segunda-feira, dezembro 07, 2020

Superpoderes

Qual é o superpoder da sua empresa? 

"You wouldn’t hire FedEx to safely transport a fragile large item across the country. Their superpower is speed, not avoiding jostling. On the other hand, an art transport company might take a bit longer to get the vase to your new home, but their white-glove treatment (with actual white gloves) would make them an obvious alternative to FedEx.

You can choose anyone and we’re anyone” is not a useful way to earn customers, patrons, or supporters. Because if you’re anyone, it’s worth mentioning that a search engine is happy to point people to plenty of other people who are as anyone as you are.

In order to deliver speed at a low price, FedEx had to commit. They made a significant number of choices all focused on that one metric. If you try to ship a very large (but very light) box via FedEx, you’ll discover that instead of costing $30, it costs $450. That’s because it breaks their system, and their system is their superpower.

When we think of an artist we admire, we’re naming someone who stands for something. And to stand for something is to commit."

Trecho retirado de "The practice: shipping creative work" de Seth Godin.

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