"effective strategy for a firm that makes and sells special products means saying "No" to some business - to customers who will not let you take differentiation and coherence sufficiently into account, who won't allow you to work beyond their uninformed ideas of what they think they need. A firm that makes and sells non-ordinary products cannot afford a client that won't honor or can't appreciate these factors.E que empresa é que pode aspirar a ter futuro, sem estar no negócio da escala, e do volume, e do preço mais baixo, sem ser criativa?
"If you want to be a really great creative company, you have to have a certain amount of cash flow, so you can afford to say 'no,' so you don't have to do something you don't really believe in." Sufficient cash provides freedom to attend to plot, which in turn makes it likely that you'll get more cash (more of your special kind of business, for which you can charge higher prices).
Cash can fund the maker's freedom, which, exercised, brings more cash."
E, nesta altura em que a criatividade pode ajudar a fazer uma grande diferença, como estão capitalizadas as PMEs?
Trechos retirados de "The Soul of Design" de Lee Devin e Robert Austin.