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A New Euro Working Trend: The Hoffice...

Stop me when you've had enough.  

DATELINE: Stockholm.  You've got multiple people working out of a house.  You might think these are The Hoffjust connected professionals getting together because they're bored.  But no!  It's a new working revolution!

It's called Hoffice.  What's Hoffice, you ask?  I've got what you need.  More from BusinessWeek:

"In a Stockholm apartment, two people sit at a blond wood dining table, tapping away at their laptops. Two more sit at a similar table in the kitchen. One man reclines with his laptop in a chair, his feet resting on a small ottoman. The atmosphere is cozy, with a cluttered bookshelf and a fresh pot of coffee. It looks like an Ikea catalog, but it’s not, and none of these people live in the apartment. They’re just using it as their office as part of a co-working movement called Hoffice.

Hoffice—home, office, get it?—is the creation of Christofer Franzen, 35, a Swedish psychologist who studies how people can work more efficiently. Last year, after finishing his master’s thesis, “he was tired of working in cafes and had this idea: What if my friends and I got together to work?” says Gosta Tingstrom, 52, a friend of Franzen’s who works as a business consultant. Neither has an office, so they gathered some other friends and started working out of one another’s homes—for free."

Now, I'd be prepared to call BS on calling this a movement.  Then they actually do something interesting from an OD perspective:

"The co-founders teach every Hoffice the same set of productivity principles. Members, of which there are no more than 10 or so at a time, divide their 9-to-5 workday into 45-minute increments, with 15-minute communal breaks to play games or run around outside. Several studies, most notably a 1993 American Psychological Association survey of violinists, have found that people get more done when they work in short bursts.

Before each 45-minute session, Hoffice workers tell the room what they hope to accomplish—finish a spreadsheet, say, or track down a client. Later they reveal whether they succeeded. “We believe that makes you more committed to do what you want to do,” Tingstrom says. “It also holds you accountable—if a goal seems too lofty, Hoffice workers help the person come up with something realistic.” Halfway through, they all take an hour-plus lunch break. The host is reimbursed for groceries, which is the only part that currently costs money."

I was prepared to call these people commies, because I'm a big old, American winning machine.  Then they turned their excuse for a commune into an interesting micro-goal setting mechanism.

Long live the Hoffice for that reason.  No word yet whether David Hassellhoff is coming in for the brand equity/naming convention connection.



As long as the Night Rider theme is playing in the background during breaks, I am 100% on board.

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