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In the first four episodes of The VERA Shortlist, we examined how brands must be structured for both machines and humans, how personal branding builds credibility, why visibility alone falls short, and how to capture attention in a content-saturated world. The next question naturally arises: Who makes all this possible? In today’s fast-changing landscape, fixed, one-size-fits-all teams no longer enough. At VERA, we believe in working with experts who combine deep skill in their specialty with a wide-range understanding of adjacent fields, as well as in assembling flexible teams tailored to each project’s unique needs. As McKinsey’s Future of Work research shows, 74% of executives say cross-functional expertise is critical for innovation.This idea underpins also our approach to building teams that innovate and respond quickly to new challenges.
Experts today must bring both depth in a core discipline (e.g., brand storytelling, UX design, data analysis) and enough familiarity with related areas (e.g., AI capabilities, emotional design, market trends) to make informed judgments. This combination allows them to know when to let AI streamline structure and when to preserve the human nuance that gives content its soul. Harvard Business School highlights that experts must blend emotional intelligence with AI literacy, meaning professionals should understand AI tools well enough to use them wisely, yet never at the expense of authenticity.
At VERA, we encourage team members to cultivate deep mastery in their specialty while also exploring adjacent domains. For example, a copywriter may develop skills in SEO and AI prompting; a designer stays aware of emerging platforms and human-centered design principles. This broad awareness ensures that when crafting content or campaigns, they see connections others might miss: balancing technical optimization with genuine storytelling. Such professionals recognize where AI assists and where it risks flattening nuance, delivering work that both machines can index and humans feel.
Moreover, individuals with this blend of depth and breadth collaborate more effectively. When forming a team for a client, each member’s wider perspective fosters smoother dialogue: they understand each other’s language and respect different viewpoints. McKinsey’s finding on cross-functional expertise driving innovation is reflected in practice: teams whose members connect dots across disciplines generate more creative solutions and adapt faster when needs shift.
Finally, as AI and market conditions evolve, experts with broad understanding adapt more readily. They see how new tools or trends intersect with their core skill and make better calls on whether to adopt or wait. At VERA, we strive to work with experts who invest in continuous learning:workshops on AI tools, emotional storytelling, trend analysis, and collaborative exercises, so they deepen their craft and widen their perspective, preserving the human spark in everything we deliver.
Even with the right kind of experts, a static roster cannot meet every project’s nuance. The flexible-team model selects the precise mix of specialists for each engagement, rather than relying on the same group every time. For instance, if a brand requires guerrilla marketing, we may have several trusted guerrilla experts in mind and then choose the one whose style, experience, and instincts best match that client’s personality and objectives. In the attention economy, extraordinary ideas stand out; this tailored selection helps deliver that edge.
Research supports this approach: agencies with modular team models report 31% higher client satisfaction (Accenture Agency Future Report). Clients benefit from having exactly the right expertise at the right time, avoiding both under- and over-staffing. Sometimes a project only needs a lean pair:a strategist plus a specialist in short-form video scripts. Other times, a broader lineup:data analyst, UX researcher, creative director, specialized writer is called for. Deloitte finds that personalized service models increase long-term brand trust by 44% because clients feel understood and supported by teams built around their specific needs.
Within VERA’s model, a core strategic lead maintains continuity, ensuring each flexible team aligns with the overarching vision and brand direction. This balance:fixed strategic leadership plus rotating specialists preserves clarity: tactics and voices adjust per project, while the brand’s essence remains consistent. Accenture’s data on modular teams’ higher satisfaction reflects this benefit: clients enjoy agility without sacrificing coherence.
Operationally, flexible teams require a vetted network of experts. We cultivate relationships with senior professionals who share our values:those who understand how to blend AI assistance and human insight. Forbes research notes that professionals combining deep skill with broader awareness improve adaptability by 37% . At VERA, we track each specialist’s past performance and cultural fit so that when a new brief arrives, we can quickly assemble a team whose strengths align precisely with the challenge.
Across prior episodes, we emphasized balancing machine-readability with human depth. In building flexible teams, we select people who know AI’s strengths:structuring content, speeding drafts, analyzing data...but also recognize its limits in emotional nuance. Harvard Business School’s guidance to blend emotional intelligence with AI literacy applies: specialists learn to prompt AI effectively yet infuse outputs with authentic insight.
For example, a writer on a project might use AI to generate an outline consistent with brand tone, then layer in personal anecdotes or reflections unique to the client. A designer may leverage AI tools for initial concept sketches but refine visuals to evoke emotion and fit brand personality. Each expert’s broader awareness ensures that AI is applied where it accelerates work and human judgment prevails where nuance matters:producing content that machines can index and people remember.
Flexible teams also allow swift adaptation as new AI capabilities or platforms emerge. If a campaign calls for immersive formats, we bring in someone experienced in that medium. Meanwhile, we ensure the human element remains central: every piece features genuine stories, real voices, and emotional resonance. This duality:machine-friendly structure plus human authenticity anchors our work and wins attention in a noisy landscape.
VERA implements this approach in its core - as founder with backgrounds in law, economics, and communication strategy, Dženeta Schitton has navigated diverse fields and seen firsthand how connecting disciplines builds stronger outcomes. This multi-faceted perspective guides how we organize teams: we seek professionals who, like me, bring deep mastery in one area yet understand related domains enough to bridge gaps. When communication work ties into legal or financial considerations, our own blended expertise ensures we spot nuances others might miss.
This integrated mindset matters because companies today face complex, interwoven challenges. A campaign may need messaging that aligns with regulatory realities, market dynamics, and emotional resonance simultaneously. By embodying this model internally, we demonstrate its power: our teams can advise on strategy from multiple angles, anticipate potential pitfalls, and craft solutions that are legally sound, financially viable, and deeply human. Clients gain confidence knowing the agency itself practices the flexible, cross-disciplinary approach we advocate.
Moreover, Dženeta's journey as a lawyer turned economist turned communication strategist illustrates why companies need such integrated expertise. When markets shift or AI tools emerge, understanding implications across domains:contracts, budgets and messaging is crucial. This breadth enables us to choose which tasks to automate, which to handle personally, and how to weave diverse insights into coherent strategies. By structuring VERA around these principles, we ensure clients benefit from a mirror of the model: flexible teams with both deep and broad insight, just as we apply to ourselves.
For clients, the deep-expertise + broad-insight and flexible-team model translates into bespoke support. They receive exactly the specialists needed for each project phase:no wasted hours on irrelevant skills. Deloitte’s finding that personalized service models boost trust by 44% resonates: clients feel truly seen and benefit from targeted expertise rather than generic solutions.
Agility is another benefit: as market conditions, AI tools, or audience behavior shift, we reconfigure teams accordingly. If a trend demands a short-form video expert next week, we add that skill; if a deep research angle emerges later, we pivot seamlessly. This responsiveness is vital in the attention economy, where timely, relevant content captures and holds focus.
Clients also gain consistent strategic leadership: although the surrounding specialists vary, a core lead ensures all efforts align with the brand’s essence. This coherence satisfies both AI-driven discovery systems (which favor consistent signals) and human audiences (who crave familiar tone and trustworthiness). Accenture’s data on modular teams’ client satisfaction reflects how this combination of flexibility plus strategic continuity drives outcomes.
Ultimately, clients benefit from clarity over noise. Flexible teams of experts who know when to automate and when to humanize avoid generic outputs and deliver content, campaigns, and strategies that genuinely resonate. In 2025’s fast-paced environment, clarity moves fast: bespoke teams give clients the talent mix needed to respond quickly with authentic, impactful communication.
To support this model, VERA invests in building a network of specialists who combine deep mastery in their craft with curiosity about adjacent fields. Who invest in continuous learning on AI tools, emotional storytelling, trend analysis, and cross-disciplinary collaboration. This ensures each expert can judge when AI should aid structure and when human insight must prevail. Research shows professionals with deep skills and broad awareness improve adaptability significantly. We see this daily in our network: they know which tasks to delegate to AI and which require human nuance.
Equally important is fostering a culture where experts feel comfortable saying, “This project isn’t my core strength but I know who would excel.” Such humility and networked mindset let us assemble the ideal team for each brief. It signals to clients that we prioritize the best outcome over internal convenience. In the attention economy, human creativity and precise instincts distinguish memorable campaigns; this freedom to choose the right specialists for every nuance is central to VERA’s approach.
Episode 5 asks: Who does the work? The answer: professionals with deep expertise in their specialty and broad insight into related domains, assembled into flexible, project-specific teams. Fixed silos and one-size-fits-all rosters cannot keep pace with AI-driven change and the demands of the attention economy. By combining deep skill with cross-disciplinary awareness and custom-building teams per client need, we deliver communication and branding that machines understand and humans trust. Studies from McKinsey on cross-functional innovation to Accenture on modular teams, Harvard on emotional-AI balance to Deloitte on personalization confirm that this model drives satisfaction, trust, and results.
For clients, this means tailored teams, strategic continuity, rapid adaptability, and clarity in messaging that cuts through noise. At VERA, we embrace flexible expertise as the future because in a personalized world, every project deserves precisely the right people organized the right way. In 2025 and beyond, only this approach can craft the meaningful, authentic experiences that win attention, build trust, and drive impact.
Sources & Citations:
In the first two episodes of The VERA Shortlist, we talked about how brands must be discovered by AI and felt by people. Now, in Episode 3, we go deeper: visibility alone is no longer enough. Without credibility, visibility can even backfire: both in the eyes of algorithms and real humans. As we saw, according to the Edelman Trust Barometer 2024, 87% of users say trust determines brand choice. That tells us right away: being seen is only half the story; being trusted is the other, indispensable half.
We live in an era of “algorithmic attention,” where metrics like impressions or views tempt us to chase numbers. It feels satisfying to watch follower counts grow or ad impressions rise, and AI tools may reward volume in the short term. But if those metrics aren’t grounded in genuine value, the result is shallow: fleeting visibility that doesn’t convert into lasting relationships or real business. Both AI-driven search and human decision-making look beyond mere signals of “did someone click or scroll”... they ask, “Can I trust this brand?”
Below, we explore four common pitfalls that brands face when they prioritize visibility over credibility. Then, we discuss how to flip the script: build visibility on a foundation of real trust signals, so that attention turns into genuine connection and sustainable impact.
First, consider how easy it is today to produce vast quantities of content. With AI assistants, templates, and cheap tools, one can churn out blog posts, social updates, and visuals endlessly. Yet the online world is already drowning: people see thousands of brand messages daily, reportedly between 6,000 and 10,000 impressions on average. In such a flood, most content becomes wallpaper... machines can index it, but humans ignore it. If your audience treats your posts like background noise, visibility alone won’t move the needle.
Besides, shallow content often lacks a clear point of view or emotional core. It may tick SEO boxes: keywords, headings, meta tags, but it fails to offer insight, fresh perspective, or genuine relevance. AI-driven systems are learning to recognize depth: beyond simple keyword matching, they assess semantic richness and reputation signals. When content feels generic or rehashed, it neither impresses people nor satisfies evolving AI criteria. Ultimately, quantity without substance wastes resources and may even harm credibility over time.
Worse, flooding channels with trivial updates can desensitize your own audience. When every competitor publishes something similar, attention erodes further. And if people perceive a brand as chasing volume rather than delivering value, trust diminishes. Authenticity demands focus: choose topics where you can contribute real expertise or distinctive viewpoints. In the AI era, depth and relevance matter more than ever: machines reward it, and people remember it.
Shallow content is a trap of the “visibility-first” mindset. Instead, aim for fewer but richer pieces: thoughtful analyses, real stories, case studies, or conversations that show why you care. That approach builds credibility gradually, so when algorithms surface your brand, the human on the other end finds substance worth exploring.
Next, many brands fall into the temptation of engineered engagement: comment pods, reciprocal likes, or superficial “engagement rings.” At first glance, these tactics may boost apparent interaction and trick platform algorithms. But AI chatbots and advanced detection models are increasingly adept at spotting anomalies in engagement patterns such as sudden spikes, timing irregularities, or low-quality interactions signal inauthentic behavior. When such tactics are uncovered, both AI-driven recommendations and human observers lose trust.
Even before AI detection, fake engagement can erode reputation among peers and potential clients. Industry networks are tight; people notice when comments feel scripted or when a brand’s audience lacks genuine enthusiasts. Word travels: if your name becomes associated with superficial tactics, credibility suffers. In B2B or professional contexts, reputation often precedes formal proposals... your personal brand and company brand depend on authentic relationships.
Moreover, if AI flags suspicous engagement, your visibility may suffer in AI-generated shortlists or search features. AI systems weight signals like backlink quality, source reputation, and consistency of messaging over raw interaction counts. In other words, hollow engagement won’t help you rank in AI-driven discovery, and may even work against you if flagged as suspicious. Real engagement: comments indicating real thought, shares with genuine commentary, backlinks from trusted sources - builds credibility for both machines and humans.
The antidote is to foster organic conversations and genuine communities. Encourage feedback with real value: ask questions that matter, share behind-the-scenes insights, highlight client stories. These yield engagement that reflects true interest and trust. In an AI era, authenticity not only feels better, it performs better in discovery and decision-making processes.
It’s tempting to jump on every hot trend:Web3 one week, ESG the next, then “AI-first” the week after. Trend-chasing can feel dynamic, but credibility is cumulative: it grows when audiences see consistent expertise over time. Frequent pivots can confuse both people and AI systems. For humans, inconsistent messaging undermines trust: if your brand constantly reinvents itself, audiences may wonder where you truly stand. For AI-driven discovery, fragmented content architecture signals lack of authority: algorithms look for coherent topical focus to recognize expertise...
Frequent repositioning also risks diluting your core strengths. When you chase the latest buzz without a clear link to your expertise or values, you miss the chance to deepen authority in areas that matter. A foundation built on trust signals:long-form thought leadership, case studies, genuine commentary on relevant developments accumulates over time. Trends can be incorporated, but only when they align logically with your established narrative. Otherwise, they become distractions rather than opportunities.
AI systems evaluate patterns: do your messages and content reflect a coherent, sustained topic area? Do backlinks and mentions cluster around consistent themes? When content shifts erratically, algorithms struggle to assign authoritative signals to your brand. Humans, too, feel disoriented when your messaging zigzags without clear rationale. Instead, use trends selectively: comment on them from your unique perspective, linking back to your proven domain. That way, you demonstrate relevance without sacrificing consistency.
Building credibility is a marathon, not a sprint. Steady messaging rooted in your core expertise and values creates a recognizable voice that audiences learn to trust. When you do address emerging topics, your perspective carries weight because it builds on a visible track record, both to people and AI-driven discovery tools.
AI can be a powerful assistant: it helps refine sentence clarity, optimize structure, generate summaries, and suggest metadata. Yet if you hand over the entire creative process to AI, you risk producing content that feels cold and detached. Machines can assemble technically correct copy, but they lack lived experience, nuance, and emotional resonance. Nielsen Norman Group research suggests that distinctive, emotionally resonant content is remembered far more than generic messaging.Similarly, emotional resonance can boost brand trust significantly. A page written solely by AI may check every SEO box but leave readers unmoved.
When content feels flat, people sense it even if they can’t pinpoint why. They engage less, share less, and ultimately trust less. AI-driven search may index such content, but if it lacks genuine perspective or anecdotes, humans won’t stick around. Search engines are also evolving: they assess context, reputation signals, and user feedback. If users quickly bounce or show minimal engagement, that signals lower value to algorithms.
That said, AI can and should support human creativity. Use it to draft outlines, suggest improvements, or handle routine editing. Then infuse the draft with your voice: anecdotes, reflections, specific examples, and emotional hooks that only you can provide. This hybrid approach ensures content remains machine-readable while deeply human. In this way, visibility gained through AI-assisted optimization rests on a bedrock of authenticity that builds credibility.
Remember: reputation is built layer by layer, not via shortcuts. Automation can speed certain tasks, but emotional connection comes from human stories, beliefs, and values conveyed sincerely. Strive for a balance: let AI handle structure, let you supply soul.
The alternative to chasing shallow visibility is to reverse the formula: start with credibility, then let visibility follow naturally. That means speaking in your own human voice even when AI helps with structure. Keep messaging consistent, gather genuine endorsements rather than inflated follower counts, and crafti content that is both machine-friendly and deeply human. As we said earlier, reputation is architecture: you lay one brick at a time through coherent, integrity-driven actions.
Begin by auditing your current content landscape: where do you have real expertise to share? Which stories or case studies illustrate your values in action? Use those as anchors. When you produce content, whether written, audio, or video, ensure each piece reflects those anchors, so algorithms pick up meaningful signals and people feel a true connection. Seek endorsements from reputable peers and clients; those third-party voices strengthen credibility in ways that algorithms and humans recognize.
Over time, consistent, credibility-first content accumulates into a robust presence: AI-driven discovery tools are more likely to shortlist brands with coherent signals, and when people arrive, they find substance worth exploring. Visibility then becomes not an end in itself but a byproduct of trust. Attention turns into engagement, engagement into relationship, and relationship into long-term impact.
In a world obsessed with “being seen,” choose instead to be trusted. Visibility without credibility is a hollow pursuit; credibility without visibility may go unnoticed. But credibility built first paves the way for sustainable visibility—where your brand is recommended by AI and embraced by people.
Sources & Further Reading:
If fluid business models are increasingly shaping the future of work—driven by a shifting business landscape and the evolving expectations of new generations—then the question of physical workspace inevitably follows. Traditional office concepts must undergo substantial transformation to support this new way of working. But what does a fluid office actually look like in practice? With flexibility at its core, it often takes the form of co-working spaces or hybrid solutions designed to adapt seamlessly to the dynamic needs of modern teams.
In recent years, co-working spaces have emerged as a popular alternative to traditional office leases. For businesses—especially startups, freelancers, and international companies looking to establish a presence in new markets—co-working spaces offer flexibility, scalability, and the opportunity to engage in collaborative work environments.
The concept of co-working is rooted in the idea of shared office spaces where different businesses, individuals, and entrepreneurs can work alongside each other. Unlike the isolation of a traditional office lease, co-working spaces foster a community atmosphere where entrepreneurs can network, share ideas, and even collaborate on projects. This model has become particularly appealing to startups or companies seeking to scale quickly without the long-term commitments and overheads associated with traditional office space.
In Austria, co-working spaces are not only for tech startups or creatives—they are quickly gaining popularity among established businesses, consultants, and even larger corporations looking for flexible office space solutions. Cities like Vienna and Graz have become hubs for co-working, providing a vibrant ecosystem for professionals in various industries.
Austria is home to a variety of co-working spaces, each offering different environments and pricing models to suit the needs of various businesses. Below is an overview of the major co-working space providers in Austria, focusing on their locations, services, and pricing:
| Co-working Provider | Locations | Key Features | Pricing (per month) |
| WeWork | Vienna, Graz, Linz | Private offices, hot desks, meeting rooms, events | €300 - €1,200 |
| Spaces | Vienna, Salzburg, Graz | Creative workspaces, lounges, workshops | €250 - €800 |
| Regus | Vienna, Innsbruck, Linz | Private offices, hot desks, meeting rooms | €250 - €700 |
| Talent Garden | Vienna, Linz, Graz | Flexible desk space, community-driven, events | €250 - €600 |
| Impact Hub | Vienna, Graz, Linz | Focus on social innovation and sustainability | €300 - €650 |
WeWork is one of the largest and most recognized global co-working providers. Known for its modern aesthetic, WeWork provides a wide range of services, including private offices, hot desks, meeting rooms, and community events. With a variety of membership options, businesses can choose a plan that suits their space needs and budget.
Spaces is a co-working provider that prides itself on its creative and dynamic environment. Its spaces are designed to foster innovation and collaboration, making it an ideal place for professionals who are looking for a more inspirational working atmosphere.
Regus is another international player in the co-working space market, providing a more corporate feel than some of its competitors. Regus offers both flexible co-working spaces and more traditional office environments, catering to companies of various sizes.
Talent Garden focuses on innovation, technology, and social impact, making it a strong choice for tech startups and social enterprises. It is part of a global network of co-working spaces designed to foster a creative community.
With a focus on social innovation and sustainability, Impact Hub is a co-working space that caters to businesses with a social or environmental focus. It provides a supportive environment for entrepreneurs seeking to make a positive impact.
The pricing models in co-working spaces vary widely depending on the provider and the services offered. Generally, co-working spaces offer a range of options to accommodate businesses of different sizes and needs:
Beyond desk space, co-working spaces offer a variety of services and amenities that can be particularly valuable to businesses:
Choosing between a fluid office setup like co-working and a traditional office depends on your industry, the stage of your business, and where you're located.
If you're in the early stages of building a company, testing a new market, or simply need maximum flexibility without long-term commitments, fluid offices make perfect sense. They give you room to grow (or downsize), reduce overhead, and offer valuable networking opportunities, especially if you're in dynamic industries like tech, consulting, marketing, or creative fields. For international businesses entering Austria, co-working spaces can serve as a smooth landing spot while you explore the market without heavy upfront investments.
This is exactly why we at Vera work from Spaces and Regus locations. Their global network gives us access to professional office spaces and meeting rooms around the world, which is incredibly valuable when working with international clients. Whether we need a quiet place to focus, host a client presentation, or organize a larger event, these spaces provide the right environment in excellent locations—allowing us to maintain a consistent, high-level experience no matter where we are.
On the other hand, if your company is already well-established, has a large team, requires high levels of privacy, or operates in sectors like finance, law, or healthcare where confidentiality and controlled environments are crucial, traditional office spaces may still be the better choice. Customizing your workspace, ensuring full privacy, and creating a clear company identity through a dedicated office are all things that become harder to achieve in a shared, flexible setup.
The key is not to follow trends blindly. Consider the nature of your work, the expectations of your clients, and your plans for growth. In some cases, a hybrid approach—keeping a core office while using co-working spaces for satellite teams or specific projects—might give you the best of both worlds.
In the end, the best workspace is the one that moves with your business, supports your people, and helps you focus on what matters most: getting the work done.
In this evolving landscape, traditional business and employment models face mounting pressure to adapt or risk obsolescence. Generation Z (born between 1997 and 2012, and expected to comprise over 30% of the global workforce by 2025) is spearheading this transformation. With a clear preference for autonomy, flexibility, and purpose-driven careers, this generation rejects traditional hierarchical systems in favor of flatter, more independent structures that allow personal and professional growth. In practice, dissatisfaction with traditional systems often results in unmotivated employees who feel disconnected from their roles and responsibilities.
This shift presents a critical dilemma: while employees increasingly reject traditional systems, they continue to leverage their benefits, such as the security of a regular salary or protections like paid sick leave, sometimes citing issues like burnout. On the other hand, businesses have access to a growing pool of freelancers who offer diverse skills and innovative thinking without the constraints of full-time employment. However, freelancers often lack the reliability and continuity that businesses require.
Do We Need a New Fluid Business Model?
Generation Z is undeniably redefining workplace norms. Numerous studies highlight the profound impact this generation is having on the global workforce. A 2024 study by Stanford University reveals that flexibility and autonomy take precedence over stability and traditional career paths for this cohort. Similarly, Harvard Business School’s 2023 findings show that over 50% of Gen Z workers prioritize work-life balance over financial compensation, reflecting a values-driven shift that prioritizes quality of life over perceived stability.
This mindset often leads to a preference for solopreneurship or freelancing. A 2023 Upwork report found that 53% of Gen Z workers are actively pursuing freelance opportunities. While this independence is attractive, it comes with challenges. Freelancers often face economic instability, lack of benefits, and the pressures of self-management, as highlighted by the International Journal of Managerial Studies and Research (2022). These risks, combined with the absence of workplace protections, can lead to burnout and decreased productivity.
Despite these challenges, Gen Z continues to reject traditional hierarchical structures. Harvard Business Review (2024) describes their preference for “conscious unbossing,” which shifts focus from hierarchy to empowerment. Gen Z’s calculated choice to avoid mid-management roles, often seen as high-responsibility with disproportionate rewards, underscores their pursuit of fulfillment outside traditional career paths. However, this approach creates tension within traditional companies that depend on established structures to maintain operational efficiency. Employees often underperform or take advantage of worker protections, such as paid sick leave, to cope with misalignment and stress.
Mental health challenges further complicate the issue. The University of Oxford Wellbeing Research Centre (2024) reports that Gen Z employees experience burnout and depression at nearly twice the rate of Millennials, driven by workplace stress and unmet expectations. The broader implications are evident: according to MIT Sloan (2023), over 70% of employees in hierarchical organizations report feeling unmotivated due to a lack of growth opportunities and purpose. This disengagement costs the global economy $8.8 trillion annually, as per Gallup’s 2023 findings.
Employers are caught in a bind, facing dual pressures: adapting to rapidly changing market demands while managing an increasingly disengaged workforce. As noted in California Management Review (2022), companies must innovate faster than ever to remain competitive, yet traditional structures often hinder agility.
Freelancers might seem like a solution, offering specialized skills and flexibility. However, this approach is not without challenges. According to MIT Sloan Management Review (2023), relying on freelancers can result in inconsistent quality, limited integration into company culture, and unreliable availability. These issues require businesses to invest additional resources in onboarding and quality control, diminishing the cost-effectiveness of freelancing.
In response to these challenges, a fluid business model emerges as a compelling alternative. This model introduces an intermediary agency between employers and freelance talent, offering the stability and accountability of traditional employment while maintaining the flexibility and innovation of freelancing.
The fluid business model is not merely a freelance platform or management intermediary. It operates as a traditional service provider at a strategic level while outsourcing operational tasks to a curated network of freelancers or partner companies. The agency assumes full responsibility for delivering high-quality results, safeguarding business confidentiality, and managing the workforce.
How It Works:
This model challenges traditional norms, fostering a free skills market where individuals assume greater responsibility for their professional and financial security. For businesses, it provides a sustainable way to navigate workforce challenges. For fluid agencies, it represents an opportunity to set new standards for service delivery.
The traditional business model is no longer sustainable. As Gen Z reshapes workplace expectations, businesses must adapt. The fluid business model offers a bridge between the limitations of traditional employment and the demands of a modern, flexible workforce. It’s time to embrace this shift.
The shift to a fluid business model represents more than an operational change—it signifies a reimagining of work itself. It aligns with the values and aspirations of a new generation, addresses the limitations of traditional employment, and provides businesses with the agility needed to thrive in a competitive landscape. By combining the strengths of both traditional employment and freelance ecosystems, the fluid business model delivers a sustainable, future-ready solution. As businesses, workers, and agencies collaborate to refine this approach, we move closer to creating a workforce that is both innovative and resilient. The future of work is here, and it’s fluid. Let’s build it together.
References:
Journal of Business Research (2023). “The Success of Fluid Agency Models.”
Stanford University (2024). “8 Ways Gen Z Will Change the Workforce.”
Harvard Business School (2023). “Generation Z’s New Priorities.”
MIT Sloan Management Review (2023). “The Challenges of Managing Freelancers.”
University of Oxford Wellbeing Research Centre (2024). “Gen Z and Mental Health.”
Upwork (2023). “Freelancing Trends Report.”
California Management Review (2022). “Innovation in the New Economy.”
The idea that the traditional agency model can no longer satisfy business needs in an ever-changing market has been on my mind for several years. And from that frustration, the fluid agency model was born.
After entering the communications world over 10 years ago, I focused on various fields: influencer marketing, personal branding, social media management, and communication strategy. Most of my work was with small and medium-sized businesses, which often face the greatest pressure to stay competitive while navigating rapidly shifting market trends.
The fluid agency model emerged as a direct response to what I kept seeing: clients forced to adapt to rigid agency structures instead of the other way around. This blog post shares the raw ingredients of the thought process that led to the development of the fluid agency concept you see today.
And wow, we’ve seen some incredible changes in the last decade. The rise of social media alone has drastically altered the landscape, not to mention recent developments like AI. While working with companies with small teams, I found myself involved not only in their communications but also in broader business operations. Marketing and branding efforts had an obvious and often immediate impact on the real business. Over the years, I’ve seen firsthand what it means to be forced to innovate to survive, all while keeping an eye on the big picture.
This constant need to innovate has created a demand for marketers who can understand a broader range of fields, beyond the traditional specialized roles. For instance, when evaluating a competitor’s communications, you need to see beyond their creative approach, you must understand the market segmentation they’re targeting, the innovative products or services they offer, or even the strategic shift they’re making with their audience. Technological advancements now require marketers to possess an ever-expanding skill set to connect all these dots.
On the communication front, the accessibility, diversity, and low cost of AI tools allow every company to produce high-quality content. It seems everyone can post several polished social media posts each week, contributing to the growing digital noise that surrounds us.
Recent research indicates that individuals are exposed to anywhere from 4,000 to 10,000 advertisements daily. This range includes ads seen on social media, websites, TV, radio, billboards, and other media channels. However, only a fraction of these ads truly capture attention, with studies suggesting that fewer than 100 ads are actually noticed and processed( source: Red Crow Marketing)( 75Media).
At the same time, we’re entering an era of diminishing trust, as it becomes harder to distinguish between what’s authentic and what’s not. Companies are not only under pressure to communicate consistently, but they also must craft messages that build lasting, trustworthy relationships. The rise of deepfakes, fake news, and misleading reviews only adds to the challenge.
Yet, despite this, knowledge has never been more accessible. Self-education is at an all-time high, with experts offering innovative services and freelancers forming a new era of work, somewhere between traditional employees and entrepreneurs.
Businesses, however, don’t always have the time or expertise to sift through the wealth of knowledge and innovation out there. This opens the door for a new type of agency, one that provides strategic guidance and connects businesses with the right experts to fuel innovation. These agencies rely on T-shaped teams, made up of experts with a broad understanding of various fields. Their strength lies not only in identifying opportunities but in offering access to a network of skilled professionals, assembled in custom combinations to address each business’s unique needs.
This new type of communication agency is deeply embedded in the company’s business reality. It offers a wide range of services to keep up with the rapid pace of innovation, while also providing creative diversity by engaging different experts and styles for every project. This will inevitably change the nature of expert engagement, favoring a new breed of freelancers who can offer their skills flexibly, regardless of employment status.
One key addition to this concept is integrating internal communication talent, individuals capable of understanding the bigger picture and aligning external communications with business objectives. These T-shaped professionals can bridge the gap between departments like business development and HR, ensuring that communication is consistent and strategic at every level. The ultimate goal is to create a communication team capable of thriving in a world driven by innovation, with the agency playing a strategic, consultative role.
This approach has been part of my business practice for years, albeit on a smaller scale. I’ve worked with clients on their communication strategies, trained their employees, and hired external experts to fill in gaps where needed. Many of these clients now handle their communications internally, with me occasionally serving as a strategic consultant. Others have relied on me for market research and innovative communication strategies to help them stay competitive.
These projects demonstrated the market’s need for this flexible approach, a need that grows stronger as technology, especially AI, continues to drive change. Every aspect of business is being questioned, products are being reimagined, business models disrupted, and the nature of work transformed.
During my time in personal branding, I noticed how individuals now have the opportunity to build their own brands and offer a broad range of skills to the market in ways that traditional employment cannot match. Why would an agency hire a specialist for one task when it could assemble a team with the necessary combination of skills for each unique client?
The key question that remains is trust. Can agencies be trusted to provide the right strategic guidance? How can they ensure that their ever-changing teams deliver expertise, loyalty, and discretion when working with a brand?
Ultimately, it all comes down to trust, which will be one of the most valuable assets in the new era of business and communication. AI and other technologies are transforming the way we work and communicate, bringing both opportunities and challenges. Establishing trust will be critical, and agencies will need to focus on building authentic, person-to-person connections, one step at a time. I believe that personal communication from management, in both public and digital spaces, will be essential for brands looking to thrive in this new world.
While reflecting on these topics over the summer of 2024, I stumbled upon Quantum Marketing by Raja Rajamannar., CMO of Mastercard. His insights resonated deeply with me, as he touched on many of the same issues I’ve been exploring, from AI and blockchain to trust and ethics. The book reinforced my belief that the traditional agency model is overdue for a rethink.
Two years ago, I began working with a small Montessori school in Sarajevo, helping them improve their communications. Together, we experimented with the fluid agency model, and I’m excited to continue following this new business adventure into the next year. I will write more about that in my next post.
In the fast-paced world of modern business, innovation isn't just a buzzword, it's a lifeline. But without a clear communication strategy for innovation, even the most groundbreaking ideas remain invisible.
For communication agencies working with innovative companies, understanding the nuances of innovation and the interplay between different business fields is not just beneficial, it is essential. A strong communication strategy for innovation requires deep understanding of both the market and the human factor behind every idea.
Deep knowledge agencies are uniquely positioned to help innovative companies better seize their business development goals through strategic branding, marketing communication, personal branding and networking, and broader business positioning. In this blog post you can read more about how an integrated approach helps innovative companies define and pursue their business goals by building stronger brands, creating engaging content, and establishing valuable industry connections.
*this is AI generated image
At its core, innovation involves introducing new ideas, products, or methods that drive progress and create value. For communication agencies, this means staying on top of the latest trends, technologies, and market shifts. By doing so, they can anticipate the needs of their innovative clients and craft messages that resonate with their target audiences.
For example, a communication agency working with a tech startup developing AI-driven solutions needs to understand not just the technology itself, but also its potential applications across various industries. Therefore, it must have a broad knowledge spectrum across several fields, including the latest industry trends and developments.
In the last article, we touched on the topic of "T-professionals" - experts who possess deep expertise in a specific area (the vertical stroke of the T) while also having a broad understanding of other disciplines (the horizontal stroke of the T). This unique skill set is particularly valuable in navigating the complexities of innovative companies.
The deep expertise that T-shaped professionals bring allows them to excel in their specialized field, whether it be branding, content creation, digital marketing, or public relations, while also having a solid knowledge base in other fields such as technology trends, market shifts, or business development. This depth of knowledge ensures they can execute their tasks with precision and high quality.
For example, a T-shaped professional with a background in tech development can craft data-driven campaigns that effectively target specific audiences. Not only are they aware of the latest tech developments and market trends, but they also have a thorough understanding of the target group, their way of thinking, consuming information, and communicating.
The same goes for digital marketers with a strong business background. Someone who understands the challenges companies face when securing funding or expanding into new markets will be able to "jump in their shoes" and think several steps ahead on their own. This kind of service is invaluable for any company trying to stay ahead of the competition. Outsourcing part of the business and communication task to an agency that can address its real needs, anchored in the present time and constantly changing market circumstances is the service which will be more and more needed in the innovation dominated market.
Effective branding is about more than just a logo or a catchy tagline—it's about creating a cohesive identity that communicates the essence of a company.
For innovative companies, their brand often embodies their pioneering spirit and forward-thinking approach. A communication agency that understands this can help shape a brand that stands out in the crowded marketplace. Working with such innovative companies involves crafting narratives that highlight these broader goals and values. This entails not only traditional branding elements but also creating stories that captivate and inspire the audience.
However, creating a strong brand identity requires an integrative approach that aligns the vision of the company's leadership with its communication strategies on a much deeper and broader level. And almost on a daily basis. This involves serious rethinking, not just of the content for the communication, but also the timing and channels used. For maximum impact, these elements must be perfectly synchronized with all of the business plans. By ensuring this alignment, the brand delivers a consistent and unified experience to its overall audience (target group, potential partners,investors etc) , reinforcing its identity and values.
Marketing communication is where the rubber meets the road.
It's about delivering the right message to the right audience at the right time. For innovative companies, this often involves educating the market about new technologies and their benefits. Communication agencies play a critical role in this educational process.
Consider the case of a biotech company introducing a groundbreaking medical device. The communication agency needs to develop content that explains the device's functionality, its advantages over existing solutions, and its potential impact on healthcare. This might include producing informative videos, detailed whitepapers, and engaging social media campaigns that demystify complex concepts and build trust with the audience.
On the other hand, if the agency working on communicating this innovation has a flexible team with the right spectrum of T-shaped professionals, the communication part will not need an "interface" to connect with the business field; it will be an integral part of it. Imagine working with an agency where the communication manager assigned to your company also has a business background, experience in innovation, or even expertise in your specific field. This person would understand your business journey several steps ahead and be able to adjust your communication strategy in a way that anticipates market changes, follows future market trends, and prepares for probable market shifts in your field.
In the business world, who you know can be just as important as what you know.
Looking to serve innovative clients in a fast-paced and noisy market, building and maintaining personal networks within the industry can open doors to new opportunities on a whole new level. This is especially true when working with companies that often operate at the cutting edge of their fields.
Marketing and branding, especially when it comes to introducing innovation, have to be personal. There are too many AI-generated texts, websites, and business concepts floating around the internet, creating a generic mass that is difficult to differentiate, without considering the people behind those stories. The wide availability of AI and other technologies puts all market participants in a similar position regarding their external presentation and potential impressions. If one does not have an astronomical marketing and advertising budget, focusing on people can be a cheaper, more authentic and more efficient way to add a differentiation perspective to their company.
Networking events, industry conferences, and professional associations provide fertile ground for establishing valuable connections and generating interest in our businesses. For example, an agency working with a renewable energy company might attend sustainability conferences to meet potential partners, investors, and thought leaders. These connections can lead to collaborations, media opportunities, and new clients through personal connections and opportunities to engage in expert discussions with a vibrant scope of industry experts.
Here we again see the importance of taking an integrated approach to communication, where we have a deep understanding of the business and industry we are dealing with. There are so many conferences and business events, so it is crucial to identify those that will truly benefit our business, define people of interest, and carefully carve the professional personal brands of the key people representing the company.
Knowing the best topics of interest, our added value, and how to attract the necessary attention is possible only by integrating knowledge from several fields into one comprehensive and flexible service scope.
In a world where we are not sure if what we fight to innovate with today will even exist or be heavily outdated in five years, we must accept that one niche or industry focus is simply not enough anymore. Even if we are on top of the changes currently happening in our field, if we do not simultaneously keep a "wide lens" at hand, we risk missing business opportunities and encountering greater risks.
The word "holistic" is heavily overused but is the most suitable description of the integrative approach that communicating innovation demands. This ensures that every aspect of a company's public presence is aligned and synergistic. It brings unified messaging on every level and ensures that branding efforts and marketing communication are always one or two steps ahead of market developments, reflecting the newest shifts in trends, tendencies, and the target group's way of thinking.
This kind of communication approach, besides being part of the overall business communication integration, is also specifically designed on several levels to address connections with the target market, potential investors, partners, and collaborators. When we create this perfect blend of personal approach through professional branding with company communication and market positioning, we can say we are doing the most to secure and win our place in the market and stay competitive.
If we consider that we are experiencing the most significant economic revolution since the Industrial Revolution, it is logical and expected that the way we provide services must also change. In the past, market development trends were more predictable, and technological possibilities were more comprehensive. Back then, it was sufficient to brief a communication agency about the strategy, current developments, and overall business direction to receive up-to-date services. In the AI era, where groundbreaking solutions emerge monthly, communication must continuously include a self-regulating flow of relevant information and the ability to understand and assess its usability.
At our agency in Vienna, we specialize in helping businesses integrate their communication and business development strategies. By leveraging our expertise and industry insights, we empower our clients to build cohesive and impactful brands that stand out in today’s competitive market. Let us help you unlock the full potential of your brand through the power of integration.