Interview
'It may be less efficient in 2021. Give room for new ideas '
We asked Managing Partner Ronald van Rijn and Manager of Business Operations Iemke Imhof about the temporary and permanent changes caused by the corona pandemic.
How are you doing personally and professionally?
"It's a special time because we have to be resilient as people and as a company. Our customers are generally doing pretty well. They are now taking the time to get ready for the period ahead. The number of bankruptcies has never been so low. This is, of course, due to government support. It is still before the storm though, the future is uncertain," Iemke explains.
"I also worry about the impact of corona, the seriously ill and those who have died. We experience the grief up close," she adds.
Ronald explains, "I am a positive person by nature. That curfew and the other measures will be around for a while. Maybe until all the elderly and vulnerable people are vaccinated. You can also count your blessings in these times. We have to learn to live with these times.
In the Netherlands, much is well regulated. Mobility is changing and the degree of flexibility determines the success of your business. These are permanent changes."
Ronald continues: "Virologists are warning of multiple pandemics in the next decade. We must learn to deal with them. As an employer, we look closely at the well-being of our people. Health is more important than productivity. We love to work. JBR works with multifunctional teams. They meet regularly and share their knowledge. Creativity arises from sparring together."
"Our people come to the office for the creativity and fun with colleagues. I do miss the hustle and bustle of the office. Concentrated work and online meetings that are fine from home. That has become commonplace. In general, you could say that the work/life balance has improved. By traveling less and working more from home. It is important to be alert, however, that there is no brake to continue working and to relax and exercise properly," says Iemke.
Does nostalgia for "the old days" clash with innovation?
Ronald says: "I like to make the comparison with post-war reconstruction. It was a time of austerity and rolling up your sleeves and getting to work. It was a special time, according to our parents. With government support, the country was being rebuilt.
Restructuring and strategic thinking is in JBR's genes. We roll up our sleeves. Or rather, we're rolling our brains out right now!
Learning to live with these times gives peace of mind. We must assume that this reconstruction will take up to five years.
Business-wise, we had a a good year. We didn't expect that. Assignments are going well. Making appointments is much faster now. An online meeting with a large number of people is just fine. It's actually a lot of fun. You see them on one screen in their own environment. You have no travel time or traffic jam stress and usually you're done in an hour."
Are we going to travel less structurally or is it a temporary restriction?
Ronald explains: "Flying has become a commodity. You might wonder if it's good for humans to move so quickly. It is polluting and perhaps old-fashioned. Check in at Schiphol Airport and fly 9 hours for a two-hour meeting. You come home tired with a big jet lag.
We make international appointments easier now. You're 'around the table' with clients online faster. The path from lead to order is much faster now."
This time also has advantages?
Iemke says, "We are saving a good amount now. It comes naturally. The building is used less, there are no dinners, cheaper PR/marketing events or international trade shows, less travel and accommodation expenses and virtually no air travel.
Speaking of frugality; in March 2020 we were still expecting a 70% decline, fortunately that did not happen. We ended 2020 with an unexpectedly good result."
What is your advice?
Ronald concludes by saying, "It is tempting to work even harder behind your screen in this day and age. To adapt to these times and initiate change, sometimes we have to consciously work less task-oriented and productive. If you just hobble on, you work from your experience, the things you already did once. To innovate, you need space and rest. Especially in these times, it is important to consciously stop and observe. So I miss the "emptiness" of the moments that come with traveling. Your brain needs this space for generating ideas that lead to real innovation. With less efficiency, new ideas arise in this void for our clients as well. Finding a healthy balance between working efficiently and consciously standing still is my advice for 2021."
Contact the team personally
Iemke Imhof
Manager of Business Operations
Ronald van Rijn
Managing Partner JBR