Getty Images Today’s businesses are caught between the rock of maintaining collaboration and productivity, and the hard place of moving from a static to a hybrid office. In the midst of an ongoing global pandemic, these organisations need to formulate a strategy for the future, where the “new” normal is likely to be the “established” normal. It was these quandaries that inspired Xerox to initiate the Make NOW Work programme. The scheme empowers organisations everywhere to challenge old norms and work differently, to not only survive but thrive – harnessing data, automating workflows, personalising at scale, and creating flexible workforces.