The Leader Magazine

SEP 2017

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international company; while they want to allow each of their offi ces to feel customized to its specifi c location and team dynamics, they also want to shape a sense of cohesion and brand vision across spaces – a challenge also regularly faced by coworking operators with multiple locations. Since the coworking industry has become fairly expert at building community across scales in the past 15 years, we believe Unity could look to the movement's thought leadership for actionable inspiration. As individual organizations and the CRE profession at large recognize more and more that no one person, operator, or other decision-maker has all the answers, we are collectively becoming more participatory in how we develop and operate real estate. Overall, as the close of 2017 approaches, the future of CRE strategies appears to be growing more "co" with each passing season. Specifi cally, since every business needs fl exible space, it's our prediction that all companies will be employing coworking in some way within the next 10 to 20 years, for one application or another. More broadly, as traditional corporations strive to better engage their employees in workplace decision-making, as the offi ce becomes more democratized, and as companies grow more comfortable with mixing up their real estate assets, we'll see the boundaries between corporate and coworking becoming only more fl uid. What exactly is disruptive innovation? Named by its foremost authority, Harvard Business School Professor Clayton Christensen, disruptive innovation "describes the process by which a product or service takes root initially in simple applications at the bottom of a market and then relentlessly moves up market, eventually displacing established competi- tors." In the case of the CRE strategies discussed here, forces currently being exerted by technology, economy, business, and psychology have coalesced and become the perfect primer for disruptive innovation to manifest in phenomena like coworking, enterprise social networks, and fail-fast processes. The result is a reshuffl ing and reconceptualization of the entire corporate real estate profession and how it delivers offi ce space products to customers. Managing Director and Workplace Anthropologist Claire Rowell studies behaviors, interactions, and human patterns in PLASTARC clients' spaces and organizations. Sociospatial Analyst Jonah Bleckner applies his interest in spatial design and policy, along with observational and analytical skills, to the study of the workplace as a social environment.

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