{"id":26557,"date":"2023-06-13T07:09:17","date_gmt":"2023-06-13T07:09:17","guid":{"rendered":"https:\/\/www.emmaginer.com\/durmiendo-con-su-enemigo\/"},"modified":"2023-06-13T07:21:08","modified_gmt":"2023-06-13T07:21:08","slug":"durmiendo-con-su-enemigo","status":"publish","type":"post","link":"https:\/\/www.emmaginer.com\/ca\/durmiendo-con-su-enemigo\/","title":{"rendered":"Dormint amb l\u2019enemic"},"content":{"rendered":"<p>En els darrers anys estic observant un comportament curi\u00f3s a determinades empreses, sobretot aquelles que contin\u00faen ancorades al pensament dels 90 (encara que estiguin \u201cdigitalitzades\u201d). <strong>Totes s\u2019enreden a fer processos de \u201ctransformaci\u00f3 de marca\u201d<!--more--> nom\u00e9s a partir del moment en qu\u00e8 detecten que al seu mercat hi ha nous <em>players<\/em> que se les estan cruspint.<\/strong> Per a aquestes empreses, la \u201ctransformaci\u00f3\u201d \u00e9s quelcom puntual provocat per un agent extern en comptes d\u2019un proc\u00e9s evolutiu constant i intr\u00ednsec. A m\u00e9s a m\u00e9s, <strong>gaireb\u00e9 totes s\u2019obsessionen a \u201ctransformar\u201d la seva part <em>front<\/em> (logo, espais, producte) per\u00f2 s\u2019obliden d\u2019all\u00f2 que \u00e9s essencial: transformar la seva part <em>back<\/em> (els departaments transversals anomenats \u201cde servei\u201d i els procediments i eines que generen).<\/strong> El resultat: un desastre operacional fruit de la <strong>incoher\u00e8ncia entre el <em>front<\/em> i el <em>back<\/em>.<br \/>\n<\/strong><br \/>\n\u00c9s sorprenent que encara hi hagi tantes companyies que considerin la seva compet\u00e8ncia com l\u2019enemic a superar o a derribar. Fins i tot arriben a fer de tot aix\u00f2 l\u2019eix vertebrador de la seva estrat\u00e8gia empresarial. <strong>Moltes organitzacions madures, volent carregar-se una possible nova compet\u00e8ncia, no se n\u2019adonen que, en realitat, estan dormint amb el seu enemic, que s\u00f3n elles mateixes amb els absurds procediments interns que s\u2019han creat. <\/strong>A m\u00e9s a m\u00e9s, \u00e9s preocupant la miopia amb qu\u00e8 gestionen el tema, el patr\u00f3 del qual sempre es repeteix: la majoria de vegades la compet\u00e8ncia \u00e9s un nou <em>player<\/em>, m\u00e9s petit, auda\u00e7 i \u00e0gil, que apareix de cop i volta al mercat sense complexes i parla directament a l\u2019usuari. Les empreses que han estat dominant el sector fins llavors reben una sacsejada. Estan apoltronades a la seva maduresa i, tot i que sovint no se n\u2019adonen, viuen en una cont\u00ednua etapa d\u2019establiment de processos, centralitzacions i auditories que les fa estar m\u00e9s centrades al <em>back<\/em> que al <em>front<\/em>. Tota nova proposta, sigui del que sigui, \u00e9s analitzada, calibrada, auditada, mesurada, comparada, verificada. <strong>Mentre les empreses madures estan immerses en els seus <em>checks<\/em> i verificacions i en coordinar les agendes per a fer reunions, els nous<em> players <\/em>van creant disrupci\u00f3 i ampliant m\u00e9s i m\u00e9s el seu mercat sense demanar perm\u00eds i d\u2019una manera que de vegades pot arribar a ser fins i tot temer\u00e0ria.<\/strong> Per a ells l\u2019acci\u00f3 va per davant de l\u2019an\u00e0lisi, la disrupci\u00f3 va per davant de la <em>compliance<\/em>, aconseguir una audi\u00e8ncia devota va per davant de les auditories. Amb tot all\u00f2 de bo i de dolent que comporta actuar aix\u00ed. Quan les empreses madures deixen de mirar-se el melic i alcen el cap dels formularis, s\u2019adonen que han aparegut aquests nous <em>players<\/em> amena\u00e7adors. Maldestrament, contracten un parell de projectes als consultors de torn i decideixen que cal fer una \u201ctransformaci\u00f3\u201d que implica normalment un <em>rebranding<\/em>: canvien el logo, reorienten el producte, envaeixen les xarxes socials amb noves campanyes adre\u00e7ades a un nou p\u00fablic que volen captar, &#8230; Aix\u00f2 no est\u00e0 malament, per\u00f2 <strong>la novetat queda limitada a all\u00f2 extern. Per dins, contin\u00faen essent aquelles empreses paral.litzades per l\u2019an\u00e0lisi i on els departaments de <em>back<\/em> viuen m\u00e9s pendents del procediment que del negoci. <\/strong>Vet aqu\u00ed la miopia: <strong>no serveix de res \u201ctransformar\u201d el <em>front<\/em> si no es fa el mateix amb el <em>back<\/em>.<\/strong> <strong>I aqu\u00ed \u00e9s on els nous <em>players<\/em> ho tenen tot a favor, perqu\u00e8 el seu <em>back<\/em> va all\u00e0 on vagi el seu <em>front<\/em> (insisteixo, amb tot el que t\u00e9 de bo i de dolent), en el seu afany de fer que les coses passin.\u00a0\u00a0 <\/strong><\/p>\n<p>Aix\u00ed doncs, la gran difer\u00e8ncia entre els <em>players<\/em> madurs i els <em>players<\/em> que estan a la seva primera joventut no est\u00e0 a l\u2019exterior, sin\u00f3 a l\u2019interior. <strong>Per m\u00e9s que es facin rentats de cara, en un entorn com l\u2019actual ser\u00e0 complicat que una empresa orientada a procediments i <em>compliance<\/em> superi una empresa on l\u2019exploraci\u00f3 i la potencialitat a nivell disrupci\u00f3, innovaci\u00f3 i contacte directe amb la comunitat de clients s\u00f3n la norma.<\/strong> S\u00ed, \u00e9s clar, es poden muntar tots els <em>lobbies<\/em> que es vulgui per a aturar els aven\u00e7os, per\u00f2 ja sabem que all\u00f2 nou, m\u00e9s d\u2019hora que tard, acabar\u00e0 obrint-se cam\u00ed (afortunadament).<\/p>\n<p>Potser la soluci\u00f3 \u00e9s que les velles marques deixin de veure els nous <em>players<\/em> com la compet\u00e8ncia a superar. Potser <strong>la soluci\u00f3 \u00e9s aconseguir espais de col.laboraci\u00f3 entre marques m\u00e9s joves i marques m\u00e9s madures que siguin capaces d\u2019unir el millor dels dos escenaris <\/strong>pel b\u00e9 de la industria, de la societat i dels seus consumidors. Perqu\u00e8 <strong>un m\u00f3n d\u2019alliances on tots guanyen sempre ser\u00e0 m\u00e9s pr\u00f2sper que un m\u00f3n de compet\u00e8ncia on nom\u00e9s pot guanyar un. <\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En els darrers anys estic observant un comportament curi\u00f3s a determinades empreses, sobretot aquelles que contin\u00faen ancorades al pensament dels 90 (encara que estiguin \u201cdigitalitzades\u201d). Totes s\u2019enreden a fer processos de \u201ctransformaci\u00f3 de marca\u201d<\/p>\n","protected":false},"author":3,"featured_media":26550,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[154],"tags":[1827,1828,1200,1125,1829,1089,851,456,1830],"class_list":["post-26557","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticies","tag-collaboration-ca","tag-disruption-ca","tag-neworganisations-2-ca","tag-neworganisations-ca","tag-oldvsnew-ca","tag-peopleandorganisationrocks-ca","tag-powertothepeople-ca","tag-sexyhr-ca","tag-shakingorganisations-ca"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Dormint amb l\u2019enemic - Emma Giner<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.emmaginer.com\/ca\/durmiendo-con-su-enemigo\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dormint amb l\u2019enemic - Emma Giner\" \/>\n<meta property=\"og:description\" content=\"En els darrers anys estic observant un comportament curi\u00f3s a determinades empreses, sobretot aquelles que contin\u00faen ancorades al pensament dels 90 (encara que estiguin \u201cdigitalitzades\u201d). 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