In life there are always at least two sides as they say: Where there is light, there is also shadow. Where there are winners there must be losers. The glass may be half full or half empty. At the moment we are vehemently promoting the wonder of the “online world”. Almost at a pace like the “good?” old capitalism that we so frowned upon today. It can’t be downshutted long enough before everyone is online. It is like always in life: the first pioneers are noticed and applauded, behind them the race for the best places begins. In the old “offline world” it was no different! The first business concepts with the best locations were almost a programmed success … but how does someone with a bad business situation, as the hundredth concept with average prices … do you think that “online” works differently? The rules of the game always remain the same, the context and the players change …

Worldview . The truth arises in the eye of the beholder. The worldview of the advocates of constructivism. Life is always up and down, undulating, not in a straight line, faster and sometimes more continuous. The worldview of a systemist. Life is change. This is how people see it who like to change, shape, innovate. Preservers tend to see it less that way. If you don’t keep up with the times, you keep up with the times. Some entrepreneurs say, whose employees prefer to indulge in the power of the habit of their job comfort rather than bow to the power of those whose payroll they are on, because: who pays creates. Everything is new in May. Or the June to April. Consumer freaks say that sustainability fans don’t like to see it that way. If you’re in a hurry, go slowly. That would be what Confucius would say. An old wisdom.

Online versus offline . Welcome to the arena of conflict of the 21st century! The games have just started – I hope you have already reserved the best seats. If not, you’re running late. Or not? Maybe too early for the next festival program? If, from a systemic point of view, the much-dubbed “corona crisis” has at least made a contribution to hygiene, deceleration and perhaps value thinking, it is undisputed that it has a central influence on the online topic. Multi-perspective. Complex. Not overlooked. Positive or negative? Yes, that is a question of consideration and the value system, and in order to evaluate this we would all need a common value system that would transparently describe which parameters would lead to a positive and which to a negative evaluation. On the basis of valid information and data. We don’t have that, and that’s another topic you can read about on one of my blogs too. But observed in a value-neutral way, it cannot be dismissed and is – also constantly propagated by politics, business, society and co. – provides a central focus on the topic of the online world. Many people have relocated part of their real “offline life” to the virtual world. Obvious. At least temporarily. In a meaningful way?

Yes, that is much more complex to look at. Basically, the online world is not new, at least not for everyone. Basically we have a wonderfully functioning “offline world”, that is, a real, not virtual functioning of our systems. At least until now. Temporarily very limited. Probably working a little differently in the future. And that has to be the case when online “is part of the new world”, because: The sum of the whole is always 100%. Mathematics is not everyone’s (male / female) passion – somehow, because it “creates suffering” for many. More like the challenge of getting through school positively, not investing huge sums in tutors, etc. But not in the sense of great enthusiasm.

The world is not enough . That is at least one title of the popular “James Bond 007” films from 1999. But one has more and more the feeling that this was not just a Hollywood fiction at the time, but is a fact of our world today. Many companies compete against time to see who is faster, better and more successful in the online market. Funding from the chambers so that companies can finally advance their online business. Closed retail space that you can and should handle everything online. Yeah eh Theoretically. Looking at the world with rose-colored glasses. Desirable way. But in reality? Aren’t we just as naive as one of the other stakeholder groups in the “corona crisis” is assuming if the opinions are not the same?

As a systems scientist and cyberneticist – if you want to share my passion, or are at least willing to read on – you would have to look at the system to be considered with its relevant environment, the parameters within it with the associated interactions, and then define a system goal (target corridor) according to which the system organizes itself. Sounds complex, it is. More about this in other blogs and in our online formats, but for now in practical terms: The online world into which we as entrepreneurs, consumers, suppliers, employees, students, politicians and whoever else should go, should one day be defined as an overall system in order to see: who is there in this world, who plays which role and has which function, who can contribute how, who controls what / whom / when / how / where, and who has what information in terms of Transparency? Which rules apply, when are you in, when are you out, and: how do you connect this world with the real world … if you don’t want to let it function completely detached and detached?

Numbers data facts . It is mostly not what it seems. To understand the complexity of the economy – and this is what a large part of the beloved online world is about – needs to be explored further at this point, but we are devoted to this elsewhere in our blogs, online formats, webinars or in our consulting services – and training solutions. Let’s focus on a classic micro, small and medium-sized company – SME for short – of which there are countless in Austria. According to KMU-Forschung Austria with published figures on their webpage ( ) there are around 337,800 companies and thus 99.6 percent of all companies that generate around 482 billion in sales annually with just under 2 million employees. There are successful and less successful ones. But actually, in 99.6% of all companies, we can undisputedly describe at least this corporate system as systemically relevant. Perspective 2017/2018.

“Never trust a statistic that you have not falsified yourself.” Is a popular saying and should not be incorrectly dismissed if you look at “falsified” symbolically as follows: Who is behind it, who is interested in the numbers looking the way they look, what was collected and how, how valid are they lying data and information, such as a graphic is shown true to scale, etc. (more on this elsewhere at Systhat – Remember: “Corona numbers”). But in order to understand the basic functioning of the Austrian economic system, this is a good starting point and sufficient. So our economy. Companies that have a return on sales after the financial result (profit after tax divided by the achieved sales, in percent) of 4.9%, at least had. Retrospectively 2017/2018. Before the system crisis. A solid indicator of courageous entrepreneurs in the offline and online world. The mainstay of the system.

Bravehearts entrepreneur . The intervertebral discs in the backbone of the systems. Roughly speaking, these entrepreneurs generate an average of almost 5% profit from the turnover that you have to leave in the company so that it strengthens its equity cushion and has enough internal financing power to innovate in future business success. This usually also requires external financing, for example through the banks. For the first time, that sounds logical and quite understandable because we have left out a lot of complexity here. Because such an entrepreneurial Braveheart has to cope with a multitude of challenges and ultimately must always bear responsibility for the company and its systemic function if he lives the entrepreneurial role correctly according to the textbook. An entrepreneur has to be persistent. This is what his employees say because they usually want to keep their jobs secure for a long time. Of course, it can be a little more wages every year. And then a lot of taxes and duties have to be paid, because after all they are part of the entire system that has to be nourished by something. From the employer and the employee. Because where does the state get the money for unemployment benefits? Yes, from the associated budget, but this pot also has to be filled. And the entrepreneur has to be innovative, because he has to know today (actually already knew yesterday, for today’s customer) what the customer wants or what the customer (or future customer, if we haven’t won him over yet ) want to have in the future. As if the customer even knew it. Then you would know the need, but have not yet awakened any needs. He has to be flexible – adapt to all requirements from the corporate environment if he wants to be successful. Or at least viable. He has to be able to think from multiple perspectives in order to please everyone, employees, customers, suppliers and owners, when the company is not in his possession. In other words: He must be able to square the circle. At least in the closest corporate environment. We have not yet taken the perspective of an onion, i.e. inner core, next layer, overlying onion layer, and next … So if you want to continue thinking about the economy, chambers, state politics, exports / imports, tariffs, trade regulations , right down to the culture of the country of their supplier, where they source the raw materials. If you want to play on an equal footing there, you have to know the rules of the game and stick to them. Oh yes, and of course you still have to be a private person. Spouse, father / mother, daughter / son of their parents, boyfriend / girlfriend, etc. Are you already smoking your head? And yet we have left out almost all of the complexity. Necessarily. Companies do all of this as the intervertebral discs of our backbone. Buffer, cushion, balance, function silently. Unnoticed, until they no longer function “smoothly”. And anyone who has already had disc problems probably knows best what “not smoothly” means. Painful without end. Paralyzing. Partly irreversible.

On the dogmmen. The great race and the reality. Good, and when you have mastered all of this, you simply have to transform your business model, which works well in the real “offline world”, into the virtual world, and do the business there that you miss in the offline world. Or more, of course. Naturally. Please, please right away. But it doesn’t work that immediately, or it doesn’t work that way at all. Because these are different systems that function differently, have different parameters, different modes of action, different goals, different rules of the game, different control levers. There are business models that only work well online from an economic point of view, those that only pay off offline, including hybrids, of course. And then it always depends on when you get in and how you present yourself. Because as already mentioned: Even in the online world there is only a whole of 100%. In terms of market space, presentation options, to suppliers, customers, interested parties, etc. It sounds insanely populist and effective in advertising when entrepreneurs “should finally offer their solutions online” – come out of the Stone Age, so to speak. Why? It’s necessary? Does it make sense in the long term? Is there an “available more” there immediately, at the push of a button or with a swipe of the swipe numerous customers who are just waiting for you and your business model? Then that would be … the land of milk and honey. Or just a dream world.

Just as you had to build a business model in the real “offline world”, you have to do the same in the online world. You need time and money. You need a long-term goal that you want to pursue in a sustainable, lengthy, continuous manner. An idea that you want to offer on the online market and that your future customers also see useful and meaningful. Something that you feel called to do and that is one of your personal competencies. Build a business model on it that pays off like that of the SMEs shown above, in other words: There must honestly be something left at the bottom of the last sum, if you have taken ALL expenses and expenses into account. After all, the Internet isn’t free, and your home office time isn’t worth less than your time in the office, if you’re serious about it. You need business space – a virtual shop instead of the physical shop, virtual rooms instead of the rented office space. And there you are at home in your pajamas with your notebook in the double bed and your private art collections in the background of the video conference, just as unsuitable as a dingy shop with an entrepreneur in the same look, and that in a poor location in a part of the city. The presence. You also need office hours and employees if you are planning a larger business model that you have to equip with infrastructure as in your office. You have to communicate, discuss, interact, trade. Effective, efficient and targeted. Do you leave the business door / office space open, the PC running without a password when you leave, the credit card details are unprotected for everyone and the windows open so that everyone can get in? No, you don’t do that in the offline world? But why not, most do in the online world. Because you don’t even know it, therefore you don’t notice it, and because you get poor feedback on it. Did you look for your company, your shop all by yourself, set it up, equip it, and put it into operation? Neither? Then why do most of them do that with their online business? But you are certainly the only one who offers your business model in the whole city / region, unique and well-known from day one, so that the doors are broken every day. What, also not? Yes, but why do you think when you “go online” that this is the case on the online marketplace ???? So in the good old offline world you have an advertising board on the street, a signpost in the city, a beautiful company, an attractive shop, networks and associations where entrepreneurs support each other, customers / interested parties in the immediate vicinity Do you know and recommend them, and of course regular customers who always loyally and purposefully steer towards you without looking left and right to see if there is anything else comparable? No, not even from the first day, immediately profitable, but painstakingly built up over time? Yes, but why do you think that this is the case with a quick online solution in this system ??? If you appear on the 76th page of the search engine for “Delivery Vienna”, do you really believe that your customers have the leisure, time and desire to search until they are found ??? Yes, of course, search engine optimization, web presence, energy and initiative, permanent market communication, a high-performance IT structure, etc. and the problem is solved. Understood. All “no problem” if you know how. Of course. The Braveheart “entrepreneur” mentioned above can also learn all of this from now on and implement it successfully. Actually yesterday. Because he has to survive today, earn something to stay in business. Which is a bit naive, isn’t it? So Easter is over, the Easter egg hunt is over, I wish all of us entrepreneurs the best of luck that customers are now looking for our business models in the constantly growing, ever more intransparent online world! Or you have persevered with your good “old offline community” and are now opening up your offline business completely “old style”. That will at least make you visible. Or do you want to combine the best of both worlds “omnichannel-like”, so offline and online? Thought complex, but watch out for the fragmentation of forces, because the sum is always 100%. And you can always do your best, and that’s always enough. So, good luck!

What is your observation about it, what have we not yet considered? We look forward to your comments and your contribution to the world impact model, so that together we can have a better view of things. Let’s SYSTHAT!

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