Rethinking Work: Seismic Changes in the Where, When, and Why

In this lackluster program, Tobaccowala (Restoring the Soul of Business), chief growth officer at the advertising firm Publicis Groupe, expounds on how managers and executives can adjust to recent technological and cultural changes in the workplace. He asserts that the convulsions of the Covid era made employees more likely to believe that their job isn’t their identity while accelerating the rise of remote and gig work. Opining on how to adapt, Tobaccowala offers such obvious suggestions as keeping in “constant communication” with employees to make sure they’re supported even while working remotely. He encourages readers to embrace AI but doesn’t give much detail on how besides touting the need for supervision to ensure the software’s output is safe and legal. There’s a striking lack of evidence throughout, as when he asserts that maintaining at least some in-person interaction between employees improves learning, builds relationships, and enhances problem-solving without citing a single source. The occasional real-life examples are presented in such truncated form that they illuminate little. For instance, Tobaccowala attempts to emphasize the enduring importance of human workers in the AI age by positing that Delta’s “talent and culture” gives it an edge over American Airlines, but he doesn’t elaborate on what qualities differentiate Delta’s culture or how it leads to higher profits. This falls flat. Agent: Giles Anderson, Anderson Literary. (Feb.)