The Definition of New Work - Everything You need to know

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The digital revolution, with its rapid technological advancements, has ushered in an era where traditional work models are being challenged. The boundaries of offices are expanding beyond four walls, and the definition of a typical workday is evolving. Amidst this transformation, the concept of ‘New Work' emerges as a beacon, guiding professionals and organizations through the changing landscape of the modern workplace.

In this article, you'll get a comprehensive overview of the concepts and opportunities associated with this new way of working, and how to put them into practice.

What is New Work?

New Work is a contemporary concept that encapsulates the changing dynamics of the professional world in the digital age. It emphasizes flexibility, autonomy, purpose-driven tasks, and the integration of technology and human collaboration. This approach challenges traditional work structures and promotes a more inclusive, adaptive, and forward-thinking work environment.

The Genesis of New Work

The term 'New Work' isn't just a buzzword. Originating from the visionary insights of Prof. Dr. Frithjof Bergmann in the late 1970s, it was a response to the socio-economic changes of the time. Bergmann foresaw a future where work would not just be a means to an end but an avenue for personal fulfillment and societal contribution. Today, with the forces of digitization, globalization, and artificial intelligence at play, his vision is more relevant than ever. These technological and societal shifts have redefined job roles, work processes, and even organizational structures.

Why New Work Matters Now More Than Ever

In the age of information, the way we perceive work has undergone a seismic shift. The emphasis has moved from mere job security and financial stability to finding purpose, autonomy, and balance in one's professional life. This transformation is not just a result of technological advancements but also a reflection of the changing aspirations of the workforce. The younger generations, particularly millennials and Gen Z, prioritize meaningful work, flexible schedules, and a strong work-life balance. They value experiences over possessions and purpose over paychecks. This shift in priorities is driving organizations to rethink their work models, making the New Work philosophy more crucial than ever.

The Pillars of New Work

At its core, New Work is built upon several foundational pillars that guide its philosophy and practical application.

Autonomy and Empowerment

Definition: Autonomy in the New Work context refers to the freedom and ability of individuals and teams to make decisions and manage their tasks without excessive oversight.


  • Trust-Based Management: Managers trust their teams to complete tasks without micromanagement.
  • Flexible Work Arrangements: Employees have the freedom to choose when, where, and how they work, be it through remote work, flexible hours, or other arrangements.
  • Outcome-Oriented: The focus shifts from hours worked to the quality and impact of the output.

Real world example - Dropbox's "Virtual First" Policy:

  • Overview: Dropbox has adopted a "Virtual First" policy, where remote work is the default for all employees. The company has reimagined its physical spaces as "Dropbox Studios", which are specifically designed for collaboration rather than day-to-day work.
  • Impact: This approach gives employees the autonomy to choose their work environment based on the task at hand. It promotes flexibility, trust, and a focus on outcomes rather than hours spent in an office.

Purpose-Driven Work

Definition: This pillar emphasizes the importance of meaningful work. Employees are not just working for a paycheck but are aligned with the company's mission and find personal significance in their roles.


  • Alignment with Company Vision: Employees understand and resonate with the company's mission and goals.
  • Increased Motivation: When work has meaning, motivation and engagement levels rise.
  • Employee Retention: Employees are more likely to stay with a company where they feel their work has purpose and impact.

Real world example - HubSpot's Culture Code:

  • Overview: HubSpot's Culture Code is a set of values and practices that emphasize adaptability, autonomy, and transparency.
  • Impact: This code has shaped the company's work culture, attracting talent that resonates with these values. It promotes a sense of belonging and alignment with the company's mission, leading to higher employee retention and engagement.

Lifelong Learning and Growth

Definition: Recognizing that the pace of change is ever-accelerating, continuous learning becomes a cornerstone of New Work.


  • Regular Training: Companies invest in regular training sessions, workshops, and courses for their employees.
  • Adaptability: Employees are equipped to adapt to new technologies, methodologies, and market changes.
  • Personal Development: Beyond just professional skills, there's an emphasis on personal growth and soft skills.

Real world example - Deloitte University:

  • Overview: Deloitte, a global consulting firm, has established Deloitte University, a state-of-the-art learning facility dedicated to the professional growth and development of its employees.
  • Impact: This initiative underscores the firm's commitment to continuous learning, fostering a culture where employees are encouraged to develop both professionally and personally.

Technological Integration

Definition: Embracing the latest technologies to facilitate collaboration, enhance productivity, and drive innovation.


  • Digital Collaboration: Tools like Slack, Zoom, and Trello enable teams to collaborate in real-time, irrespective of geographical boundaries.
  • AI and Automation: Routine tasks are automated, allowing employees to focus on more value-driven activities.
  • Data-Driven Decision Making: Leveraging data analytics to make informed business decisions.

Real world example - Atlassian's ShipIt Days:

  • Overview: Atlassian, a software company, hosts ShipIt Days, a 24-hour hackathon-style event where employees can work on any project they choose.
  • Impact: This initiative fosters innovation and creativity, allowing employees to collaborate and bring new ideas to the forefront. It also promotes team bonding and a sense of accomplishment.

Holistic Well-being

Definition: Beyond just professional success, New Work emphasizes the importance of mental, physical, and emotional well-being.


  • Work-Life Balance: Companies promote a balance between professional responsibilities and personal time.
  • Mental Health Initiatives: Programs and resources are available to address and support mental health concerns.
  • Physical Health: Emphasis on ergonomics, regular breaks, and even company-sponsored fitness programs.

Real world example - Patagonia's On-Site Child Care:

  • Overview: Patagonia, an outdoor clothing company, offers on-site child care for its employees.
  • Impact: This initiative supports employees in balancing their professional and personal roles. It leads to increased employee loyalty, reduces turnover, and promotes a family-friendly work environment.

Collaborative and Cross-functional Teams

Definition: Moving away from siloed departments to teams that bring diverse skill sets together for holistic problem-solving.


  • Diverse Perspectives: Teams comprise members from various backgrounds, departments, and expertise areas.
  • Innovative Solutions: With a mix of skills and perspectives, teams can come up with out-of-the-box solutions.
  • Shared Responsibility: Instead of a single department owning a project, responsibility is shared, leading to collective success or learning.

Real world example - Valve's Flat Structure:

  • Overview: Valve, a video game developer, operates without traditional managers. Employees choose which projects to work on and teams self-organize to get tasks done.
  • Impact: This structure fosters innovation, agility, and a strong sense of ownership among employees.

Flat Hierarchies and Decentralized Decision-making

Definition: Reducing layers of management and allowing decisions to be made closer to the operational level.


  • Faster Decision-making: With fewer bureaucratic hurdles, decisions are made more swiftly.
  • Empowered Employees: Employees at all levels feel their input is valued and can make a difference.
  • Adaptive Organizations: Companies can pivot and adapt more quickly to changing market conditions.

Real world example - Zappos' Holacracy:

  • Overview: Zappos, an online shoe retailer, adopted Holacracy, a system that eliminates traditional job titles and managers in favor of a self-governing approach.
  • Impact: This system decentralizes decision-making, promoting agility and adaptability. Employees feel empowered, leading to increased motivation and a more collaborative work environment.

Openness and Transparency

Definition: Promoting a culture where information is shared freely, and there's clear communication across all levels.


  • Informed Workforce: Employees have all the information they need to do their jobs effectively.
  • Trust Building: Transparency fosters trust between management and employees.
  • Feedback Culture: Open channels for feedback ensure continuous improvement and address concerns promptly.

Real world example - Buffer's Transparent Salary Formula:

  • Overview: Buffer, a social media management platform, has a transparent salary formula and makes all employees' salaries public.
  • Impact: This approach promotes fairness, trust, and transparency within the organization. It reduces wage disparities and fosters a culture where employees feel valued and treated equitably.

Challenges and Opportunities of New Work

Adopting the New Work model is not without its challenges. From ensuring effective communication in distributed teams to managing the blurred lines between work and personal life, organizations have their work cut out for them. However, the benefits far outweigh the challenges. Companies that successfully navigate this transition stand to gain in terms of employee satisfaction, innovation, and overall business growth.

Challenges of New Work

  1. Cultural Resistance: One of the most significant challenges organizations face when transitioning to New Work models is resistance from employees accustomed to traditional work structures. Changing long-standing practices and mindsets can be difficult, especially for those who have been part of a rigid work culture for years.
  2. Communication Barriers: With the rise of remote work and global teams, effective communication can become a challenge. Misunderstandings can arise due to different time zones, cultural nuances, or simply the lack of face-to-face interactions.
  3. Maintaining Work-Life Balance: The flexibility that New Work offers can sometimes blur the boundaries between professional and personal life. Employees might find it challenging to 'switch off' from work, leading to burnout and decreased productivity.
  4. Data Security Concerns: As work moves online and employees access company data from various locations and devices, ensuring data security becomes paramount. Organizations need to invest in robust cybersecurity measures to prevent breaches.
  5. Performance Measurement: In a flexible work environment, traditional performance metrics might not apply. Organizations need to redefine how they measure productivity and success, moving away from hours logged to the value delivered.
  6. Training and Skill Development: The New Work model often requires employees to adopt new tools and technologies. Organizations must invest in continuous training to ensure their teams are equipped to handle the demands of modern work environments.

Opportunities of New Work

  1. Tapping into a Global Talent Pool: One of the most significant advantages of the New Work model is the ability to hire talent from anywhere in the world. Organizations are no longer restricted to their geographical location, allowing them to find the best fit for a role, irrespective of where the candidate is based.
  2. Increased Productivity: Contrary to traditional beliefs, flexible work models often lead to increased productivity. Employees can work during their most productive hours, leading to better output and higher job satisfaction.
  3. Cost Savings: With fewer employees working from a physical office, organizations can reduce overhead costs related to real estate, utilities, and office supplies. This can lead to significant savings in the long run.
  4. Enhanced Employee Well-being: Offering flexibility and autonomy can lead to improved mental and emotional well-being. Employees who have a better work-life balance are less likely to experience burnout and more likely to stay loyal to the organization.
  5. Innovation and Creativity: The New Work model fosters a culture of continuous learning and collaboration. Diverse teams, coming together from different backgrounds and perspectives, can lead to innovative solutions and ideas.
  6. Building a Resilient Organization: Companies that adopt the New Work model are better equipped to handle disruptions. Whether it's a global pandemic or a technological shift, these organizations can adapt quickly, ensuring business continuity.

The New Work paradigm, while presenting its set of challenges, offers a plethora of opportunities for organizations willing to adapt and evolve. By addressing the challenges head-on and leveraging the opportunities, companies can not only survive but thrive in the modern business landscape. Embracing New Work is not just about staying relevant; it's about paving the way for a more inclusive, flexible, and innovative future.

How can you implement the New Work transformation?

Kienbaum stated in the "New Work Pulse Check" that 63% of respondents have started initiatives to establish a form of New Work in their companies. The focus is on the change in corporate culture and the use of mobile technologies.

But how can a company implement this change? Unfortunately, there are no step-by-step instructions, because New Work is not a standardized process, but a culture and leadership attitude. Therefore no to-do list can be prescribed - the change has to happen bottom up and top down and is individual for each company. In order to remain successful in the future, companies have to deal with New Work. They must modernize their culture and leadership, because the following generations X and Y strive for a sense of their tasks.

To implement New Work, one must first understand that the basic idea of it is to enable people to find meaning in what they are doing.

This can be achieved by enabling everyone to work self-organized and to pursue personal goals that intrinsically motivate them. In order to achieve this, the right structures must be created. Organizational hierarchies should be dismantled and organizations should transform themselves into a network organization, since control and micromanagement of tasks destroy self-organization and thus one cannot pursue one's own goals.

So that employees can pursue their own goals and thus intrinsically motivate themselves, appropriate framework conditions must be created. The OKR framework, for example, can make a contribution to this. A management framework that allows goals to be set both bottom up and top down. This mutual goal-setting process enables identification with the goals and can at the same time provide intrinsic motivation.

Finally, the way of thinking about leadership has to change. The task of a manager is no longer simply to delegate tasks in order to control them afterwards. He should act like a coach and mentor. Modern leadership consists of self-organized teams, which are empowered and supported by leaders.

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4 starting dimensions for New Work - The Detecon approach

Detecon, the consulting division of Telekom, defines four starting dimensions for New Work, all of which are relevant and must be designed together as an overall picture: People, Places, Tools and Principles & Regulations. These four components must fit in with the company's strategy to create a new culture that promotes change, enables it and breaks open silos. The focus is on aligning the work environment with the tasks of the employees to create an environment of individuality, flexibility, creativity, communication and collaboration. Furthermore, customer expectations are changing. There are several tools that help with this transformation. Every company has to find the right concept for implementation.

In the organization, the following three roles can help:

  • Enabler: New Work must be established in the company so that employees can work on creative new business ideas.
  • Catalyst: New Work creates a common understanding of values, which is the foundation for the new and agile cooperation. (New Work principles and building blocks)
  • Link: with each division of the units, the basic principles of New Work should be passed on. This allows collaboration within different units.

Exemplary New Work instruments

There are many tools and frameworks to implement New Work in your company. For each organization there are different approaches, which is why we have put together a list of possible instruments.

Digital Collaboration Tools

Description: These are software and platforms designed to facilitate seamless communication, collaboration, and project management across distributed teams.
Examples: Slack, Microsoft Teams, Zoom, Trello, and Asana.
Benefits: They bridge geographical gaps, enhance real-time communication, and foster a culture of collaboration.

Flexible Work Arrangements

Description: This encompasses various work models such as remote work, flexitime, and compressed workweeks.
Benefits: They cater to diverse employee needs, improve work-life balance, and can lead to increased productivity.

Continuous Learning Platforms

Description: Online platforms and tools that facilitate continuous learning, skill development, and professional growth.
Examples: Coursera, Udemy, LinkedIn Learning.
Benefits: They ensure that employees stay updated with the latest industry trends, technologies, and skills.

Feedback and Evaluation Tools

Description: Digital platforms that streamline the feedback process, making it more transparent, regular, and constructive.
Examples: 360-degree feedback tools, performance management software.
Benefits: They promote a culture of continuous improvement, transparency, and open communication.

Well-being and Mental Health Platforms

Description: Tools and platforms focused on promoting mental health, well-being, and stress management.
Examples: Headspace, Calm, Employee Assistance Programs (EAPs).
Benefits: They support employee well-being, reduce burnout, and enhance overall job satisfaction.

Purpose-Driven Project Management

Description: Strategies and tools that align projects with the larger purpose and mission of the organization.
Benefits: They ensure that tasks and projects resonate with the company's vision, leading to increased motivation and commitment.

Inclusive Communication Platforms

Description: Tools that ensure every team member, irrespective of their location or role, has an equal voice and can share their insights.
Examples: Intranet platforms, company forums, and suggestion boxes.
Benefits: They promote a culture of inclusivity, diversity, and mutual respect.

Adaptive Leadership Training

Description: Training programs and workshops focused on developing leadership skills suited for the New Work environment.
Benefits: They prepare leaders to manage diverse teams, handle uncertainties, and lead with empathy and vision.

Conclusion: Embracing the New Work Revolution

As the lines between technology, work, and life continue to blur, the New Work paradigm offers a roadmap for the future. It's a call to action for organizations and professionals to evolve, adapt, and thrive in this brave new world. Embracing the principles of New Work is not just a strategic move; it's a commitment to creating a more fulfilling, purpose-driven professional landscape.

FAQs on New Work

What is New Work?

New Work is a modern concept that represents the evolving dynamics of work in today's digital age. It emphasizes flexibility, autonomy, purpose-driven activities, and the blend of technology with human collaboration.

Who coined the term 'New Work'?

The term 'New Work' was introduced by Prof. Dr. Frithjof Bergmann in the late 1970s as a response to the socio-economic changes of that era.

Why is New Work relevant today?

With the advancements in technology, globalization, and changing workforce aspirations, traditional work models are being challenged. New Work offers a framework that aligns with the current needs, emphasizing flexibility, purpose, and technological integration.

How does New Work benefit organizations?

Organizations that adopt the New Work model can tap into a global talent pool, experience increased productivity, save costs, enhance employee well-being, foster innovation, and build a resilient structure.

Is New Work only about remote working?

No, while remote working is a component of New Work, the concept is broader. It encompasses various aspects like autonomy, purpose-driven tasks, continuous learning, technological integration, and more.

How can companies transition to the New Work model?

Companies can start by fostering a culture of trust, offering flexibility, integrating technology, promoting continuous learning, and emphasizing employee well-being and purpose-driven tasks.