Num mundo que requer cada vez mais concentração e foco, há cada vez menos espaço para bruce jenners medianos.
Quantas empresas são capazes de assumir este risco de se focarem em algo à custa de menosprezarem outras opções?
"“Ikea is so good at so many things. Why is it so bad at delivery?”Como não recordar o clássico "What is strategy?" de Porter:
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ultimately, it comes down to focus:
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Ikea refuses to expose itself to the idiosyncracies of its customers,” [Frances] Frei says. “There is no way they could do their own delivery with that signature Ikea crisp efficiency—there are too many variables. So they make you conform to them.” Ikea makes great stuff cheap—and that is the draw.
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As the authors put it, this is a case study in how a large retailer can succeed by failing. This is the essence of focus. Ikea focuses on cost and the a big part of it is also educating your customers that delivery is not the preferred option to purchase its products and that customer service is not something you should expect. Since this allows the firm to reduce its cost even further (potentially), it is the “definition” of focus: doing something poorly and using it to do something even better."
“The essence of strategy is choosing what not to do,”
Trechos retirados de "Ikea: Why is it so bad at delivery?"
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