diferente (be different!) @co-work 2015
TRANSCRIPT
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BE DIFFERENT!Gabriel Simonet GeneXus™ CMO @gabrielsimonet
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Charlas de la Cultura
@GeneXus
Gabriel Simonet
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¿por qué ?
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Por todo lo que NO es
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Por todo lo que sacrifica pero por todo lo que permite
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Es diferente
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BE DIFFERENT!Gabriel Simonet GeneXus™ CMO @gabrielsimonet
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1981 2010
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Segmentation Targeting
Positioning (the battle for the mind)
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Mercado
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Mercado Oferta
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Mercado Oferta Mensaje
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Es un libro sobre diferenciación de marcas y productos
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¿Llevamos el Primer Extra Virgen o el Único Virgen Extra Exp@cial?
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¡YO QUE SÉ!
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un mar indiferenciado
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EL MAYOR PROBLEMA:
PASA EN TODAS LAS INDUSTRIAS
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Películas
Dante’s Peak - Volcano Bugs - Bichos
Deep Impact - Armageddon Saving Private Ryan - The Thin Red Line
The Illusionist - The Prestige No Strings Attached - Friends with Benefits
(No, no está ordenado)
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Autos
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Sistemas Operativos
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Asistentes que asustan
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TODAS LAS EMPRESAS DE SOFTWARE HACIENDO LO MISMO
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A medida que una categoría madura,
los productos tienden a HOMOGENEIZARSE
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¿Cuál elijo? ¡No importa,
dame cualquiera!
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Markets & Companies ACT LIKE FLOCKS
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Flocking is controlled by three simple rules:
1. Separation (short range repulsion) avoid crowding neighbors
2. Alignment steer towards average heading of neighbors
3. Cohesion (long range attraction) steer towards average position of neighbors
Craig Reynolds
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Son reglas que sirven para describir el comportamiento de
sistemas auto-organizados
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Las categorías de productos son sistemas auto-organizados
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Sólo dos requisitos
Un Sistema Sensorial La Voluntad de aplicar los cambios
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Dentro de una categoría de productos:
1. Separación Cada empresa busca diferenciar sus productos en alguna
característica 2. Alineación
Cada empresa busca busca crear productos siguiendo la línea evolutiva de la categoría
3. Cohesión Cada empresa intenta no separarse demasiado de dónde se
posiciona el promedio del resto de las empresas
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Dentro de una categoría de productos:
1. Separación Cada empresa busca diferenciar sus productos en alguna
característica 2. Alineación
Cada empresa busca busca crear productos siguiendo la línea evolutiva de la categoría
3. Cohesión Cada empresa intenta no separarse demasiado de dónde se
posiciona el promedio del resto de las empresas
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La clásica sabiduría empresarial (¡culpable!):
“Conoce a tu competencia” “Escucha a tus clientes”
Matrices
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- SEGURIDAD + SEGURIDAD
+ DIVERSIÓN
- DIVERSIÓN
AUDI
VOLVO
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Volvo Audi
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Volvo Audi
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Es el peligro de trabajar las debilidades, y no las fortalezas que nos diferencian
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“The more diligently firms compete with each other, the less differentiated they can become,
at least in the eyes of customers”
Youngme Moon
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THE PARADOX OF
PROGRESS
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We’re Time
Shifters
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Nos gusta el progreso y consideramos incondicionalmente que
la evolución de los productos es algo bueno
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Las categorías de productos
evolucionan de dos maneras
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Producto Original
“¡Ahora más nuevo, más mejor,
innovadorísimo! ¡Super!
¡Mejor que nunca!
“Nuevo y Mejorado!”
¡Más Features!
EVOLUCIÓN POR ADICIÓN(Lleva a Featuritis)
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EVOLUCIÓN POR MULTIPLICACIÓN
Producto Original ¡Con más opciones que NUNCA!
¡Más opciones!
(Lleva a Opcionitis)
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• Una empresa agrega una nueva feature. • A los consumidores les gusta. • Los competidores igualan la feature. • La nueva feature se vuelve el estándar. • Los consumidores esperan ese nuevo nivel de features. • La propuesta de valor en la categoría se expande. • Volvemos a #1.
EL CAMINO A LA INDIFERENCIACIÓN
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“It could be argued that product augmentation is but an expensive route to commoditization”
Youngme Moon
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La paradoja del progreso es que hace las cosas mejores
hasta que las hace peores
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ESCAPANDO DEL
REBAÑO
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Hay por lo menos 3 caminos que usan las marcas para
verdaderamente diferenciarse
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eREVERSALDoing the things
your competitors aren’t
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IMAGINEMOS 1997
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En aquel momento, lo previsible era más cosas, en un único lugar
hasta que…
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Alguien revierte la situación negándonos algo que se espera que den
y dándonos algo más que no esperábamos
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Google IKEA
iPhone WII
Reverse positioned brands
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BREAKAWAYDoing the same,
but with a twist… differently
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Nos encanta categorizar. Organizamos todo en cajoncitos
mentales.
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Hasta que alguien CAMBIA EL CAJÓN
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¿QUÉ TIENE QUE TENER
UN CIRCO?
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69
¿ESTO ES UN CIRCO O NO?
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¿QUÉ ES UN ROBOT?
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¿ESTO ES UN ROBOT O UNA MASCOTA?
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¿QUÉ ES UN DIBUJO ANIMADO?
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HOSTILITYChallenge your
Damn Customers
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75
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XXL XL L M S Mini
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Son marcas que no ocultan sus fallas directamente explotan sus diferencias
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UN ÚLTIMO TEMA
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“In any professional sphere, talented employees can be poached, impressive technologies can be duplicated,
and low prices can easily be trumped.
But try as they might, no competitors, no matter how skilled, can stake a claim to who you are, why you
matter, what you believe, and why others should care.”
Sasha Strauss innovationprotocol.com/about/
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ASÍ QUE… ¿QUIÉNES SOMOS? ¿EN QUÉ CREEMOS?
Y ¿POR QUÉ DEBERÍA IMPORTARLE A ALGUIEN?
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AL KROOPER
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Tenemos que encontrar esas cosas que nos hacen diferentes, esas melodías propias, únicas…
y subirles el volumen.
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¡SEAN DIFERENTES! (conscientemente)
Gabriel Simonet GeneXus™ CMO
@gabrielsimonet