Coerência

Na passada sexta citei esta história numa empresa que pretende ter um modelo de negócio via internet:

"While working at Hotjobs.com, Marc Cenedella noticed a puzzling gap in the online search world. Jobs boards were full of possibilities great for entry- and mid-level job seekers but didn’t hold much work for executives. Those job seekers looking for higher-paid jobs were frustrated, and many companies and recruiters didn’t post jobs for senior candidates. Cenedella’s small idea was to create a job site focused exclusively on $100k+ jobs. He launched his company, The Ladders, in 2003. To encourage as many companies as possible to post their openings on his site, the original business model offered free job posting for companies and charged a fee to job seekers who wanted access to the site. The Ladders site quickly attracted upscale, out-of-work executives. While small and midsize companies were posting any jobs they had that paid over $100k+ on the site, large corporations weren’t using it. Cenedella was puzzled until one of his sales reps brought back the answer. Corporate human resources people questioned the company’s value: “How good could the site be if it’s free?” Cenedella took this to heart and adjusted his business model. As soon as he started charging companies a fee, the site took off. Today, it’s the number-one site in the world for filling $100k+ jobs."

Trecho retirado de "Breakthrough Branding" de Catherine Kaputa