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Estudio Zonas Essay

3755 words - 16 pages

El poder de lo simple

Comentarios personales de los capítulos del libro
FUNDAMENTOS DE LO SIMPLE
Capítulo 1, Lo simple. Por qué la gente le teme tanto.
La gente tiende a tener miedo de buscar soluciones simples y directas debido a que en el mundo del marketing se esperan ideas que cambien paradigmas y que revolucionen las formas en que se manejan los procesos, en que se mercadean productos o se brindan soluciones y para esto los ejecutivos tienden a enfocarse en cosas complejas y muy elaboradas, desechando las ideas más obvias por miedo a que estas sean vistas como “simplonas” o “muy comunes” y que esto los ponga en evidencia como personas poco inteligentes o flojas que prefieren no ...view middle of the document...

Lo peor es que muchas veces a estas personas a quienes los ejecutivos se dirigen aceptan estas propuestas complejas y sin sentido por el simple hecho de que no querer parecer tontos porque no entendieron la mitad de la presentación y creen que el decirlo los hará ver poco aptos. La actitud primordial que se debe tomar ante este tipo de lenguaje es la de cuestionar, hasta que se tenga claro lo que están exponiendo o dejar claro que los expositores tampoco tienen idea de lo que están hablando.

El MANAGEMENT
Capítulo 4. La información. Demasiada puede confundir.
La primera cuestión es aceptar que no se puede absorber todo lo que uno cree que debe saber. Me parece muy interesante la parte de la lectura que menciona que siempre se debe subraya o destacar cualquier cosa que interese, si no hay nada subrayado o destacado cuando se termina de leer, hay que desechar el material, ya que es muy común que almacenes artículos y presentaciones que jamás nos van a servir de nada que lo único que hacen es mantener desorden en nuestras oficinas y hagan más compleja la selección de material esencial. Hay que cuestionar cada hoja de papel que se guarda, debe haber alguna razón para guardarla. En mi trabajo tengo que supervisar el material POP que se utiliza como apoyo de venta para los productos de línea blanca y es una constante ver como los proveedores llenan de información afiches y habladores que en lugar de ser un apoyo para nuestros clientes les causan confusión y prefieren no leerlos. Yo insisto en que 3 atributos deberá ser lo máximo por producto, pero es complicado ver como al entrar nuevos productos con nuevo material POP insisten en cometer el mismo error de comunicar demasiado, desperdiciando su dinero y dejando el camino libre para marcas que utilizan mejor su sentido común. En información menos es más efectivo.
Capítulo 5. Los consultores. El origen de muchos sinsentidos.
El gran error que cometen las empresas es que no pagan mucho por algo simple y sencillo. De hecho suele ocurrir que cuanto menos se entienda el informe que se recibe del consultor, mas están dispuestas a pagar por él. Para muchos, a mayor número de páginas, mayor calidad del informe. Otro de los errores más comunes es informar al consultor de cuales quisiéramos que fueran los resultados, nublando la imparcialidad de estos y haciendo que nos entreguen los resultados tal y como los quisiéramos nosotros, con el único fin de demostrar a la junta directiva o asociados que nuestros planes o visiones son correctas y vamos por el camino correcto cuando realmente no es así. Las empresas deberían confiar más en sus propios empleados pero debido a que ya se conocen sus defectos y existe familiaridad con estos los gerentes no encuentran la confianza necesaria y prefieren traer a gente exterior que no conoce el negocio a cabalidad. Lo más importante es no sesgar a los consultores y no aceptar propuestas que no se entiendan.
Capítulo 6. Los competidores. Piense en ellos sencillamente...

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