>\n\n\n\n<div class=\"wp-block-column empty-header-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group none\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"size-regular\">ThinkLab kicks off each new year by looking at the 10 biggest shifts affecting the future of the contract interiors industry. Whether you are a design firm, manufacturer, or distributor, this annual exploration summarizes where we\u2019re headed, and how we can prepare our organizations to stay competitive.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"size-regular\">Here, we share the five shifts you should already be focused on to ensure your business doesn\u2019t fall behind. In part two, we\u2019ll cover five shifts you can focus on to get (or stay) ahead.&nbsp;<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>1. A Shift from Communication to Connection<\/strong>&nbsp;<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\" style=\"object-fit:cover;object-position:50% 50%\"><img loading=\"lazy\" decoding=\"async\" width=\"1201\" height=\"628\" src=\"https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_1.jpg\" alt=\"A work status predictions graph from ThinkLab\" class=\"wp-image-103402\" srcset=\"https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_1.jpg 1201w, https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_1-300x157.jpg 300w, https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_1-1024x535.jpg 1024w, https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_1-768x402.jpg 768w\" sizes=\"(max-width: 1201px) 100vw, 1201px\" \/><\/figure>\n\n\n\n<p class=\"size-regular\">Ironically, the interiors industry is struggling with the very challenges we are advising our clients on today. We are in our own awkward adolescence, undergoing a crucial transition. This means reframing our own workflows from in-person connection, mentorship by observation, and analog ways of doing business into connected cultures, with workflows optimized for true connection across multiple fronts (in-office, hybrid, and remote). As with the rest of the world, ThinkLab industry-specific data shows that individual workers still prefer for hybrid work, while companies have a prefer more time spent in the office. &nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><em>Here\u2019s the bottom line:<\/em><\/strong><em> <\/em><\/h3>\n\n\n\n<p class=\"size-regular\"><em>Communication is something that\u2019s done transactionally, while connection is felt. Connecting takes a lot more intentionality if it\u2019s done digitally. We need to be careful that we don\u2019t choose convenience over connection.&nbsp;<\/em>&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><em>One action you can take today<\/em><\/strong><\/h3>\n\n\n\n<p class=\"size-regular\"><em>Learn how others within the design ecosystem are navigating their client\u2019s new normal in <\/em><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/bonus-do-something-different-surprising-advice-from\/id1534887549?i=1000581785784\" target=\"_blank\" rel=\"noreferrer noopener\"><em>this podcast<\/em><\/a><em>.&nbsp; <\/em>&nbsp;<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>2. A Shift from Talent Acquisition to Talent Transformation<\/strong>&nbsp;<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\" style=\"object-fit:cover;object-position:50% 50%\"><img loading=\"lazy\" decoding=\"async\" width=\"1201\" height=\"628\" src=\"https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_2.jpg\" alt=\"a graphic from ThinkLab with colorful speech bubbles\" class=\"wp-image-103403\" srcset=\"https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_2.jpg 1201w, https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_2-300x157.jpg 300w, https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_2-1024x535.jpg 1024w, https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_2-768x402.jpg 768w\" sizes=\"(max-width: 1201px) 100vw, 1201px\" \/><\/figure>\n\n\n\n<p class=\"size-regular\">Our industry is finding new ways to retain existing talent, embracing DE&amp;I initiatives to attract new talent, and rebuilding teams post \u201cthe Great Resignation\u201d\u2014especially as the skill sets needed for success in some sectors of our industry are evolving. From 2019\u20132021, the top 100 <em>Interior Design<\/em> Giants of Design reduced their staff by 48 percent, and now they are trying to rebuild in one of the most competitive job markets we\u2019ve ever seen.&nbsp;<\/p>\n\n\n\n<p class=\"size-regular\">As the industry evolves, many manufacturers and distributors are in need of new types of industry talent, and the onboarding process is often long and unsuccessful. Recruiting the right people and retaining our star players has arguably never been more important.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><em>Here\u2019s the bottom line<\/em><\/strong><em>:<\/em><\/h3>\n\n\n\n<p class=\"size-regular\"><em>The 2020\u20132021 period has been called the Great Reevaluation. If you\u2019re not helping your best asset\u2014your people\u2014up their game, you\u2019re missing the boat (or missing people in your boat).<\/em><strong>&nbsp;<\/strong>&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><em>One action you can take today<\/em><\/strong><em>:<\/em><\/h3>\n\n\n\n<p class=\"size-regular\">Check out the industry\u2019s first-ever <a href=\"https:\/\/insights.thinklab.design\/tag\/the-learning-objective\" target=\"_blank\" rel=\"noreferrer noopener\">CEU podcast<\/a>, especially our episode on <a href=\"https:\/\/insights.thinklab.design\/ceu-podcast-designing-for-equity-and-belonging\" target=\"_blank\" rel=\"noreferrer noopener\">how to design for equity and belonging<\/a>. Or, if you\u2019re not a designer, check out <a href=\"https:\/\/sandowdesigngroup.teachable.com\/courses\/author\/1432890\" target=\"_blank\" rel=\"noreferrer noopener\">ThinkLab courses designed for the product side of our industry.<\/a>&nbsp;<\/p>\n\n\n\n<p class=\"size-regular\"><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>3. A Shift from \u201cJust Sustainability\u201d to Social Consciousness<\/strong>&nbsp;<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\" style=\"object-fit:cover;object-position:50% 50%\"><img loading=\"lazy\" decoding=\"async\" width=\"1201\" height=\"628\" src=\"https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_3.jpg\" alt=\"a graphic from ThinkLab\" class=\"wp-image-103404\" srcset=\"https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_3.jpg 1201w, https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_3-300x157.jpg 300w, https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_3-1024x535.jpg 1024w, https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_3-768x402.jpg 768w\" sizes=\"(max-width: 1201px) 100vw, 1201px\" \/><\/figure>\n\n\n\n<p class=\"size-regular\">As <a href=\"https:\/\/metropolismag.com\/viewpoints\/interior-designers-climate-carbon\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Metropolis<\/em> reported<\/a> in 2020, the interior design industry will have influence over\u202f\u200bone-tenth of the world\u2019s carbon emissions by 2050. Further, the average designer has 26 times the specification power as the average American consumer has buying power\u2014and that number can be as much as 111 times more when you get into the <em>Interior Design<\/em> Giants of Design. \u200bSimply put, our decisions matter. And <a href=\"https:\/\/www.agilitypr.com\/pr-news\/public-relations\/how-gen-z-is-influencing-all-generations-to-make-sustainability-first-purchase-decisions\/\" target=\"_blank\" rel=\"noreferrer noopener\">research shows<\/a> Gen Z is influencing all generations to make sustainability-first decisions, even if cost is not equal.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"size-regular\">But today, \u201csustainability\u201d goes beyond just recycled or recyclable product. According to recent <a href=\"https:\/\/nielseniq.com\/global\/en\/insights\/education\/2022\/socially-conscious-shoppers-expect-new-levels-of-transparency-from-brands\/\" target=\"_blank\" rel=\"noreferrer noopener\">NielsenIQ<\/a> insights, the socially conscious shoppers of 2022 want to \u201cchoose products and support brands that are good for them, good for their neighbors, and good for the planet.\u201d This social activism must<em> <\/em>be true to the brand\u2014not a marketing ploy.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><em>Here\u2019s the bottom line:<\/em><\/strong><\/h3>\n\n\n\n<p class=\"size-regular\"><em>The sustainability conversation today is much broader than before. Today, your brand is either authentically practicing what it preaches, or it\u2019s seen as detracting from the cause. <\/em>&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><em>One action you can take today:<\/em><\/strong><\/h3>\n\n\n\n<p class=\"size-regular\">Check out <a href=\"https:\/\/insights.thinklab.design\/dna-podcast-how-to-amplify-your-impact-demystifying-sustainability\" target=\"_blank\" rel=\"noreferrer noopener\">this podcast<\/a> that explores how our industry can make better decisions when it comes to the environment.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>4. A Shift from Chaos to Controlled<\/strong>&nbsp;<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\" style=\"object-fit:cover;object-position:50% 50%\"><img loading=\"lazy\" decoding=\"async\" width=\"1201\" height=\"628\" src=\"https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_4a.jpg\" alt=\"a graphic of a person speaking produced by ThinkLab\" class=\"wp-image-103405\" srcset=\"https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_4a.jpg 1201w, https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_4a-300x157.jpg 300w, https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_4a-1024x535.jpg 1024w, https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_4a-768x402.jpg 768w\" sizes=\"(max-width: 1201px) 100vw, 1201px\" \/><\/figure>\n\n\n\n<p class=\"size-regular\">What does ThinkLab hear as the top issue on business leaders\u2019 minds today? Supply chain woes. <a href=\"https:\/\/businessofhome.com\/articles\/looking-back-on-high-point-market\" target=\"_blank\" rel=\"noreferrer noopener\">This notable <em>Business of Homes <\/em>podcast episode<\/a> shares how that is becoming a fading concern in 2023, at least on the residential side. However, as of the end of 2022, ThinkLab research shows that it is still topping the list for commercial clients, designers, and distributors.&nbsp;&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\" style=\"object-fit:cover;object-position:50% 50%\"><img loading=\"lazy\" decoding=\"async\" width=\"1201\" height=\"628\" src=\"https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_4b.jpg\" alt=\"a graph from Think Lab\" class=\"wp-image-103406\" srcset=\"https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_4b.jpg 1201w, https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_4b-300x157.jpg 300w, https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_4b-1024x535.jpg 1024w, https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_4b-768x402.jpg 768w\" sizes=\"(max-width: 1201px) 100vw, 1201px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><em>Here\u2019s the bottom line:<\/em><\/strong><\/h3>\n\n\n\n<p class=\"size-regular\"><em>Residual supply-chain challenges are pushing leading organizations to shift their perspective to what\u2019s in their control. From adopting new technologies to localizing their supply chains, tomorrow\u2019s leaders are leaving less to chance and are managing their clients\u2019 expectations with more transparency than ever.<\/em>&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><em>One action you can take today:<\/em><\/strong><\/h3>\n\n\n\n<p class=\"size-regular\">Check out <a href=\"https:\/\/insights.thinklab.design\/mpowered-podcast-how-can-i-explain-global-supply-chain-disruptions\" target=\"_blank\" rel=\"noreferrer noopener\">this <em>Mpowered<\/em> podcast episode,<\/a> where ThinkLab answers a listener-submitted question about how to explain to their clients why these issues are still happening.&nbsp;<br>&nbsp;<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>5. A Shift from \u201cSelling To\u201d to &#8220;Buying With\u201d<\/strong>&nbsp;<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\" style=\"object-fit:cover;object-position:50% 50%\"><img loading=\"lazy\" decoding=\"async\" width=\"1201\" height=\"628\" src=\"https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_5.jpg\" alt=\"a graph from ThinkLab\" class=\"wp-image-103407\" srcset=\"https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_5.jpg 1201w, https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_5-300x157.jpg 300w, https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_5-1024x535.jpg 1024w, https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_5-768x402.jpg 768w\" sizes=\"(max-width: 1201px) 100vw, 1201px\" \/><\/figure>\n\n\n\n<p class=\"size-regular\">According to broad <a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/the-future-of-b2b-sales-is-hybrid\" target=\"_blank\" rel=\"noreferrer noopener\">McKinsey research<\/a>, more than 90 percent of B2B\u202fcompanies feel their current sales model is more effective than it was pre-pandemic. In contrast, a ThinkLab survey of in-industry leaders found that only 56 percent of companies surveyed feel their model today is more successful. This means that most companies (and reps) are still struggling to navigate changes accelerated by the past couple of years.&nbsp;<\/p>\n\n\n\n<p class=\"size-regular\"><br>McKinsey research suggests that these changes are here to stay and recommend companies follow a best practice called \u201cthe rule of thirds.\u201d This means the ideal client journey is now:&nbsp;&nbsp;<\/p>\n\n\n\n<ul>\n<li>1\/3 face-to-face&nbsp;<\/li>\n\n\n\n<li>1\/3 digital and synchronous (Zoom, phone, etc.)&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>1\/3 asynchronous self-serve&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"size-regular\">Ironically, ThinkLab data suggests that, in our industry, the average rep has gone from spending 80 percent of their time face-to-face before the pandemic to less than half of their time today. This puts ThinkLab in-industry data squarely in line with McKinsey data. We\u2019ve found that roughly 30 percent to 35 percent (or one-third) of the average rep\u2019s time is now face-to-face. &nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><em>The bottom line:<\/em><\/strong><\/h3>\n\n\n\n<p class=\"size-regular\"><em>If you haven\u2019t mastered the basics in this increasingly phygital (physical + digital) world, you\u2019re already playing from behind. Leading brands are proactively piloting technologies to simplify the buyer\u2019s journey and leading with empathy to help their human capital evolve for a new era.<\/em>&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><em>One action you can take today:<\/em><\/strong><\/h3>\n\n\n\n<p class=\"size-regular\"><em>Check out <\/em><a href=\"https:\/\/insights.thinklab.design\/dna-podcast-how-to-build-trust-with-b2b-clients-in-todays-digitally-transparent-era\" target=\"_blank\" rel=\"noreferrer noopener\"><em>this podcast<\/em><\/a><em>, where we interview one of the researchers behind that great McKinsey research and translate it to what this means for our beloved industry.<\/em>&nbsp;<\/p>\n\n\n\n<p class=\"size-regular\">&nbsp;<br>Next week, in part two, we\u2019ll explore five shifts you want to tackle to get ahead.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\" style=\"object-fit:cover;object-position:50% 50%\"><img loading=\"lazy\" decoding=\"async\" width=\"1201\" height=\"314\" src=\"https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_Closing.jpg\" alt=\"a graphic from ThinkLab\" class=\"wp-image-103408\" srcset=\"https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_Closing.jpg 1201w, https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_Closing-300x78.jpg 300w, https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_Closing-1024x268.jpg 1024w, https:\/\/metropolismag.com\/wp-content\/uploads\/2023\/02\/TL23_Editorial_Image_Closing-768x201.jpg 768w\" sizes=\"(max-width: 1201px) 100vw, 1201px\" \/><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"size-regular\"><em>Amanda Schneider is president of ThinkLab, the research division of SANDOW. Join in to explore what\u2019s next at thinklab.design\/join-in.<\/em>&nbsp;<\/p>\n\n\n\n<p class=\"comment size-regular\">Would you like to comment on this article? Send your thoughts to: <a href=\"mailto:comments@metropolismag.com\">comments@metropolismag.com<\/a><\/p>\n\n\n<ul class=\"tag-cloud\"><li><a href=\"https:\/\/metropolismag.com\/domains\/manufacturing\/\" target=\"_blank\" rel=\"nofollow noreferrer\">Manufacturing<\/a><\/li><li><a href=\"https:\/\/metropolismag.com\/domains\/research\/\" target=\"_blank\" rel=\"nofollow noreferrer\">Research<\/a><\/li><\/ul>\n\n<ul class=\"tag-cloud\"><li><a href=\"https:\/\/metropolismag.com\/tag\/amanda-schneider\/\" target=\"_blank\" rel=\"nofollow noreferrer\">Amanda Schneider<\/a><\/li><li><a href=\"https:\/\/metropolismag.com\/tag\/thinklab\/\" target=\"_blank\" rel=\"nofollow noreferrer\">ThinkLab<\/a><\/li><\/ul><\/div><\/div>\n\n\n<div class=\"post-cards__wrapper is-condensed-default columns-3 single-row\" data-type=\"metro_viewpoint metro_profile metro_project metro_product\" data-amount=\"3\" ><h3 class=\"section-title\">Latest<\/h3><ul><li class=\"card__metro_product\"><div 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href=\"https:\/\/metropolismag.com\/products\/autodesks-forma-gets-you-ahead-of-the-curve-on-carbon\/\"><h4>\u00a0Autodesk\u2019s Forma Gets You Ahead of the Curve on Carbon<\/h4><\/a><p class=\"excerpt\">Autodesk Forma leverages machine learning for early-phase embodied carbon analysis.<\/p><\/div><\/li><li class=\"card__metro_product\"><div class=\"post-cards__image\"><a class=\"post-cards__link\" href=\"https:\/\/metropolismag.com\/products\/eight-building-products-to-push-the-envelope\/\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"452\" src=\"https:\/\/metropolismag.com\/wp-content\/uploads\/2024\/10\/ME_24_03_NEW_00342-HUMBER-COLLEGE-IMAGE15-1024x452.jpg\" class=\"attachment-large size-large\" alt=\"\" style=\"object-position: 50% 50%;\" srcset=\"https:\/\/metropolismag.com\/wp-content\/uploads\/2024\/10\/ME_24_03_NEW_00342-HUMBER-COLLEGE-IMAGE15-1024x452.jpg 1024w, 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