The agricultural society was for A-people -
The innovation society needs B-people!

Why do we still get up at cockcrow and when the cows moo, when only 5% of the population work within agriculture or fishing?

Why does everything have to take place in the same rhythm and pace, resulting in a huge problem with our infrastructure?

Why has the societal framework primarily been arranged to suit people working from 8 am to 4 pm?

Let the tyranny of A-time end. Let us create a B-society.
Let us create B-patterns in our work and in our families.
Let us have quiet mornings and active evenings.
Life is too short for traffic jams. Let us have more all-night shops!

There is a general consensus that, in the future, Denmark and many other countries will have to make a living from the inner processes of thought, i.e. ideas, creativity, innovation and design. In the innovation society we will be paid for thinking – and this work of thought is an inner process best stimulated when working rhythms and working hours are individual. It therefore becomes important to work when one is most productive.

B-society has good social economics as it generates quality of life as well as productivity if B-persons work when they are at their mental peak.   

B-Society is working towards a more flexible labour market.

B-Work is flexible and gives you the possibility to work in accordance to your own rhythm. This is both good economics for businesses and better life quality for people.

B-Society is convinced that it is necessary to change the industrial society’s centralized time discipline, where wherein everyone must arrive at a particular time of day and leave later at the same time, and where life is compartmentalized into time for work, time for family, time for leisure and time for vacations.

There is an enormous waste of resources in society, because of ‘morning lark’ organisation style, with rigid office hours and misunderstandings concerning work time efficiency. Today and tomorrow, much work is and will be carried out independent of time and place. More and more people can work anywhere and at any time, and more and more work is invisible in the process of production.

We should therefore move from Chronos time, designating the mechanical and apportioned clock to Kairos time, designating the most opportune times for work. Hence, it is about working at those times, when one is at his or her most productive, instead of being parked at work from one particular moment to another particular moment, in order to demonstrate one’s involvement, and then ultimately perform the most productive work at home in front of a computer in the evening hours.

It is a fact that it is unproductive for ‘owls’, who are dealing with knowledge, creativity and innovation, to be at work at 8:00 am. Owls are not being present mentally here, since their productivity peaks in the afternoon and in the evening. There are different rhythms for different people, and recognising this is good for the economy in an innovation-driven society.