How to Design Demand for the Future of Work

Pete Sena
7 min readSep 21, 2021
Lo-fi style drawing of a desk with office supplies on it and a bookshelf above. Everything is in a neon soft pink and there is a desk light flashing as an animation.
Image by Author

By now, you’ve probably heard the “Great Resignation.” Month after month, millions of people are voluntarily leaving their jobs. According to a recent Microsoft survey, around 54% of Generation Z — the newest workforce members — are already considering quitting their jobs.

And the reasons? Money, flexibility, and happiness top the list.

So, if you’re a businesses owner that wants to attract and retain talent, remote work is here to stay.

And if you’re the talent, then you’re in a great position to design the working life you want.

In either case, coworking can be critical to your success. That Microsoft survey calls hybrid work “the next great disruption.”

Now, I might be jaded because, in 2018, I became one of the co-founding partners of District, New Haven. We created it as a coworking community on steroids — a comprehensive ecosystem that helps people and businesses at all stages thrive.

Picture of coworking space at District New Haven. There is a lounge area with a sofa, coffee table and desk. And multiple long coworking desks with computer desktops for people to work in the space.
Image of District New Haven

We had a great ride for the first couple of years (which we’ll get into more in this article), but then, like every other public-facing business, the pandemic hit District and coworking in…

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Pete Sena
Pete Sena

Written by Pete Sena

I help founder-led businesses design demand 📈 ⚡️3X Founder / Operator / Investor | Ready to design demand for your brand? 👇 linktr.ee/Petesena

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