Misión
por Alberto Levy | 03 de Julio de 2008 | Preguntas
Definir la Misión es declarar en qué colina habrá de ser plantada la bandera.
Recuerdo el momento impresionante en el que el primer humano plantó en la luna la bandera. Este es el concepto de Misión.
Qué necesidades decide la empresa satisfacer, con qué funcionalidades, con qué habilidades distintivas que le permitan ofrecer mejor que nadie qué productos y servicios, hoy y mañana.
Ejemplo Necesidad: Viajar con máxima seguridad desde el punto A hasta el punto B.
Funcionalidad: Aeronavegación jet.
Habilidad Distintiva: Servicio sublime en todos los “momentos de verdad”.
Productos/Servicios: Clases……………………..en Rutas…………………….
Hay una palabrita en inglés absolutamente clave en este tema. “Benchmarking”. Quiere decir copiar al mejor en lo que queremos mejorar. Pero me gusta más “Disrupción”, quiere decir cambiar las reglas de juego del Modelo de Negocio.
Pero los conceptos de Misión y de Visión deben derivarse de la proporción de valor de la Marca. Deben deducirse de «Que marca muestra marca (que promete) mejor que la marca enemiga». SALIENCIA ES EL OBJETIVO DE UN PLAN DE NEGOCIO.
La marca define la promesa de métrica a cumplir que la empresa compromete con clientes, consumidores y colaboradores.
La misión es qué va a hacer la empresa para cumplir esa promesa.
Misión es en qué conflictos competitivos la empresa decide luchar innovando sin parar para crear valor económico para los accionistas. En qué actividades decide especializarse una ciudad.
Visión es perspectiva inteligente de esa misión en el futuro y qué cultura, qué administración y qué recursos deberá configurar en qué mercados.
Marca es la promesa con la que ganará o no esos conflictos.
Es importante destacar que Marca no es sólo el nombre de un producto particular. Marca es también la promesa completa institucional de la empresa.
British Airways es la marca/promesa sombrilla de la compañía que define qué Misión puede formular para crear valor económico para sus accionistas. En el momento de esa formulación, por ejemplo, dada la percepción que el mercado tiene de British Airways como empresa, British Airways puede lanzar una Primera Clase de alto nivel y que sea creíble.
British Airways, es sombrilla institucional. Primera Clase excepcional es un producto que integra la misión.
ATENCION: ¿Qué le copiarían a usted por ser sublime? Ese es el concepto de Habilidad Distintiva.
En la mayoría de las empresas en las que trabajamos tratamos de implantar el concepto de “Vector Fuerza”. Este quiere decir el “grito de guerra” en el que la estrategia baja a toda la organización y es compartida por todos sus miembros. En British Airways, por ejemplo, es “Putting People First”. Esto quiere decir “gente en serio, gente gente, atendiendo a gente en serio. Atendiendo a gente, GENTE”.
Ejercicio de Misión
Preguntas
1. ¿Cuánto irradia lo que marca la marca afuera de la empresa en la definición de en
qué negocios (productos y servicios) la empresa se ha de dedicar para crear valor
económico para el accionista?
2. ¿Desde la Identidad de su empresa y el sistema de marcas que esa Identidad abarca
o podría abarcar -qué “permiso simbólico” le otorgan los mercados a su empresa-
cuán variables son los negocios que usted ha pensado en la pregunta anterior?
3. ¿Qué sistema de necesidades, entonces, ha usted decidido satisfacer o, en otras
palabras, en qué conflictos competitivos ha usted decidido apostar sus recursos?
4. ¿Qué tecnologías (funcionalidades) usted va a emplear para satisfacer esas necesidades? Y mañana?
5. Su empresa dispone de habilidades (know how, dominio de esas tecnologías) superiores que sus competidores para emplear esas tecnologías? Y mañana?
6. ¿Entonces, qué productos-servicios decide ofrecer? Y mañana?
7. ¿Cómo está alineada su gente -TODA SU GENTE- para combatir en esos conflictos competitivos?
Piense en todas las áreas de su empresa.
Piense en todos los niveles jerárquicos de su estructura.
Piense en mañana como si llegara dentro de un ratito.
Daniel Dvorkin
03 de Julio de 2008 a las 16:28
¡Muchas gracias Alberto! Tus artículos me resultan súper interesantes.
Conz
03 de Julio de 2008 a las 17:57
Adhiero a los comentarios anteriores
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