sábado, março 13, 2010
Auditorias internas que acrescentam valor (parte VI)
A paixão por procedimentos (parte I)
O Grande Geometra
Pre-conceitos
sexta-feira, março 12, 2010
O PEC e Peres Metelo (parte I)
Comunicação, comunicação, comunicação
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Research by CEB's HR consulting and workforce survey division, CLC Genesee, recently discovered that productivity of the employees that both experienced change and expect more change to come decreased by 66%. Simply put, almost two-thirds of all employees are 33% as productive as they can be because they don't understand what they are now asked to do."
quinta-feira, março 11, 2010
Para lá da esquizofrenia
- "Números "dramáticos" do INE exigem políticas de criação e preservação de emprego - BE" (Moi ici: O emprego é como o lucro, são consequências, são resultados, não são objectivos para os quais se trabalhe directamente, surgem sempre por tabela)
- "Números do INE não são simpáticos" (Moi ici: Só agora? Não mudou nada!!! Esquizofrenia... a tal que nos leva de bestial a besta em trinta dias)
- "Ministro das Finanças pede confiança na Economia portuguesa" (Moi ici: Propaganda, marketeiros... querem promover uma marca abstracta... não existe produto só imagem)
- "Economia nacional contrai 0,2% no quarto trimestre"
- "O motor da economia está gripado. Crise reduz potencial de crescimento"
- "Economia caiu um por cento no último trimestre de 2009"
Recordar: Não há erro humano!!!
Clientes-alvo e Proposta de Valor (parte III)
“Entities at each level deliver value to customers at the next level. Each entity in a chain, except consumers, is thus a value delivery system. At each level there may be many other comparable entities, which are often in competition.
In addition to these levels, there are often entities of importance to an organization that do not buy or sell that organization's product. (Moi ici: Quem se concentra no produto que fabrica tem dificuldade em descobrir esta realidade.) They are not in line with the main levels in the chain, but they may be crucially important. Such off-line entities include regulators, legislators, governmental services, various politicians, the local community near a plant, standard-setting bodies, various kinds of thought-leaders, suppliers of non-competing products to entities in the chain, consultants, or third-party payers such as insurance companies. Usually these off-line entities are also VDSs in their own right and may be very important to understand.”
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“For each business, the customer entities at some level in the chain will be the most essential for the organization to understand. The proposition delivered to these customers will determine the business's success, even if the organization is only indirectly involved in its delivery and even if other customers in the same chain are more immediate customers. These most essential customers are primary entities. The more immediate customers between the organization and these primary entities are best understood as supporting entities; in this case, they are intermediaries. Other supporting entities may include suppliers, off-line entities, or customers of the primary entity, for example”
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“Entities (organizations or individuals) which are at the most distant level in the chain where these criteria are still met should be considered the primary entity. For, it is the choice of value proposition to these customers that must shape the design of the business.”
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“On the other hand, the primary entity is not necessarily the customer at the last level of the chain. Nor is it necessarily what is usually meant by `end-user.'”
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“Whenever the primary entity is separated from an organization by one or more levels in the chain, the levels in between can be understood as intermediaries. A channel of distribution is usually an intermediary between a manufacturer and its primary entity. However, intermediary entities are not unimportant. ”
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“A complicating factor in understanding the value delivery chain is the implicit assumption that an organization's task is to please the entities at all levels in the chain. Sometimes it is unavoidable, when delivering the most important value proposition in a chain, to deliver an inferior value proposition to entities at one or more other levels in that same chain. (Moi ici: Este é o truque... se apostar em seduzir o consumidor com uma proposta de valor superior... a distribuição pode sentir-se obrigada a trabalhar com a minha empresa e nas minhas condições porque pressionada pelo consumidor. Qual tem sido o percurso de muitas marcas? Abdicar de trabalhar junto da mente do consumidor e, desviar recursos daí para a relação com a distribuição... mas a distribuição não está parada e também tem as suas marcas. E depois aparecem as Centromarcas a queixarem-se "Agarrem-me senão mato-me!") In fact, deliberately choosing to do so can be nothing short of strategically brilliant.”
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“Once an organization realizes who the real primary entity should be, it must ensure that those primary entities are delivered the right value proposition. This is the primary value proposition, which is delivered by the primary value delivery system. This VDS includes actions by the organization but may also include those of intermediaries and others in the chain. To motivate these other entities to participate in this larger VDS, an organization must also deliver supporting value propositions to these other entities. Thus, to make money in a value delivery chain means designing both primary and supporting VDSs”
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Para reflexão
quarta-feira, março 10, 2010
PEC e chaves perdidas.
Pensar no futuro
Para reflexão
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Além dos 500 mil desempregados, que vieram para ficar, as novas gerações que estão
a entrar no mercado de trabalho vão enfrentar condições duríssimas de sobrevivência. Muitos não serão capazes de sair de casa dos pais. Outros - alguns já com mais de 30 anos - terão de regressar perante a impossibilidade de encontrarem trabalhos capazes de os sustentar. Outros ainda terão de emigrar. O que o país lhes oferece são mais impostos e menos oportunidades. Talento e energia serão por isso desperdiçados. A geração rasca deu agora lugar à geração à rasca. Não é bonito, não é elegante, é apenas Portugal - apesar de Sócrates lavar sempre mais branco. Com ele é tudo uma campanha." Estas políticas são do mesmo tipo das que foram aplicadas na Letónia.)
terça-feira, março 09, 2010
Abençoada Grécia
Clientes-alvo e Proposta de Valor (parte II)
Quando facilito a criação de um mapa da estratégia procuro chamar a atenção não só para o cliente directo mas também para outras entidades no ecossistema.
Michael Lanning no seu livro "Delivering Profitable Value" sistematiza este tema de uma forma muito útil e clara:
“An organization may buy products from suppliers, then sell its own product to an immediate customer, who may sell it as is or incorporated into a larger product, to another customer.
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“An organization should ask, `Where in the value delivery chain are the greatest potential opportunities to deliver value profitably? Are there customers further out on the chain who could derive greater value from a different value proposition? What would the winning value delivery system therefore be? What actions and resources of the various entities, including our own organization, would have to be used to deliver it?”
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“Organizations often assume too great an importance for the most immediate customers, thus failing to ensure that customers farther removed, who may be more crucial to the organization's long-term profitable growth, get the right value proposition. (Moi ici: Falha fundamental de quem se concentra na relação com o seu cliente-directo, a grande distribuição, e abandona, deixa à corrosão, a força da marca que influencia o consumidor final... pois só este pode "mandar" na grande distribuição) They sometimes focus too exclusively on the more distant customer, without properly understanding the intermediary customers. Rather than make a prioritized, disciplined choice within the chain, the customer-compelled instinct assumes that customers at all these levels should be totally satisfied.”
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“To avoid these confusing errors, an organization designing a business must start by recognizing the value delivery chain and determining the most important level of customer entity in it, which is the level where the greatest value delivery potential exists. Customers at several levels may be crucial to the business's design and success, but the most important value proposition must be delivered to the most important level of customers. Recognizing this level in the chain is not always an obvious task, however. Doing so requires a thorough understanding of the value delivery chain structure.”