As the covid pandemic struck and upended her art school project, Nathalie Nahai showed tremendous foresight when reflecting on the societal upheaval and its implications for sustainable business practice. In her newly released book, Business Unusual, she collects and elucidates important wisdom about how to ready your work for the unavoidable changes in consumer values, priorities and expectations.

We talk to Nathalie about how people are becoming more aware of their value systems, opting for local production and accepting higher prices. We touch upon the importance of friction, and helping people navigate a cascade of decision-making. Finally we also discuss the shift into virtual working spaces, with its limitations but also many opportunities, benefits and untapped potential.

(Listening time: 43 minutes, transcript)

• Full transcript for episode 277 (coming soon!)
  
• Nathalie’s website
  
  • LinkedIn: https://www.linkedin.com/in/nathalienahai/
    
  • Twitter: https://twitter.com/nathalienahai
    
  
  
• Companion website for Business Unusual
  
• All Nathalie’s Books (Business Unusual, Web Branding for Small Businesses, and Webs of Influence)
  
• The Hive Podcast
  
• Virtual signalling
  
• Four C’s framework:
  
  • Commitment,
    
  • Congruent in word and action,
    
  • Consistent over time with a visible track record,
    
  • Coherent in intention and behaviour
    
  
  
• Pollyanna principle
  
• Metaverse
  
• Episode 255: Trustworthy with Margot Bloomstein
  
• Episode 65: UX and Sex
  
• Episode 56: Interview with Nathalie at Conversion Jam 3
  
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