Evolving for times of Crises

Covid-19 has knocked the wind out of the global machine that humanity lives in. It has shattered our illusions of stability, our belief in global capitalism (about time), our hopes of certain growth forever.

It is not just a pandemic. It is a huge question mark that stands tall in front of humanity. What’s the meaning of life? What matters? and most importantly, what should we do?

The global machine – capitalism, globalism – runs on the grease of specialism: that I be a specialist brand strategist, that someone else be a specialist health worker and so on. In times of crisis though, this very grease is becoming the gunk that’s contributing to the machine falling apart.

Crises are times when an overwhelming force requires to be countered by overwhelming efforts from the part of united humanity.

Against divisiveness, towards unity

So firstly, we can’t counter these overwhelming forces effectively if we can’t ‘unite’ effectively. A machine that runs on the principles of divisive exploitation is bound to falter and possibly disintegrate in such a situation. Global Capitalism is based on constant replacement of labour with cheaper labour. It is based on inability of people moving as quick as the money does. It is based on exploitation profit principle which perpetuates and amplifies inequality. It is based on divisive politics that pits one community against another.

Under such conditions, humanity can’t unite. The exploited class will remain suspicious of the ruling class. Toilet roll brawls, disbelief fueled corona-parties happen, religious gatherings happen, demonisation of minority happens… the global capitalism had sown the seed of dissent in its very DNA. So there goes unity.

The anti-dote to global capitalism too is seeded in it’s DNA – platform economy. Facebook, amazon etc have shown what platforms can do. Unfortunately, these platforms are right now running with capital mindset of greedy fucktards. But the truth is – platform economy’s logical endpoint is a new form of socialism. A new kind of economy where most essential things can and should be free for most. I have written more about it here. We must work towards this possibility if humanity is to survive and thrive.

Against specialism, towards adaptability

Secondly, the issue of specialism. Specialism is great for maximizing efficiencies, scaling, reducing cost etc. It’s a must for scaling effectively. As such, its a must for global capitalism. But it’s also making us vulnerable to destabilizing catastrophes.

Like Swiss, South Korean and Israeli citizen, who are trained to take up arms in times of emergency (which meant war for them), global humanity must also have a strategy to build capabilities in every global citizen and communities to respond to health crises/ biological warfare/ riots/ wars/ famines etc.

Govt/ corporates/ power centers essentially must build capabilities among their citizen to adapt to emerging situations if the power that be want to maintain their power structures (stability and status quo).


In a complex and Dynamic system such as the global humanity, we can’t rely and wait for institutions to strategise and respond. Global communities must be empowered to unify, take informed decisions and respond quickly. For a health emergency a substantial proportion of people should be trained to respond with nurse/ care/ logistics skills. For wars, an overlapping set of people in substantial numbers should be trained to organise, mobilise, evacuate, arm and respond if necessary. For natural disasaters, similarly another overlapping set of people should be capable of rapidly transforming into first responders, medics, cooks, truck drivers etc.

The essential principle to survive and thrive in the new globalised world is to,

  1. Build Platforms as Commons
  2. Build Capabilities among citizenry to respond rapidly for emergencies

Sponges and Rocks

Sponges absorb. Rocks don’t.

Increasingly I feel that the advertising agencies are populated with rocks while all the smart sponges who absorb knowledge, references, culture are going to start-ups, consultancies and so on – the new capital makers.

I see fairly young creative teams who churn out the same old ‘manifestos’ characterised by 2000’s era semantic bullshit. I see senior leadership struggling to grapple with fundamentals of digital age consumer journeys. I see copy writers who don’t know age-defining shows and cultural references. They still don’t know Flume, Gesaffelstein or the Casteless Collective. They don’t know mainstream nor the niches. They haven’t seen Kurosawa, Truffaut nor Pa Ranjith or Nagraj Manjule. They have not read film scripts, nor tried to write one. Basquiat & Grayson Perry are aliens to them. So is the work of Sagmeister & Walsh. They have not read Amitav Ghosh, Vonnnegut, Philip K Dick or even the contemporary thought leaders like Harari or Gladwell.

What to do with these rocks? You make available books, interesting chats, video links to them, which duly fall sideways as they remain busy wallowing in their mediocre existence bereft of the beauty that the world offers all the time.

It feels as if we live in different eras & cultures and we are accelerating away at light speed. I am a voracious reader, curious about new ideas and content. and the only people who share that curiosity are outside advertising – artists, film makers, new age capitalists. You step into an Advertising office and increasingly it feels like stepping into retrograde timezones. The flotsam industry flowing downstream helplessly and without knowing it is going downstream.