Technical jargon: What does "robust" actually mean?

It has swept the industry at a sporting pace, the new word, and we all have to be it right away: robust. When it comes to data, concepts, ideas and solutions, employees and customer relationships, it's no longer enough to just be good or suitable; they all have to be robust today. Why? Okay, the current situation in the industry and in society in general does indeed require more resilience than has been demanded in recent decades, given that a harsh wind is blowing, the earth is shaking and it's raining cats and dogs. Quite a lot at once. But why mount the lumberjack shirt right away?

Cut from good wood through agile times

We were supposed to be agile - elastic, tough, flexible like yew wood - and everyone has realized that by now because of digitization. Now, all of a sudden, we also need to be robust, hard and powerful like the oak that defies the raging storms. That's a lot to ask. So instead of turning to the forestry industry, let's turn to those who have been doing all this for a long time: athletes. Everyone who has ever been involved in sports at a decent level knows this. Along with speed, endurance and flexibility, strength is only one of four units on the path to athletic success. So off to the gym you go, dear advertisers and communications managers, but don't forget simple movement gymnastics, interval training and treadmills for all the bench pressing.