Alberto Levy. Director de Consultoría, Innovation & Growth. Deloitte Latin America Countries Organization

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Innovación y Libertad

por Alberto Levy | 02 de Septiembre de 2008 | General

Vamos a imaginarnos un círculo de vinculaciones sucesivas. Este círculo puede hacerse más completo y sofisticado, pero esta primera aproximación debería ser lo suficientemente clara como para, en otro momento, incluir más etapas intermedias. Veamos, comenzando con la primera estación de nuestro recorrido. La Marca.

  1. Marca. Partimos de la base de que las diferentes empresas del mercado “de lo que sea”, se disputan un lugar de ese mercado. Esto es, pretenden existir en función de que alguien compre ese “lo que sea”. Cada empresa logrará este anhelo si alguien elije su marca en lugar de elegir otra marca “de lo que sea”. Si esa marca pretende que la elijan por su precio más bajo, sus costos deben ser mucho menores que los de las demás empresas. Si no es así, esa empresa se va a fundir y desaparecer en una guerra de precios con las demás, que también se van a fundir, haciendo un estrago en la sociedad por el efecto de dejar en la calle a todos los miembros de esa empresa y a todos los miembros de las empresas competidoras en el mercado “de lo que sea” ( a no ser que en otro mercado de “otro que sea” haya mucha necesidad de gente y esta gente que tenía experiencia en el mercado “de lo que sea” es rápidamente contratada). Entonces es mejor que la gente prefiera esa marca no por precio sino por otro atributo que la diferencie de las demás. Con lo que llegamos a la segunda estación: la Diferenciación.
  2. Diferenciación. Todas las empresas del mercado “de lo que sea” buscan sobrevivir a esa guerra, por el bien de sus miembros, sean accionistas o no. Para ello, cada marca debe encontrar alguna razón por la cual la gente la elija y la prefiera y le sea leal. Si no se diferencia por algo, se extingue por no tener valor en “lo que sea” para quienes la comparan.

  3. Innovación. Entonces las empresas encuentran esa diferenciación que les permite soñar con seguir existiendo para siempre. Pero esto es imposible. Si esa diferenciación realmente funciona, otras empresas se la van a copiar. Si se la copian, van a terminar compitiendo por precio y se van a fundir. Entonces tienen que saber diferenciarse otra vez y otra vez y otra vez para sobrevivir en el mundo “de lo que sea”.
  4. Habilidades. Saber diferenciarse otra vez y otra y otra, depende de qué sabe hacer esa empresa, o sea, la gente de esa empresa, mejor que la gente de todas las demás empresas haciendo “lo que sea”. Si no tiene habilidades que la diferencien de las demás, no va a poder seguir innovando para ofrecer un “lo que sea” mejor que las demás empresas. La lucha debe seguir. La alternativa es cerrar y partir con la música a otra parte. Pero no quiere cerrar. No quiere irse. Quiere seguir. Quiere triunfar. Quiere descubrir. Quiere inventar. En definitiva, nada menos, quiere invertir.
  5. Viabilidad.Si no encuentra cómo hacerlo, terminará compitiendo por precio, perdiendo plata, perdiendo capital, y se va a fundir. Y las demás que tampoco tengan la habilidad de innovar para diferenciarse, también se van a fundir. Si todas se funden en el mercado de “lo que sea” y no hay mercados en “otro que sea”, mucha gente va a perder su plata y su trabajo, sean accionistas o no.
  6. Bienestar. Si, en cambio, cada empresa busca una razón por la que su marca sea preferida por un grupo de gente del “lo que sea” y otra marca por otro grupo y otra por otro, y cada marca se especializa por algo especial para alguien especial, entonces todas sobreviven si los que compren “lo que sea” las consideran valiosas. A cada una por su valor para alguien, para algunos “alguienes” que prefieran ese “lo que sea” diferente de los demás “lo que sea”. Entonces muchos pueden seguir “haciendo” (qué verbo tan explícito) plata y trabajo.
  7. Emprendimiento. Para que este continuo generador de bienestar se haga realidad, los emprendedores (accionistas o no) serán los que se arriesguen a continuar emprendiendo día a día, todos los días, este emprendimiento en el que nunca podrán decir (accionistas o no) “llegamos” sino sólo “estamos yendo”. Nunca es el “ser”, siempre es el “devenir”. Entonces el emprendedor debe sentir ese fuego sagrado de seguir. Y seguir. Y volver a seguir.
  8. Libertad. “Fuego sagrado” es el nombre de este “juego” en el que los “jugadores” (accionistas y no) sienten que tienen toda la libertad posible para seguir arriesgando lo que fueron lo que son y lo que serán para seguir creando valor en lo que sea. Valor quiere decir Valor para los accionistas, Valor para los que siguen ese fuego sagrado trabajando por ese sueño aunque no sean accionistas, Valor para el cliente y Valor para la sociedad. Este es el verdadero significado de una “marca”. Y este círculo virtuoso comienza otra vez, todos los días, para siempre.


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    Mi opiniòm es que no veo este “juego” como un circulo virtuoso sino vicioso porque no tiene fin.Tiene lìmites? en analisis matematatico todo puede tender entre cero o infinito. Leo palabras como valor,emprendimiento,hacer,lucha, triunfo,sobrevivir….los actores requieren gran espiritu y motivaciòn para que este circulo sea virtuoso y no vicioso. Interesante articulo para intercambiar opiniones.

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    El mecanismo parece perfecto. Me preocupa el escenario. Es aplicable en todos los casos? Concretamente: puedo jugar el Fuego Sagrado en Argentina hoy ? En el punto 5) de alguna forma hay que abrir la viabilidad a distintos niveles. Otra solucion es tener distintas versiones del juego para atender diferentes idiosincrasias. No es igual Argetina que Brasil o Peru actual, aunque los objetivos de las empresas sean los mismos

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