{"id":2031,"date":"2013-05-26T20:42:50","date_gmt":"2013-05-26T20:42:50","guid":{"rendered":"https:\/\/kotarbinski.wordpress.com\/?p=2031"},"modified":"2019-02-14T19:19:02","modified_gmt":"2019-02-14T19:19:02","slug":"decyzyjnosc-kaszalota","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/decyzyjnosc-kaszalota\/","title":{"rendered":"Decyzyjno\u015b\u0107 kaszalota"},"content":{"rendered":"

Wielkie. Ci\u0119\u017ckie. Powolne. Silne i masywne. To nie ja. To kaszaloty. Wsp\u00f3\u0142czesne korpo. Drobna decyzja, setka papierk\u00f3w. Raporciki. Miliony raporcik\u00f3w. Tabelki. Schrony w zagr\u00f3dkach. Talon na basen. Kwit na si\u0142owni\u0119. Kaska co miesi\u0105c. Czyli to wszystko co opisa\u0142 Piotr w Pokoleniu Ikea<\/a>.<\/p>\n

\"\"<\/p>\n

Korpo bywaj\u0105 dzi\u015b bogatsze od pa\u0144stw. Bywaj\u0105 te\u017c od nich bardziej wp\u0142ywowe. Korpo dzi\u0119ki swoim zasobom, maj\u0105 bezpo\u015bredni wp\u0142yw na to co jemy, pijemy, w czym chodzimy i \u015bpimy, z kim \u015bniadamy i jakie leki bierzemy. Ale nagle spad\u0142 wielki meteor – internet. Bariera wej\u015bcia w globalny biznes spad\u0142a prawie do zera. Nagle okaza\u0142o si\u0119, \u017ce nawet ma\u0142e firmy, pomimo skromnych zasob\u00f3w, potrafi\u0105 zarabia\u0107 du\u017co. Ich podstawow\u0105 cech\u0105, jest szybko\u015b\u0107 podejmowania decyzji. Przy coraz cz\u0119stszej ich trafno\u015bci.<\/p>\n

Za korpo stoi armia prawnik\u00f3w, doradc\u00f3w, strateg\u00f3w i wszelkiej ma\u015bci dostawc\u00f3w. Korpo sta\u0107 na b\u0142\u0119dne decyzje kosztuj\u0105ce dziesi\u0105tki tysi\u0119cy czy miliony z\u0142otych. Mikrus ryzykuje, \u017ce przez b\u0142\u0105d w umowie, nie wyjdzie z d\u0142ug\u00f3w do ko\u0144ca \u017cycia.<\/p>\n

Mali zacz\u0119li zaw\u0142aszcza\u0107 media spo\u0142eczno\u015bciowe, ktorych korpo nadal nie rozumiej\u0105 i nie szanuj\u0105. Zabetonowani w swych sztywnych ramach CEO o drastycznie wysokim poczuciu „w\u0142asnej zajebisto\u015bci”, przestali zauwa\u017cac \u017cywego klienta, z jego potrzebami, aspiracjami i problemami – dostrzegali tylko cyfr\u0119 w bazie danych i gie\u0142dowe s\u0142upki. Dowodem na potwierdzenie tej tezy jest pr\u00f3ba rozwi\u0105zania nietypowego problemu przez infolini\u0119 jakiejkolwiek, du\u017cej organizacji.<\/p>\n

Mikrusy znaj\u0105 twarze swoich klient\u00f3w. Potrafi\u0105 zachowa\u0107 indywidualizm obs\u0142ugi, korzystaj\u0105c z prostych rozwi\u0105za\u0144 CRM. Sprzeda\u017c zamieniaj\u0105 w mi\u0142\u0105 pogaw\u0119dk\u0119 o biznesie, a nie dysz\u0105cy z wysi\u0142ku g\u0142os hard sellera dukaj\u0105cego kolejne sk\u0142adniki folderu reklamowego. Ma\u0142e jest w stanie zagospodarowa\u0107 tysi\u0105ce nisz i segment\u00f3w rynku, wzbogacaj\u0105c i personalizuj\u0105c ofert\u0119. Korpo, szczeg\u00f3lnie FMCG musi w swej walce o rynek masowy, coraz cz\u0119\u015bciej walczy\u0107 z private label. A tutaj sieci sklep\u00f3w b\u0119d\u0105 zawsze na lepszej pozycji.<\/p>\n

Jak wiele korpo przetrwa funkcjonuj\u0105c wy\u0142\u0105cznie dzi\u0119ki inercji i kolejnym trademarkom utrzymywanym wy\u0142\u0105cznie dzi\u0119ki masowej reklamie? Trudno powiedzie\u0107. Wielkie i masywne dinozaury nie prze\u017cy\u0142y. Ich miejsce zaj\u0119\u0142y ruchliwe i dynamiczne ssaki.<\/p>\n","protected":false},"excerpt":{"rendered":"

Wielkie. Ci\u0119\u017ckie. Powolne. Silne i masywne. To nie ja. To kaszaloty. Wsp\u00f3\u0142czesne korpo. Drobna decyzja, setka papierk\u00f3w. Raporciki. Miliony raporcik\u00f3w. […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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