Resultado: zombies

Pagar para trabalhar continua a ser tão comum entre as PMEs.

A sério, muito a sério! Ainda recentemente alguém de dentro de uma empresa cheia de trabalho me confirmava que também na sua empresa se pagava para trabalhar. Ou seja, o preço conseguido não pagava os custos incorridos para entregar a encomenda ao cliente. Por que tem de ser assim?

Escolher, encolher para servir um conjunto de clientes-alvo é doloroso e quase nunca a opção escolhida.

"when it comes to planning and building successful brands, more is simply more, not better.

My work with some of the most successful companies in the world has convinced me that the best commercial plans emerge from constraints – from strategic choices. Some business leaders loathe choice because, in a sense, making a choice means accepting a loss in the hopes of scoring a greater gain. When companies develop customer-based strategy, choosing to focus on a specific group of customers requires that they not focus on others. The loss is clear, and painful to the company that sees each and every customer as a profit-generating opportunity. The gain still needs to be materialized. After all, there are no guarantees that we have chosen the right customer opportunity.

So, rather than developing a strategy that delineates a clear but finite path forward, many organizations develop vague plans that leave their options open. Their teams do not have a single goal but a long list of goals. Some organizations make this noncommittal approach work. After all, when not committed to any single metric, you can claim success when any metric improves.

...

Brands that lack a clear strategy can get by and become “familiar” to customers, but because they lack specific meaning, they fail to deliver high value to the organizations that own them.

...

Perhaps worst of all, this execution-without-strategy approach stands in the way of organizational learning. If a company doesn’t make a choice, it might do well or it might do poorly, but either way, managers won’t have a clear sense as to why things played out the way they did."

Trechos retirados de "Big Picture Strategy- The Six Choices That Will Transform Your Business" De Marta Dapena Barón.