Martin Kübler on How Macroeconomics Change Everything

Soaring interest rates and inflation mean that businesses need to act smart on the decisions they make. After twenty years of work in the national and international insurance industry, CURAZE mentor Martin Kübler now works as a self-employed Senior Advisor offering legal advice on restructuring and strategic reorientation

by Natascha Zeljko | 09 Aug, 2022
Martin Kübler on How Macroeconomics Change Everything

1. What are the main issues or drivers in today’s business world?

When it comes to macroeconomics, long-term drivers include the interest rate hikes at central banks and the rise of inflation. These two central factors influence the investment decisions of all capital providers, which means venture capital tends to be awarded more selectively. However, it also means that investment decisions in new business areas must be evaluated differently within the companies themselves.

Another central topic is ESG in all its facets – including regulatory ones. On a corporate level, AI, predictive analysis, and digital transformation across all business areas are the drivers, along with productivity and efficiency in individual business areas underpinned by ESG requirements at European and national levels.

This has an impact on organizational structures, management, and corporate culture, and, overall, makes for a complex backdrop.

2. ... And what are the biggest challenges?

Again, these are different topics, but they always interact: global economic development accompanied by its familiar exogenous shocks, which I don‘t need to list in detail here. And, on a corporate level, leadership culture, the shift to New Work, the skill level of employees, our aging society, and the shortage of young specialists and managers.

3. Which innovations and tech trends do you find particularly exciting?

As I mentioned before, meaningful data analysis to fulfill customer needs in the area of health and safety. Also, embedded insurance, which is the next big thing in my opinion, as especially in our "mobile-first society", products and services are handled online in all areas of life.

4. What idea, product, or thought leader has excited or inspired you lately?

The not-so-new idea of helping people in their homes with meaningful services and products across all areas of life by using account transaction analyses, whether in the vitally important sector of health care, or in income protection now and in old age.

Organizing help and support in such a way that any impending loss of benefits, illness, or other damage does not occur in the first place and is avoided. See above, where I discussed predictive analysis.

5. Why do cultural change and digital transformation go hand in hand?

As described above, a change process such as digital transformation can only take place if the organization is ready for it. In the vast majority of cases, this requires a change in the understanding of leadership, cooperation, and collaboration across teams and structures. This process can only be discovered, not imposed.

6. In one sentence, what is one topic that we should no longer be discussing in five years?

The expansion and development of the digital infrastructure in Germany.

7. What makes companies successful in the long run? What makes leadership successful in the long run?

Filling central positions in the company with "entrepreneurs" who think strategically and have leadership qualities, because, along with capital, personnel is key. This should be supported by sensible capital allocation to the business units.

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