En mi curso de i-DAP revisamos un libro que quiero compartir, se llama
VELOCITY: The Seven New Laws for a World Gone Digital. Escrito por el vicepresidente de sport digital de Nike (Stefan Olander) y por el fundador de la agencia digital AKQA (Ajaz Ahmed), este manifiesto nos comparte -enforma de dialogo- las diversas perspectivas y experiencias que ambos han vivido a lo largo de la transición de sus negocios y el por qué muchas de las grandes empresas actuales deberían ponerlas en práctica.
En resumen las 7 reglas son:
I.- A Smith & Wesson beats four aces
Velocity doesn’t
care who you are or how good you were yesterday. It’s coming for you anyway.
Don’t be a sitting duck. See the big picture. Find the pain points, see
patterns taking shape and act.
Envolve
immediately. Entitlement kills.
II.- It’s
easier done than said
Velocity
takes courage, focus and determination, but fives back efficiency and rewards
intuition, iteration and gutsiness.
Get going. Then get better.
III.- The best advertising isn’t advertising
Wondering
wich half of your ad spend is wasted? Velocity says: “Wrong question. Try again”.
Instead of interrupting people, serve them and make them feel something. Sorry,
but that takes longer than thirty seconds.
Make meaningful connections.
IV.- Convenient is the enemy of right
Velocity
needs you to be streamlined. The requisite craftsmanship takes perseverance and
discipline. Obsess over important details, and edit ferociously.
Never have anything to apologise for.
V.- Respect human nature
Digital is
the means, not the end. Technology sometimes obscures this ultimate truth, and
makes it easy to forget that at the far side of an app, a Tweet, an anything,
there’s a person.
Make yourself proud by making peoples’s lives
easier, richer and more fun. Don’t just give people choice, help them to
choose.
VI.- No good joke survives a committee of six
For organizations
with structures that sand down all rough edges and desiccate anything juicy
something terrible will happen: nothing. It’s time for decision-making regimes
that hold up to Velocity.
Have the balls to make the calls.
VII.- Have a purpose larger than yourself
Velocity
will disproportionately reward organizations and individuals that aim to make a
meaningful and enduring contribution. Let your imagination and curiosity power progress
Do the right thing: always play from your
heart.
Lo voy a leer y conforme avance, les daré más detalles...
