Fugir da comoditização

Um excelente exemplo de fuga à comoditização com a subida na escala de valor:

"Some professions, however, are already demonstrating ways to embrace failure. For example, there’s an uncharacteristic explosion of creativity among accountants. Yes, accountants: Groups like the Thriveal C.P.A. Network and the VeraSage Institute are leading that profession from its roots in near-total risk aversion to something approaching the opposite. Computing may have commoditized much of the industry’s everyday work, but some enterprising accountants are learning how to use some of their biggest assets — the trust of their clients and access to financial data — to provide deep insights into a company’s business. They’re identifying which activities are most profitable, which ones are wasteful and when the former become the latter. Accounting once was entirely backward-looking and, because no one would pay for an audit for fun, dependent on government regulation. It was a cost. Now real-time networked software can make it forward-looking and a source of profit. It’s worth remembering, though, that this process never ends: As soon as accountants discover a new sort of service to provide their customers, some software innovator will be seeking ways to automate it, which means those accountants will work to constantly come up with even newer ideas. The failure loop will continue to close."

Este exemplo fascina-me porque, empresa atrás de empresa, vejo reveladoras curvas de Stobachoff e as previsões de Jonathan Byrnes e, acho esta abordagem tão necessária e útil. As empresas precisam de destrinçar o crescimento saudável do crescimento envenenado, precisam distinguir os clientes bons dos clientes maus e, perceber que um cliente honesto, que paga tudo como combinado e quando combinado, pode ser mau para o negócio.
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Claro, os que defendem o passado em vez de conquistar o futuro, vão querer impor barreiras à entrada, vão fazer lobby junto dos poderes para se criar mais legislação que traga trabalho, vão pôr o complicómetro a funcionar e desviar-se do essencial: co-criar valor com os clientes.
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Aposto que o Nuno anda por estes caminhos da co-criação
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Trecho inicial retirado de "Welcome to the Failure Age"
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Este texto "It’s All for Your Own Good", sobre o "nudging" indicado no FB pelo João Pereira da Silva também tem algo a ver com isto.