When working in The Transforming—the always-happening, always-unfolding state of change in your job as a result of (big) market forces—we're responsible for taking an active (in the now) perspective on the contribution we're making in helping the organization respond to a (at times dramatically) changing operating environment.
So: What are you creating?
It's a question of reflection and intention. It can be answered with a vision statement (a real one, so probably not the vision statement in your organization's employee handbook) just as well as it can be answered with a bulleted list of projects intending to bring about responsive change.
And there's always an answer. There's never not an answer. This isn't a question any of us get to sit out.
Because when aspects of a job can be automated by software, when budget cuts come, when a departmental reorganization is announced, when pandemics and Black Swan events occur, when competitors and startups execute their strategies, when government exerts its regulatory authority, when ..., when ..., when ..., it all holds the ability to change your job dramatically so it's worth being able to answer a question that can provide clarity in determining how what you're creating fits in an ever-emerging state of "new".
(To be sure, the tandem question to What are you creating? is What have you created?—a question of less importance in the moment of your day-to-day work, but of supreme importance should any of those events above require you to distinguish your work, open new doors, or find new possibilities to explore.)
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