O estilhaçar do século XX

Continua a minha leitura de "Prime movers" de Rafel Martinez e Johan Wallin.

Segundo os autores, quando pensamos na abordagem da criação de valor devemos olhar para a oferta como o resultado de de três conteúdos:

O potencial de criação de valor ao longo de cada uma das dimensões da oferta dependerá do sistema de criação de calor de cada cliente.

Assumir isto e querer fazer parte do processo de criação de valor do cliente, apostando na co-criação de valor, requer o aumento da granularidade ou resolução, para permitir a diferenciação requerida por cada cliente.

Reparem só nesta linguagem usada:

"Enhanced 'granularity' or 'resolution' was not present in the traditional, 'industrial' logic. There, supply and demand factors were considered at a fairly aggregated level, (generic) products and (mass) markets. For example, car manufacturers didn't think of their customers as individuals, but viewed them as a mass of buyers (markets or market segments) who bought the same product.
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As the potential for interactivity between the firm and its environment increases, being able to specify the contribution of each individual party participating in value co-production is of great help. Instead of throwing products at undifferentiated market 'sinks', in co-productive situations, companies must decide which of their firm-specific capabilities to deploy for each specific customer."

Leio isto e recordo a suckiness dos gigantes.
Leio e isto e recordo o plankton tão querido às Heinz e às Procter & Gamble deste mundo.
Leio isto e recordo Seth Godin:

"The defining idea of the twentieth century, more than any other, was mass.
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Mass gave us efficiency and productivity, making us (some people) rich. Mass gave us huge nations, giving us (some people) power. Mass allowed powerful people to influence millions, giving us (some people) control.
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And now mass is dying."

Voltando a Ramirez e Wallin:

"Customers have different priorities in their value creation, and offerings targeted at them reflect these. The characteristics of the offerings can include low-risk solutions; low-cost solutions; broad relationship-based offerings, co-produced with a distributor or not; co-learning initiatives; facility of integration into customer systems; and so on. As customers' value creation conditions evolve, the offerings — and thus the capabilities brought in to make them possible, must be altered.
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The more the types of 'fit', the more granularity or resolution is required, also with respect to capabilities. From a customer's point of view, a value constellation has an architecture designed around each individual customer, with manysuppliers targeting this customer with different offerings. The logic is the same: offering architecture will be judged in terms of 'fit' with customer value creation."

Aquele, "The more the types of 'fit', the more granularity or resolution is required, also with respect to capabilities", é poderoso. A explosão de tribos e a progressiva incapacidade dos gigantes para se adaptarem ao estilhaçar do mundo da massa. Mongo! Terra de artesãos.

Já cheguei a pensar que Mongo seria de artesãos e suas cooperativas. Talvez um dia, para já ainda é cedo. Antes dessa fase teremos empresas mais pequenas, pelos padrões do século XX,  focalizadas em nichos. Só que com o fim mitigado da geografia, esses nichos têm alguma dimensão.