Why “New” Business Ideas Suck

• Paris Hilton shouldn’t teach.
• Charles Barkley shouldn’t act.
• Tom Cruise shouldn’t sing.

You shouldn’t: ________________.

Tudo -ou quase- o que qualquer leitaria, ideal das avenidas ou não, gostaria de saber mas tinha vergonha de perguntar.

Scenario: “Dude, let’s read more business books, learn crazy new innovative practices, so we can be more creative and make billions. Then we’ll buy Porsches. Yay!”

It’s the rage these days: New “exciting, innovative, spectacular” business ideas.

The “cutting-edge” manager’s typical conversation:

1. Bob: Kristin, I just learned about something called, “Positioning”.
2. Bob (again): We have to position our products in a way that captures customer’s hearts into believing our product’s position! Yay!
3. Kristin: Okay.
4. Bob: Implement it!
5. Kristin: How?
6. Bob: Read the book. You’ll figure it out.

And what typically results?

Nothing.

Not only that, but while “cutting-edge” managers and leaders go looking for a quick-fix to their problems:

• Customer questions go unanswered.
• Employee problems go unfixed.
• Salespeople run out of leads.
• Senior managers become unfocused.
• Etc. Etc. Etc.

New ideas. Fresh practices. Innovative buzzwords. Uh-oh.

Says the late-great Harvard marketing guru, Theodore Levitt:

Those who extol the liberating virtues of corporate creativity over the somnambulistic vices of corporate conformity may actually be giving advice that in the end will reduce the creative animation of business.

This is because they tend to confuse the getting of ideas with their implementation—that is, confuse creativity in the abstract with practical innovation; not understand the operating executive’s day-to-day problems; and underestimate the intricate complexity of business organizations.

The minute you’re latching on to a “fabulous new business idea,” watch out: that idea will distract you from what you really need to do:

continue a ler, mas agora, a partir daqui

Créditos: Trizle