Connected companies

"The Old ApproachCompanies used to interact with customers only episodically, when customers came to them.
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The New ApproachToday, thanks to new technologies, companies can address customers’ needs the moment they arise—and sometimes even earlier. With connected strategies, firms can build deeper ties with customers and dramatically improve their experiences.
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The UpshotCompanies need to make continuous connection a fundamental part of their business models. They can do so with four strategies: respond to desire, curated offering, coach behavior, and automatic execution.
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A seismic shift is under way. Thanks to new technologies that enable frequent, low-friction, customized digital interactions, companies today are building much deeper ties with customers than ever before. Instead of waiting for customers to come to them, firms are addressing customers’ needs the moment they arise—and sometimes even earlier. It’s a win-win: Through what we call connected strategies, customers get a dramatically improved experience, and companies boost operational efficiencies and lower costs.
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In our research we’ve identified four effective connected strategies, each of which moves beyond traditional modes of customer interaction and represents a fundamentally new business model. We call them respond to desire, curated offering, coach behavior, and automatic execution."

Trechos retirados de "The Age of Continuous Connection"

Desafios

"When setting team goals, many managers feel that they must maintain a tricky balance between setting targets high enough to achieve impressive results and setting them low enough to keep the troops happy. But the assumption that employees are more likely to welcome lower goals doesn’t stand up to scrutiny. In fact, our research indicates that in some situations people perceive higher goals as easier to attain than lower ones — and even when that’s not the case, they still can find those more challenging goals more appealing."

Trecho retirado de "Why You Should Stop Setting Easy Goals"

"Variety isn’t infinitely valuable"

"Seeing this ever-expanding variety and choice as advantageous to consumers is tempting. The economic theory that governs many Americans’ understanding of consumer choice posits that a free, competitive market should drive down prices on the best-quality stuff. But in the arms race to sell as many sandwich bags or beach towels as possible, a problem has become clear: Variety isn’t infinitely valuable.
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Those infinite, meaningless options can result in something like a consumer fugue state.
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For a relatively new class of consumer-products start-ups, there’s another method entirely. Instead of making sense of a sea of existing stuff, these companies claim to disrupt stuff as Americans know it. Casper (mattresses), Glossier (makeup), Away (suitcases), and many others have sprouted up to offer consumers freedom from choice: The companies have a few aesthetically pleasing and supposedly highly functional options, usually at mid-range prices. They’re selling nice things, but maybe more importantly, they’re selling a confidence in those things, and an ability to opt out of the stuff rat race."

Trechos retirados de "There Is Too Much Stuff"

Don’t design for average

“Don’t design for average.
Metrics, and especially averages, encourage you to focus on the middle of a market, but innovation happens at the extremes. You are more likely to come up with a good idea focusing on one outlier than on ten average users.”

Trechos retirados de "Alchemy: Or, the Art and Science of Conceiving Effective Ideas That Logical People Will Hate" de Rory Sutherland.

Uma revolução que vai ter de acontecer

A propósito disto "Tight job market squeezing smallest businesses":

"Low unemployment and rising wages are creating hiring challenges for companies of all sizes. There were 7.5 million unfilled jobs on the last business day of March, according to the Labor Department.
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Smaller businesses often experience lower job growth, but they seem to be having a particularly tough time adding workers in today’s job market."

Recordar o impacte sobre o aumento dos salários desligado do aumento da produtividade e da inevitável destruição de empresas incapazes de subirem na escala de valor a uma velocidade adequada:

• Como aumentar a facturação quando não se pode aumentar a produção por falta de pessoas? (parte IV)
• "Espero que não vos tremam as pernas quando as empresas começarem a cair como tordos"

Nos próximos anos vai haver muito pranto e ranger de dentes da parte dos empresários com o locus de controlo no exterior.

"fabulously efficient"

Há dias num programa na TV cabo onde dois indivíduos percorrem a América profunda em busca de antiguidades, um deles delirou ao encontrar os restos de uma bicicleta de 1880. Isso foi motivo para passarem imagens de marcas de bicicletas dos nos 20 e 30 do século passado. Nessas imagens o que mais me marcou foi a muita preocupação com o design e a pouca preocupação com a eficiência pura e dura.

“Likewise it is absurd for the French to have so many local varieties of cheese, and yet this variety and scarcity seems to add to our pleasure. Contrast it with the US cheese industry thirty years ago – which was fabulously efficient and centred on a small number of states. In the 1990s there seemed to be only two varieties of cheese, a yellow one and an orange one, and neither was much good. Similarly, before the recent revolution in craft beer, the range and quality of American beer was dismal; however, since American brewing has become magnificently diverse and inefficient, the US has gone from being the worst country for a beer drinker to visit, to the best.”

Recordar estes delírios.

Considerar este título "Consumo de cerveja artesanal bate recordes".

"Diversificação da oferta agrada aos portugueses, que são os principais consumidores fora de casa na Europa.
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entre abril de 2017 e abril de 2019, as vendas desta categoria de cervejas cresceram 88% em valor e 112% em quantidade, num mercado global que evoluiu 8% em valor e 5% em quantidade, no mesmo período. Considerado apenas o último ano, o acréscimo foi de 10% em valor e 15% em quantidade, três a cinco vezes mais do que os 3% do mercado total de cervejas."

Pensar na race-to-the-bottom entre cervejeiras industriais que julgam que o preço e a eficiência são tudo. E como não recuar a Loulé em Novembro de 2007?

Trechos retirados de "Alchemy: Or, the Art and Science of Conceiving Effective Ideas That Logical People Will Hate" de Rory Sutherland.

Mongo e magia (parte VII)

Parte I , parte II, parte III, parte IV, parte V e parte VI.

“GPS devices know everything about what they know and nothing about anything else.
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The reason we don’t always behave in a way which corresponds with conventional ideas of rationality is not because we are silly: it is because we know more than we know we know.
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The trouble with market research is that people don’t think what they feel, they don’t say what they think, and they don’t do what they say.’ Trivers and Kurzban explained the evolutionary science behind that conundrum: we simply don’t have access to our genuine motivations, because it is not in our interest to know.
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Evolution does not care about objectivity – it only cares about fitness.
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If it helps us to perceive the world in a distorted fashion, then evolution will limit our objectivity. The standard, naïve view, as Trivers observes, is to assume that evolution has given us senses which deliver an accurate view of the world. However, evolution cares nothing for accuracy and objectivity: it cares about fitness.
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For a business to be truly customer-focused, it needs to ignore what people say. Instead it needs to concentrate on what people feel."

Trechos retirados de "Alchemy: Or, the Art and Science of Conceiving Effective Ideas That Logical People Will Hate" de Rory Sutherland.

Operacionalizar uma estratégia

Uma estratégia, qualquer que ela seja, não passa de uma ideia. Para que tenha algum impacte numa organização tem de ser traduzida em acção.

Acção significa saber: o que fazer; por quem, até quando, com que recursos.

Ou seja, a estratégia tem de ser operacionalizada em actividades muito concretas, muito específicas.

“1. Selecting existing capabilities that need to be enhanced and/or new capabilities that need to be introduced into the sourcing, operations and selling activities
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2. Identifying enabling practices that will help and support the development of the required capabilities; the practices will affect the structure, systems and culture of the business
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3. Developing specific initiatives to install those practices and to directly build the required capabilities
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4. Moving from initiatives into actions that directly impact the system. These actions must also generate feedback to enable us to track the effects of the changes introduced.
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This last step is critical: if there is no change in what people actually do, the strategy process will have no positive impact on the system.
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A clearly stated competitive strategy can build a coherent collective intention, which can help to integrate the efforts of all the members of the firm.”

Recordar:

• BSC numa IPSS (parte VI) (Julho de 2014)
• Transformar uma empresa de forma alinhada com a estratégia (parte VIII) (Agosto de 2018)

Imagem e trechos retirados de “What's Your Competitive Advantage?” de Paul Raspin

Ecosystem marketing

"In essence, ecosystem marketing is about understanding the market as a network of participants and being able to influence the right actors at the right time.
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Companies used to last 75 years.  Now the average company dies or disappears in 15 years.
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Companies die for a number of reasons.  One growing reason is that the company’s leaders do not understand the ecosystem that supports the company.
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Ecosystem marketing is the process of positioning your idea, message or product in the right ecosystems to gain visibility, engage prospects, capture attention, and create customers.  It is the process of discovering, analyzing, understanding, and taking marketing actions – in four distinct yet interrelated ecosystems:
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Company,
Competitor,
Category, and
Customer.
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Company ecosystems are defined as the digital neighborhood in which your business is located to include your partners, suppliers, and distributors. It is your business ecosystem.
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An economic community supported by a foundation of interacting organizations and individuals—the organisms of the business world. The economic community produces goods and services of value to customers, who are themselves members of the ecosystem. The member organisms also include suppliers, lead producers, competitors, and other stakeholders. Over time, they coevolve their capabilities and roles, and tend to align themselves with the directions set by one or more central companies."

Trechos retirados de "“Ecosystem Marketing: The Future of Competition” – Christian Sarkar and Philip Kotler"

Mongo e magia (parte VI)

Parte I , parte II, parte III, parte IV e parte V.

“People are highly contradictory....Our very perception of the world is affected by context, which is why the rational attempt to contrive universal, context-free laws for human behaviour may be largely doomed.
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Economic exchanges are heavily affected by context and attempts to shoehorn human behaviour into a single, one-size-fits-all straitjacket are flawed from the outset – they are driven by our dangerous love of certainty: However, this can only come from theory, which by its very universal nature doesn’t take context into account.
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I hope it will free you slightly from the modern rationalist straitjacket, and help you understand that many problems might be solved if we abandoned the rationalist obsession with universal, context-free laws. Once free of this constraint, you might have the freedom to generate magical ideas, some of which may be silly but of which others will be invaluable."

Trechos retirados de "Alchemy: Or, the Art and Science of Conceiving Effective Ideas That Logical People Will Hate" de Rory Sutherland.

Curiosidade do dia

A propósito de "Défice externo salta para 2,5% do PIB no primeiro trimestre":

"Segundo os dados publicados esta terça-feira pelo Banco de Portugal, o saldo conjunto das balanças corrente e de capital fixou-se em -1.231 milhões de euros, o que compara com -78 milhões de euros em igual período de 2018."

Juntar a "Endividamento da economia sobe para 356,8% do PIB no primeiro trimestre"

Mongo e magia (parte V)

Parte I , parte II, parte III e parte IV.

“it is perfectly possible to be both rational and wrong.
Logical ideas often fail because logic demands universally applicable laws but humans, unlike atoms, are not consistent enough in their behaviour for such laws to hold very broadly.
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The drive to be rational has led people to seek political and economic laws that are akin to the laws of physics – universally true and applicable. The caste of rational decision makers requires generalisable laws to allow them confidently to pronounce on matters without needing to consider the specifics of the situation. And in reality ‘context’ is often the most important thing in determining how people think, behave and act: this simple fact dooms many universal models from the start. Because in order to form universal laws, naïve rationalists have to pretend that context doesn’t matter.
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Logic requires that people find universal laws, but outside of scientific fields, there are fewer of these than we might expect. And once human psychology has a role to play, it is perfectly possible for behaviour to become entirely contradictory.
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While in physics the opposite of a good idea is generally a bad idea, in psychology the opposite of a good idea can be a very good idea indeed: both opposites often work."

Um tema que abordo há anos quando recordo os que pensam que a economia é como a física newtoniana ou galilaica. Um tema que também abordo quando recordo que o preço é contextual



Trechos retirados de "Alchemy: Or, the Art and Science of Conceiving Effective Ideas That Logical People Will Hate" de Rory Sutherland.

Outro regresso

Depois do regresso do vinil, da cassete, das livrarias, das ... eis o regresso dos catálogos em papel, "How to Use Catalogues in a Digital Age".

"For decades, retailers used catalogues — often hundreds of pages thick — to showcase their inventory and sell products via mail or telephone orders.
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But with the rise of e-commerce, catalogues fell out of favour.
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Marketers say they’ve started to see a rebound in the last couple years, mainly from online brands, which now fill the mailboxes of their millennial consumers. They see mailings as a low-cost alternative to advertising on search engines and social media, where costs have risen as more companies look for new customers online. Today’s iteration of catalogues are slimmer and less product-driven. Consumers are encouraged to purchase items online, often with a special discount code in the catalogue.
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“I think digital communications are starting to overwhelm people, and a well-designed piece of print advertisement can be an unexpected touchpoint,”
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Unlike the dense catalogues of the past, mailers today are shorter because there’s no longer a need to feature every single product a brand carries when the online shop is at a consumer’s fingertips.
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Many catalogues now look more like magazines, and some brands produce editorial content."

"not because you figured out how to spend money to interrupt more and more strangers"

"If you can figure out how to embrace the true fans, they’ll go ahead and spread an idea–not because you want them to, but because they want to.
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Your ability to reach a tiny group of committed fans is essential. But the work spreads because of the fans, not because you figured out how to spend money to interrupt more and more strangers."

E em Mongo isto vai ser cada vez mais verdade.

Trecho retirado de "It’s all horizontal (and books went first)"

Nichos

Trabalhar para nichos:

• Ex-trabalhadora da Salsa calça mulheres com pés grandes
• Lavoro apresenta bota nova para o exército

"Never quote a price before..."

"So, when it comes to pricing, here's the most essential rule--the pricing rule that always produces both the most sales and the most profit:
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Never quote a price before the customer fully understands the benefit of buying.
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"The specific price varies depending on exactly what you order, how you pay for it, and so forth. I'm sure we can make an arrangement that will work for both of us, but in similar situations, companies like yours spend in the range of [low price] to [high price.]"
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The client goes "Whoa! That's way more than we can afford!" You win, because now you know this isn't a prospective client, so you can end the conversation without wasting more of your valuable time.
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Or the client nods and says something like, "Why such a large difference in price?" You continue with "it depends on exactly what you want to accomplish..." and segue back to talking about the benefits."

Trechos retirados de "The Single Most Essential Rule About Pricing"

Sinais de Mongo por todo o lado

Sinais de Mongo por todo o lado.

Desta feita a explosão de marcas, a ascensão das marcas das empresas pequenas, o triunfo do numerador sobre o denominador.

"The fast-moving-consumer-goods industry has a long history of generating reliable growth through mass brands. But the model that fueled industry success now faces great pressure as consumer behaviors shift and the channel landscape changes. To win in the coming decades, FMCGs need to reduce their reliance on mass brands and offline mass channels and embrace an agile operating model focused on brand relevance rather than synergies.
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Consumers under 35 differ fundamentally from older generations in ways that make mass brands and channels ill suited to them. They tend to prefer new brands, especially in food products. According to recent McKinsey research, millennials are almost four times more likely than baby boomers to avoid buying products from “the big food companies.”
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And while millennials are obsessed with research, they resist brand-owned marketing and look instead to learn about brands from each other. They also tend to believe that newer brands are better or more innovative, and they prefer not to shop in mass channels.
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Explosion of small brandsMany small consumer-goods companies are capitalizing on millennial preferences and digital marketing to grow very fast. These brands can be hard to spot because they are often sold online or in channels not covered by the syndicated data that the industry has historically relied on heavily.
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Retailers have also taken notice of these small brands. According to The Nielsen Company, US retailers are giving small brands double their fair share of new listings. The reason is twofold: retailers want small brands to differentiate their proposition and to drive their margins, as these small brands tend to be premium and rarely promote. As a consequence, small brands are capturing two to three times their fair share of growth while the largest brands remain flat or in slight decline"

Trechos retirados de "The new model for consumer goods"

Curiosidade do dia

A caminho da Sildávia.

Acerca da comunicação

Comunicação objectiva?

Não, isso não existe, ponto!

Imagem retirada daqui.

A tradição do linho para o século XXI

Muitas vezes recordo aqui no blogue a artesã de Bragança:

"Ontem, em casa dos meus sogros vi uma boa hora da programação do Porto Canal. Numa reportagem sobre as inúmeras feiras que nesta altura se realizam em todo o Norte do país, a certa altura, numa feira transmontana, uma artesã dizia que não havia mercado para as suas colchas de linho... talvez haja, se calhar, deixou foi de frequentar estes espaços.
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Talvez precisasse de frequentar outras feiras, noutros países, talvez precisasse de divulgar os seus produtos na internet, talvez precisasse de aproveitar os meses de Verão para expor os seus produtos nas lotadas quintas de turismo rural que se multiplicam desde a Beira-Alta até Trás-os-Montes."

Este artigo, "O linho de Ribeira de Pena, a inovação e a projeção com a mala de Louboutin", vai ao seu encontro:

"Tecedeiras de Cerva conciliam a tradição do linho com a inovação de peças e acreditam que a participação na nova mala do designer Christian Louboutin vai ajudar a projetar esta arte ancestral de Ribeira de Pena.
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Além da mala do designer francês, Fernanda Machado destacou a produção de toalhas de praia em linho que estão a exportar para os Estados Unidos da América (EUA) e também os tecidos que estão já a preparar para o desfile de moda que irá abrir a Feira do Linho de Ribeira de Pena, que se realiza no primeiro fim de semana de agosto."

Pena que não haja um Portugal 2020 para apoiar um projecto de internacionalização desta realidade.