To change the fundamental premise upon which organizations are constructed necessitates a change in our collective understanding of what it means to be effective. Simply put, to be effective in a ubiquitously connected and pervasively proximate world is to be cognizant of the effects one intends to create, and that one actually brings about in both the social and material - both natural and physically constructed - environments. As effects are substantially distinct from goals and outcomes, an organization concerned first and foremost with its effects must maintain a heightened awareness of its interactions amidst the social and material environments in which it participates. This logic brings an organization to having as its primary concern the relationships it creates, out of which intended effects emerge, followed by the goals, objectives, and outcomes towards which it strives.
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