Seth Godin’s latest book ‘Tribes’ offers up a passionate plea for more dynamic work fuelled by the initiative of pervasive and distributed ‘leadership’ for change.

“Organisations are more important than ever. It’s the factories we don’t need.”

I like the quote because it provides an important point of clarity to his radical proposal. Too often, in fact often with the concept of ‘Dynamic Work’ here, people misinterpret that a call for dramatic change is a call for complete change. To go from one extreme to another. With Dynamic Work, people interpret that it’s all about taking everyone out of the office and going to home working. That is not the case. The ‘office’ still can be a useful tool in modern business (as ‘organisation’ are in Godin’s vision) and not all work that leaves the ‘office’ goes to the ‘home’ (it can go to lots of other places as well).

Godin offers up a trove of insights about Leadership (though not Management), communication, motivation and other essentials for driving a dynamic business built on new principles of community, customer co-creation and employee empowerment.