In today's political correctness, embracing human diversity is greatly favored. With the principle of equality and tolerance, we have to approach everyone without discrimination of religion, language, race, or preference. As individuals, we emphasize our own differences and freedoms, try to differentiate and expect acceptance from the society. It is obvious that diversity in the business world brings with it the benefits of creativity, productivity and a division of labor that fits individual qualifications.
On the other hand, the history of dividing people into certain types and categories according to some of their qualities can be traced way back, and this shows that diversity must have always raised some questions. Horoscope, for example, has been a part of human culture for thousands of years. It is the art of predicting each individual’s characteristics and future experiences according to the determination of cosmic balances in their birth date. There are many who think that Virgos are meticulous, Arieses are leaders,Geminis are creative, and Sagittariuses are free souls.
The effort to make the obscure legible, to cluster diversity into controllable groups, and to anticipate the unpredictable enables more sophisticated techniques and technologies to evolve every day. Old-school marketing techniques divide diversity and plurality into legible profiles in order to predict the possible consumption preferences of the target audience. New marketing techniques based on algorithms, on the other hand, determine our next step based on the route we have taken in the digital world. While doing this, they create highly representative avatars in an enormous cloud called “big data”.
Companies and products are now presented as individual subjects: They prefer to appear to their customers as living characters and vivid experiences. As we are waiting for the full moon these days, it is worth trying as an introductory exercise: If your institution were a person, what sign would it be?
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