{"id":5240,"date":"2021-09-17T16:49:59","date_gmt":"2021-09-17T20:49:59","guid":{"rendered":"http:\/\/www.lupe.com.py\/?p=5240"},"modified":"2021-10-05T22:47:44","modified_gmt":"2021-10-06T01:47:44","slug":"decidir-o-morir","status":"publish","type":"post","link":"https:\/\/www.lupe.com.py\/en\/decidir-o-morir\/","title":{"rendered":"Decidir o morir."},"content":{"rendered":"<p class=\"qtranxs-available-languages-message qtranxs-available-languages-message-en\">Sorry, this entry is only available in <a href=\"https:\/\/www.lupe.com.py\/es\/wp-json\/wp\/v2\/posts\/5240\" class=\"qtranxs-available-language-link qtranxs-available-language-link-es\" title=\"ES\">ES<\/a>.<\/p><p>[vc_row css=&#8221;.vc_custom_1632879839783{margin-top: 4vw !important;}&#8221;][vc_column width=&#8221;1\/12&#8243;][\/vc_column][vc_column width=&#8221;10\/12&#8243;][vc_video link=&#8221;https:\/\/www.youtube.com\/watch?v=HYibly_MmwI&#8221;][\/vc_column][vc_column width=&#8221;1\/12&#8243;][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/12&#8243;][\/vc_column][vc_column width=&#8221;10\/12&#8243;]<style>.ld_fancy_heading_6a13fc9f8327a p{color:rgb(255, 255, 255);}.ld_fancy_heading_6a13fc9f8327a p {font-size:16px; } .ld_fancy_heading_6a13fc9f8327a .lqd-highlight-inner{height:0.275em!important;bottom:0px!important;}.ld_fancy_heading_6a13fc9f8327a p {font-size:16px; } <\/style><div class=\"ld-fancy-heading ld_fancy_heading_6a13fc9f8327a\">\n\t<p class=\"ld-fh-element lqd-highlight-underline lqd-highlight-grow-left text-decoration-default\"   >  <\/p>\n<p class=\"\">Hoy, la liga de f\u00fatbol ingl\u00e9s es la mejor del mundo; al menos, para un porcentaje gigante de la audiencia mundial. Pero no era as\u00ed unos 30 a\u00f1os atr\u00e1s. En el f\u00fatbol ingl\u00e9s primaba la violencia, habiendo sucedido cat\u00e1strofes masivas por culpa del deporte, que desembocaron en muchas muertes dentro de los estadios de f\u00fatbol de sus clubes. La calidad de los campeonatos ingleses de f\u00fatbol, que hoy nos parece normal y l\u00f3gico, es la consecuencia de una construcci\u00f3n quir\u00fargica, que requiri\u00f3 paciencia y mucha, pero mucha valent\u00eda por parte de quienes lo dirig\u00edan.<\/p>\n<p class=\"\">Todo el proceso parti\u00f3 de una decisi\u00f3n&#8230; reposicionar el f\u00fatbol en otro segmento de mercado.<\/p>\n<p class=\"\">En el 2001 tuve la suerte de hacer una pasant\u00eda en las oficinas de Lowe &amp; Partners, hoy Mullen Lowe, ya que Nasta (la agencia que fund\u00f3 mi viejo hace 51 a\u00f1os) la representaba en ese momento. Gracias a mantener contactos con parte del equipo en Inglaterra, durante el 2004 y 2005 me dediqu\u00e9 a pedirles antecedentes sobre todos estos procesos y me sent\u00e9 a morfar historias y datos en torno al tema.<\/p>\n<p class=\"\">Una sola decisi\u00f3n decant\u00f3 en una cantidad de acciones.<\/p>\n<p class=\"\">Una sola decisi\u00f3n marc\u00f3 un nuevo rumbo en un ambiente conservador.<\/p>\n<p class=\"\">Una sola decisi\u00f3n mostr\u00f3 luz al final del t\u00fanel.<\/p>\n<p class=\"\">La decisi\u00f3n de reposicionar el deporte termin\u00f3 afectando algunos puntos muy significativos:<\/p>\n<p class=\"\">Todos los estadios deb\u00edan ser 100% sentados (hasta el 86, en Inglaterra hab\u00eda sectores donde pod\u00edas estar parado, donde iban los amigos hooligans).<\/p>\n<p class=\"\">La Scotland Yard se encarg\u00f3 de los fans agresivos y peligrosos, lideres de diferentes \u201cemprendimientos\u201d del submundo.<\/p>\n<p class=\"\">Las entradas tuvieron un aumento en los precios, con el objetivo de invitar a participar de las jornadas a la clase media y alta inglesa.<\/p>\n<p class=\"\">Ese p\u00fablico requer\u00eda de otras facilidades y comodidades. As\u00ed, todos los clubes comenzaron un proceso de up-grade de su infra y oferta, haciendo de los estadios semishoppings.<\/p>\n<p class=\"\">La TV pas\u00f3 a ser determinante en la masificaci\u00f3n del juego al resto de la poblaci\u00f3n.<\/p>\n<p class=\"\">Me parece oportuno el ejemplo del f\u00fatbol ingl\u00e9s porque todas (hay veces que generalizar hace que se entienda un punto) las empresas del mundo, actualmente, deben tomar una decisi\u00f3n similar, la decisi\u00f3n de enfocarse en un segmento espec\u00edfico\u2026 claro que hay muchas empresas que tienen la posibilidad de abarcar m\u00e1s de un segmento, pero eso no est\u00e1 al alcance del \u201cemprendedor promedio\u201d.<\/p>\n<p class=\"\">Si quer\u00e9s emprender el d\u00eda de hoy, lo mejor es que decidas muy bien a qui\u00e9n apuntar y c\u00f3mo te diferenci\u00e1s. O si no, \u00a1las posibilidades de fracasar son enormes!<\/p>\n<p class=\"\">Incre\u00edblemente, desde el comienzo de los primeros a\u00f1os 2000 y hasta el d\u00eda de hoy escuchamos a gur\u00faes de los negocios y el m\u00e1rketing venir con el cuco de que \u201cel viejo mundo va a morir\u201d y la era digital se va a comer todo y a todos como si fuera un agujero negro. No hay discurso que me parezca m\u00e1s viejo y aburrido que ese\u2026 El mundo ya evolucion\u00f3 desde la \u00e9poca de Napster y la muerte de Kodak.<\/p>\n<p class=\"\">(Inclusive Kodak el d\u00eda de hoy volvi\u00f3 a ser una empresa rentable vendiendo sus cl\u00e1sicos productos \u201cdel pasado\u201d, lo que hace pensar que al final nada muere y todo se segmenta).<\/p>\n<p class=\"\">En la primera d\u00e9cada de este siglo, el cambio se posicion\u00f3 como el concepto m\u00e1s importante del mundo, pero la Tierra sigue girando, la gente sigui\u00f3 avanzando y hoy la gente se quiere volver a conectar con la gente y bajar unos cambios a la vor\u00e1gine ocasionada por el cuco de \u201ccambiar o morir\u201d.<\/p>\n<p class=\"\">En estos tiempos de excesos de informaci\u00f3n, exposici\u00f3n, oferta, conocimiento, es muy importante lo siguiente:<\/p>\n<p class=\"\">Ser especialistas en segmentaci\u00f3n.<\/p>\n<p class=\"\">Ser especialistas en nuestros segmentos.<\/p>\n<p class=\"\">Esto nos va a permitir entrar al mundo actual, pudiendo batallar por hacer que nuestro segmento sea el m\u00e1s grande del rubro\u2026 o una segunda o tercera marca para los consumidores, pero m\u00e1s que nada, ganarnos un lugar en el mundo.<\/p>\n<p class=\"\">Estamos en la era de la segmentaci\u00f3n. Estamos en la era de \u201cdecidir o morir\u201d.<\/p>\n<p><\/p><\/div>[\/vc_column][vc_column width=&#8221;1\/12&#8243;][\/vc_column][\/vc_row]<\/p>","protected":false},"excerpt":{"rendered":"<p>Sorry, this entry is only available in ES.[vc_row css=&#8221;.vc_custom_1632879839783{margin-top: 4vw !important;}&#8221;][vc_column width=&#8221;1\/12&#8243;][\/vc_column][vc_column width=&#8221;10\/12&#8243;][vc_video link=&#8221;https:\/\/www.youtube.com\/watch?v=HYibly_MmwI&#8221;][\/vc_column][vc_column width=&#8221;1\/12&#8243;][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/12&#8243;][\/vc_column][vc_column width=&#8221;10\/12&#8243;][\/vc_column][vc_column width=&#8221;1\/12&#8243;][\/vc_column][\/vc_row]<\/p>\n","protected":false},"author":1,"featured_media":5483,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-5240","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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