{"id":4999,"date":"2016-04-27T16:13:46","date_gmt":"2016-04-27T16:13:46","guid":{"rendered":"https:\/\/kotarbinski.wordpress.com\/?p=4999"},"modified":"2019-02-14T19:05:50","modified_gmt":"2019-02-14T19:05:50","slug":"nie-zawsze-musi-byc-kawior","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/nie-zawsze-musi-byc-kawior\/","title":{"rendered":"Nie zawsze musi by\u0107 kawior"},"content":{"rendered":"

Kiedy firmie rosn\u0105 przychody, nikt o nic nie pyta. Wszyscy pa\u0142aszuj\u0105 kawior, polewaj\u0105 szampana, klepi\u0105 po ramieniu szefa marketingu i sprzeda\u017cy, a w\u0142a\u015bciciel zaprasza na weekend do swej willi na Lazurowym Wybrze\u017cu.<\/p>\n

\"funny-cow1\"<\/p>\n

Wszyscy \u0142ypi\u0105 na krzyw\u0105 wzrostu, a wszelkiej ma\u015bci krytycy, trzymaj\u0105 si\u0119 z dala, byle nie zapesza\u0107. W ko\u0144cu nast\u0119puje ten moment \u2013 dynamika spada, rynek czy technologia wchodzi w stan nasycenia, by za chwil\u0119 lecie\u0107 na \u0142eb, na szyj\u0119. Tak by\u0142o z p\u0142ytami winylowymi, potem DVD, a dzi\u015b wszystko ucieka do wirtualnych chmur.<\/p>\n

<\/p>\n

Apple zanotowa\u0142o 13% spadek przychod\u00f3w i nagle wszyscy krzycz\u0105 \u201eolaboga, panie, jab\u0142ka-robaczywki!\u201d. Tymczasem, jak kto\u015b pami\u0119ta macierz BCG, dynamika rynku spada i ze statusu \u201egwiazdy\u201d rodzi si\u0119 po prostu \u201edojna krowa\u201d. Jedne produkty wychodz\u0105 bardziej, inne mniej, ale Apple nie traci nic ze swojej kultowo\u015bci. Oczywi\u015bcie od innowator\u00f3w wymaga si\u0119 nieustannej \u015bwie\u017co\u015bci, wymy\u015blania czego\u015b nowego, tyle tylko \u017ce Steve Jobs sta\u0142 si\u0119 wystarczaj\u0105cym symbolem smartfonowo-tabletowo-mobilnej rewolucji. P\u00f3\u017aniej, jak to zawsze bywa w przypadku nowych rynk\u00f3w, Apple poczu\u0142o gor\u0105cy oddech konkurencji na plecach. Jedni ich kopiowali, inni \u2013 inspirowali si\u0119, a jeszcze inni, szli pod wod\u0119 zgodnie z #13 Prawem Marketingu Kotarbi\u0144skiego<\/a>: \u201eFirmy dziel\u0105 si\u0119 na trzy grupy: te, kt\u00f3re rozumiej\u0105 marketing, te kt\u00f3rym wydaje si\u0119, \u017ce go rozumiej\u0105, i te kt\u00f3re wydaj\u0105 ci\u0119\u017ckie pieni\u0105dze na to, \u017ceby klientom wydawa\u0142o si\u0119, \u017ce rozumiej\u0105\u201d<\/em>. Oczywi\u015bcie, zawsze b\u0119d\u0105 malkontenci, kt\u00f3rzy narzekaj\u0105, \u017ce marka ju\u017c nic nie wymy\u015bla itp. Naprawd\u0119 uwa\u017casz, \u017ce koncern nie ma \u015brodk\u00f3w na wyci\u0105gni\u0119cie najwy\u017cszej klasy g\u0142\u00f3w, innowacyjnych startup\u00f3w czy designer\u00f3w, \u017ceby tworzy\u0107 nowe produkty? Tyle tylko, \u017ce ryzyko prze\u0142omowych innowacji jest zawsze skrajnie wysokie. Tak naprawd\u0119 niewielu wierzy\u0142o w to, \u017ce \u015bwiat<\/em> klikania<\/em>, zamieni si\u0119 realnie w \u015bwiat miziania<\/em> ekranu i nie sko\u0144czy w jakiej\u015b przepastnej niszy rynkowej.<\/p>\n

Hurraoptymizm rynkowy, tak cz\u0119sto widoczny na prezentacjach dla inwestor\u00f3w, zyskuje solidne wiadro zimnej wody w wirtualnym sklepie, realnym sklepie albo przycisku \u201ekup teraz\u201d<\/em>.<\/p>\n

Na dodatek uwierz mi, \u017caden, absolutnie \u017caden inwestor nie jest w stanie przewidzie\u0107 zachowania rynku w obliczu nieznanego, innowacyjnego rozwi\u0105zania. W przypadku produkt\u00f3w cyfrowych, ca\u0142a bariera wej\u015bcia, to raptem umys\u0142y informatyk\u00f3w, UX i par\u0119 komputer\u00f3w. Nikt nie musi stawia\u0107 fabryk, by budowa\u0107 sprawnie dzia\u0142aj\u0105ce aplikacje. Z produktami semi-cyfrowymi<\/em> ju\u017c tak prosto nie jest. To, \u017ce cmokamy z zachwytem nad dronami-prototypami, nie oznacza, \u017ce zaraz pobiegniemy je migusiem kupi\u0107.\u00a0 Produkcja seryjna, dystrybucja, marka, serwis techniczny i par\u0119 innych drobiazg\u00f3w, to nie to samo, co pi\u0119kna wizualizacja w VR lub 3D. Niekt\u00f3rzy pij\u0105 szampana i jedz\u0105 kawior, kiedy pozyskaj\u0105 inwestora. Tak naprawd\u0119 lepiej chyba \u015bwi\u0119towa\u0107 zdobycie pierwszego klienta. \u00a0<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Kiedy firmie rosn\u0105 przychody, nikt o nic nie pyta. Wszyscy pa\u0142aszuj\u0105 kawior, polewaj\u0105 szampana, klepi\u0105 po ramieniu szefa marketingu i […]<\/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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