This is the 10th of Havas PR’s “11 Trends for 2016.”
After decades of increasing emphasis on theoretical knowledge, the tide is turning. Now book learning is nothing special. Anyone can get access to information in books and lectures on virtually anything. In fact, the world’s most prestigious universities are offering the fruits of their knowledge free to the whole world in MOOCs. Now it’s practical hands-on skills that are becoming less common and more valued. Hence the growing need for practical, experiential learning that turns the what of content into the how of application. Some might see echoes of old-style apprenticeship systems in that, and they have a point, but there are important differences. Apprentices of old learned from experience, on the job, but they learned from only one master. The emphasis was on obedience and copying to acquire the sort of tacit knowledge that can’t be learned as theory. Today’s experiential learners benefit from self-feeding cycles of theory and practice, with access to a great range of masters and applications. They have a growing selection of organizations aiming to provide rich mixes of learning. And they are free to innovate.