Brief history of a week that could change the world

I recognize that it has been an intense week, coming from a few intense months. I still remember Andreu Coranti (former gym coach), sentence, when he said "You will have a rest when you're dead". A philosophy of life that possibly is shared by my friend, colleague and partner Paula Fernández-Ochoa and his "I ask for life”.

Digital transformation that can change the world

Thursday afternoon we were able to attend the presentation of the book "El mundo cambia, ¿y tú?" of my friend, colleague and partner Eva Collado, edited by Alienta Editorial. If Eva is emotional , her presentation on Thursday -a great one- became a whirlwind of emotions.

Roger Domingo (Alienta) started presenting the book and highlighting one of the first headlines as great summary: “If you master the environment, you master this new world”. Next was Laura Chica, prologuist, who invited to love uncertainty. Sonia Rodriguez Muriel and Carmen Soler Pagán, epiloguists, dedicated their words to describe Eva and define her personal brand:

Eva is passion, is feeling, is courage and example of adaptation to a new environment of uncertainty in which she has managed to develop in a natural way.

Then it was the turn of Eva, who reviewed the contents of the book under several master infographics made by Ronald Duran. And later on, of course, she made a "Collado special"When he sent out a scene at all what we had collaborated on the book. Treacherously, without notice, she asked us why we agreed to collaborate and what part had developed each one of us. It was great.

While fans queue searching signature increased in the NH Calderón Barcelona Collection, some of us went to for Luis Cañas to celebrate the event. It was an electrical event.

Ideas that can change the world: TEDx Eixample, edition 2019

Friday was the big day. Almost a year working in distilled 4 hours of great ideas, great people and an enviable public. Was beginning the first edition of TEDx Eixample. Little did that beer of Pau Samo in April 2018 at the Velodrome where I was invited to volunteer TEDx he would end so well.

Types that can change the world

Pau Samo is one of those guys. It reminds me of the words of our grandparents "if you want someone to do something important, encárgaselo to a busy person ". It is the most emotional control guy I've ever met. He opened his hometown TEDx, Amposta, then your first host city, Lleida, and on Friday from its current city, Barcelona, the Eixample. We all have a hero, and this is mine.

Poetry can change the world

Toni Segarra, a guy who writes ads (and could bring them the voice Off), He was responsible for starting the talks, and he did talking about what he knows: advertising. Explained the paradigm shift that has meant moving from spot TV to more than 100 various media on which brands can expose their value. He claimed poetry advertising, of the life, as something that really reaches people.

Activated to change the world

If anyone can put up to 266 people in a wonderful place like Antigua Fábrica Damm, that is Paula Fernández-Ochoa. And he did, and not only that, We made us turn our joints, our muscles, vindicating the old "A sound mind in a sound body"As the nectar of a positive attitude. Its end, dressed in sports equipment, It was to form, again with all standing, his vee "I ask for life".

Literature to change the world


Víctor Amela, journalist and novelist, He did a masterful overview of the history of literature. But it was no use history, but the resistance has led to the adoption of new technologies. Socrates did not like Plato wrote appointments, and I do not follow. I leave for chat, along with the wonderful story of his grandfather when he suddenly gave a disjointed phrase "I could save Lorca”. Genial.

Africa can change the world

Transforming cities has outgrown to Jordi Hereu. Now he wants to help transform an entire continent. That's why he told us his experience Fledge, an accelerator for social startups and surprise they found in Africa. African startups are thirsty, and according to what he told us with electric passion the former mayor of Barcelona, definitely Africa is on position of being the new China.

Reason to change the world

Sergio Ayala He closed the first block talks causing. He knows better than anyone that differentiate ourselves is key, so it would be able to leave the bare stage. Shortly he lacked. Made a streaptease reverse, and he was wearing was reeling as the three key attitudes to succeed in this life. We gave a magic formula, the +1, not to give up and go for our dreams. How we laughed, God!

Music to change the world

This artist Cantonigròs number William Rome He left us speechless with his music, his story, his guitar and trumpet without trumpet. He explained as he knows, Half talking singing, the connections between a Havana and reguetón, through various musical styles. We also gave one of his masterpieces: the song "connections”, a jewel claiming that things are more connected than have told us.

Algorithms to change the world

Planning specialist Mar Santamaría He puts the technological key to a better life. We discussed algorithm artificial intelligence we can help interpret the opinion of many citizens. And that will help us to translate this knowledge into improvements on habitability. Life is made of small big decisions. And one of the most important is: Where we live?

Synergies to change the world

Daria Shornikova, management of innovation programs, He told us about people who decide to leave their original home voluntarily, for their motivations and concerns, to found a new home in another country, with the people there. transmigrantes? Many cultures as we know them today are the result of synergies, the concept of purity no longer makes sense, the world is one.

Beauty to change the world

Businesswoman and cultural patron Anna Gener, which every day gives us a work of art in a tweet, He told us about beauty. Anna claimed the observation of beauty that is all around us, in a portrait, a sculpture, a painting, a narrow street full of graffiti or the rooftops of a city. The contemplation of beauty generates similar neural responses to physical pleasure. pure therapy.

Laugh “outside” to change the world

Last but not least, Victor Parrado, funny, He explained how humor saved him (literally) life. It was in an operating room, an unusual place to generate smiles. And he did. His talk made us to be a person "ei" predisposes humor, to generate contacts, to make friends, definitely, to be a little happier. The time we spent in this life will be the same without her willingness. A lesson, many laughs.

TEDx Eixample small to change the world

Height does not large people, This is the heart. Y Ana Reyes, our volunteer responsible, among other things, from TEDx Eixample Salon, is big. He explained that besides the great event we saw on Friday, we have provided other small format and case called Salon. Y Ana, of course, He put salt and pepper to talk.

Later, when we have videos, I will post a case of this TEDX volunteers, speakers and possibly many people who attended, remember forever.

However, just say I'm proud of the great team of fellow volunteers. In the photography, from left to right, above, of Pau Samo (el gran Bwana), la speaker Daria Shornikova, Guillem such Recolons (speaker curator) los speakers Guillem Roma, Paula Fernández-Ochoa and Victor Parrado, Ruben G. Castro (our designer, crack), Carmen Gibert (responsible for communication and much more) and Robert Ferrer (Curator and expert TEDx Speaker). Down, from left to right, Alba Espejo (web and online communication), Eva Soto (organization and legal aspects), Ana Reyes (Eixample TEDx Salon responsible and more) and Helena Casas (partners and more).

volunteers TEDxEixample

I do not miss the ten university volunteers who joined us without expecting anything in return. The TEDx brand is powerful!

Connecting people to change the world

Saturday did not play to rest, so I went to the call of the connector friend Luis Fernández del Campo. Luis called us a few to #CocidoDay, an exceptional gastronomic meeting in the Galician restaurant Casa Darío from Barcelona.


What's better than to meet people around a Galician stew? Luis joined there who knew as Paula Fernández-Ochoa (Have you set?, Paula is on Thursday, Friday and Saturday). Also to Ricard Lloria y Pedro Rojas. And people who only knew virtually as Olga Berbes, Eva Romeo, Marc Mora, Debora Viana and Raquel Rosell. Under the baton of Domi, I tried the best cooked in my life. Thanks Luis for connecting.

 

Three short stories a week that could change the world. I hope you liked them. Have a nice week!

¿Humanize is Connect? An unresolved business issue

Create an ecosystem that promotes human connection is technologically and strategically complex, but the benefit is great: to humanize is to connect.

Companies can take advantage of this complex environment to build lasting relationships. How? With a customer-oriented mindset and a technology platform that promotes a closer branding (human branding) than the present one.

Here I list five ways to help marketing and IT professionals on their way to building a solid human foundation with its customers:

Humanize is to connect, not treat the customer as a number

The great publicist David Ogilvy said “the customer is not stupid, it's my wife“. Too many brands treat us like on a first date, asking the same cloned questions to know us better. The customization does not mean that we hounded by internet random recommendations based on our purchase history and searches. It is frankly frustrating. Even after buying a smartphone, the damn remarketing we will be showing us ads until the end of the world (you know, the cookies...).

Brands must find a way to find our uniqueness, as if they were a personal assistant. This particular customer view means extracting information from each online and offline system, and integrate that into a database. Are we different inside and outside Internet? Probably not in our attitude, but in our behavior.

A commitment to simplicity

Why I like Apple products and services? Because, despite its rapid obsolescence, they are simple to use, they work faster and give less problems. Brands need a clear view of the experience that your customers need. And then apply technology to enable and improve. It may seem that customer focus is obvious, but many companies start with technology first and end up investing in services that are not provided. Humanize is to connect, don't forget.

A co-creation, for example, helps generate experiences that reduce barriers and facilitate customer interaction. I advise reading this post the expert Montse Peñarroya called Do you really know what you want your client? Just ask him/her! that icludes excellent examples of co-creation of Lego, Alain Affelou or Banco Sabadell.

Omni-Channel

Following the definition of Mercedes Fuster from the blog of José Facchin, omni-channel is not working environments with multiple channels, but to do so simultaneously.

The same article highlights three key advantages of omni-channel:

  • Online sales complement those in physical store
  • The Omnichannel trade promotes cross-border sales
  • The Omnichannel strategy is key to reach the "super buyers"

In this HubSpot article We can inspire us with omni-channel examples of companies like Disney, Starbucks…

Security, stability and reliability

Let us not deceive ourselves, multiple exposure of personal data may pose a significant risk to customers if security is not foolproof. We have seen recent cases of information leaks:

Successful brands linking platforms seamlessly to create an ecosystem that allows a complete customer experience. To make it thrive a scalable design is needed. Strength scalability and security offer reliability expected by consumers.

Integrated technology

CDP (Customer Data Platform) is an easy way to connect with a customer, since you can immediately implement that strategy without complex technological transformation. Marketing professionals and IT can no longer work with incomplete data separate and isolated.

This is, on my view, the most complex part, professionals with disparate skills should come to understand frictionless. Difficult but not impossible, you just have to take seriously the idea: to humanize is to connect.

Sources consulted: AdWeek, Hubspot, Blog José Facchin, Cyberclick, Montse Peñarroya Blog

Girls photo by gpoinstudio on Shutterstock.com

 

Executive Branding: Changemakers Executive

It is interesting expression “the changemakers used by the authors of "Social Selling”, Tim Hughes and Matt Reynolds (Kogan Page, 2016). We might translate literally as "change makers", although the most accepted term is "agents of change".

Without a doubt, business drivers in organizations are sellers (commercial, account managers…) with executives who make the big decisions. But with the fourth revolution He has emerged a new figure: the Changemakers or change agents.

My colleague Eva Collado defines these the changemakers as informal leaders organizations, connected, formed, informed, and they end up taking key decisions before taking the big managers (Hughes calls C-Suites). Raquel Roca rather call Knowmads, these nomads of knowledge that many believe are always free agents, but really also we found in companies working for others.

Changemakers Executive

Executives of organizations no longer have only mission is to make the big choices, manage teams or clients. Top priority, in the connected economy, It is acting as the changemakers, as change agents. And, why?

Because Yesterday does not exist, although the brand has left the morning can affect us. And the decision, the change process, must be taken today. This temporary gibberish may be the key that justifies these new executives engaged as agents of change in a difficult environment. We live in Moving Waters, where not only past successes do not guarantee future success but deny them.

this barrizal, formed by atoms and bits (real and digital) It requires changing the mindset of executives to adapt to unforeseen situations, not yet discussed in case studies of business schools. If once we thought that failure is the prelude to success, now we should understand that change is the lever survival and growth.

We filled the mouth of digital transformation, but that's not the fuze change

The expression digital processing It is being spent overuse and misuse. I am working with a manager of an organization in the telecommunications area. Talking with him, working business model, I realize something important:

First it is required to work in the transformation of people and cultural change in the organization, and thence to the digital transformation

And that's where I see the true sense of change. The people, First. Organizational culture, after. And the digital transformation, at the end, as one of the shift line.

The mistake many executives in organizations is trying to implement digital transformation without having worked through a change of people and corporate culture. Start cart before the horse. We often get carried away by words rather than concepts and action plans.

the changemakers

Not everyone is ready for change. Source: Shutterstock.com

Executive branding para the changemakers

The executive branding is a process of personal branding plan for change agents, for professionals who must decide and manage the transformation.

Some business schools have already included in their training plans. But in my humble opinion and based on my experience, executive branding process is closer to the consulting training. We can not consider an individual who must make critical decisions as if it were a collective.

Branding for change agents is a very introspective process, that personal values ​​play an important role, and where empathy becomes the lever of transformation of persons and equipment. Organizations are its people. And those who run them should print your DNA and enrich corporate values ​​too poorly differentiated.

The executive branding is not intended only empower executives to develop your personal brand or train them in digital skills. It should be more ambitious and tidy, with the idea of ​​managing a permanent change in people, culture, organization and business development. Just so you can reach the digital transformation, a concept that has left 15 or 20 years of existence until millennials and centennials reaching positions of responsibility.

The process and the craftsmen

-and not dwell protect some method- desglosaré not process executive branding, but the resources needed to carry out.

Because for me it is consulting, are a bis aa. But a consultant to a "client", but from a computer to a customer.

  1. Introspective part requires, in my view, a person trained in psychology. Lately it has focused much self-knowledge in coaching, but I refuse to believe that four or five years of training in psychology can be compared to six months or a year of coaching. If there besides psychology coaching training, better, but it is not essential.
  2. The strategic part requires two key elements: on the one hand someone with experience mentality and strategy, and someone with managerial experience and cultural transformation.
  3. Finally, the communication part requires someone with expertise and experience in this area. Someone who can not only develop but accompany an action plan to put the value proposition and change the service of the organization and its main stakeholders.

In summary, I would say to forge a changemaker both are needed the changemakers. You have an inspiring week.

Dedicated to Christian Fernández, a true changemaker. And my good friends psychologists and branders Helena Casas, Fran Segarra, and Elena Arnaiz.

Images by shutterstock.com

What kind of risks inasumibles can run an organization dedicated efforts to its employees aboquen to the full its uniqueness?

I confess that the title would have robbed a superb post entitled Miquel Angel Escobar Business and Personal Branding.

The uniqueness generates strong brands (sometimes too)

I asked a few days ago some colleagues if the uniqueness of individuals is important and risky in organizations and the brand they project. think, for example, White House, Is it the same with Trump than it was with Obama? Agree, you think it is a facile example, then why not affect the brand soccer team coach? And if Jose Mourinho? Think about it.

The clash between uniqueness and values

There are times when management of an organization They have given the green light to hire someone as important as a spokesman with equivocal criteria. It's not about “file” the most popular, special, funny, controversial, notorious… It is found that shares the values ​​and vision of the brand. Enough to make the corporate vision his own. The uniqueness is welcome, but within a framework of shared values.

People are part of the brand, and brand people

Branding is increasingly complex, richer. It has nothing to do with a logo, It is everything that makes up a brand, but always in relation to their purpose and the footprint inside and outside organizations. I like the geometry of brand experts proposed sum:

geometry brand

Source: sum:

At the core of the brand is the purpose or purpose the brand, without which it is drifting. There emerges the identity, the pillars are the values. From there, Identity, defined many of the behavior patterns of the brand, their fields of meaning and, of course, its graphic form, colors, flavors, Textures, smells. Also here it fits the history of the brand and its business model. Brand experience can be a result, but it can also be part of the process of strategic reflection, transferred to field customer journey and user experience.

Once defined the core brand, sum: defines five elements that give life and meaning: People and processes, physical environments, virtual environments, products and communication.

What it has happened in recent years with this balance of elements?

What are some things past:

  1. We have gone from a product culture to a culture brand. Agree, It is not something universal, we know that without no brand products, and unbranded product may be (bulks, for example).
  2. Communication formats have multiplied in proportion to its lowered impact. If in the years 80 confidence in advertising, public relations… was the 90%, today, according Nielsen, is the 33%.
  3. As a reverse process to lower confidence in brands, confidence in employees and technical experts is, according Edelman Trust 2019, the maximum. That means that paragraph “people and processes” organizations gains weight and becomes transverse, supporting communication very efficiently.
  4. Virtual environments have stressed, if it fits, the influence of people on branding corporate. People create and interact with more powerful and reliable virtual communities that own brands. Not only that, all professionals in the organization have occupied the portavocía brands consciously or unconsciously acting- as brand ambassadors. In a nutshell, virtual environments have first empowered professionals and therefore organizations which represent.
  5. Physical environments have become. Now it is common to find offices where there are no fixed places for professionals, but they are “plug & play”. In many cases, telework has been imposed or introduced force, improving the performance of enterprises and improving the business model. The digital transformation has brought us low-cost tools to communicate with any part of the world in real time.
  6. Y products and services are able to mutate at a rate never seen before. The life cycle is shorter, but quickly replaced by alternative proposals that are on the market fit.
  7. Finally, the ability to measure what we do has been universalized, and that makes it easier to think that We are in liquid business models, phase permanent beta.

Anyone can create a good product, Here it is difficult to raise a good brand

singularity, to end, It can never be seen as a unilateral proposal for professionals or companies, It is something that should feed back to brands.

Wondering what kind of risks inasumibles can run an organization dedicated efforts to its employees aboquen to the full its uniqueness?

I think I have the answer. Any.

 

Sheep vector by Shutterstock.com

 

Working as part of living; that of “work to live” It has expired

Following a good post of Andrés Pérez Ortega entitled Who do you work really (and I recommend reading), I issued a tweet supporting it with a pair of images. Up to this point, nothing new. But tuitero (by the way, very proud of their community judging by his bio), by name Oscar Gamarra, tuit answered the question: Do you work to live or live to work? Who answers?

Do you work to live or live to work? A question that, for me, It has expired

I am firmly convinced that work and part of living. I forgive the unemployed, but if job seekers are working on a project > Find employment. The boundary between living and working is fading. and Pink identified this emerging trend 2002 in his prophetic book Free Agent Nation. but after 2002 They have passed many things that force us to reflect:

the future of work

Source: EY

  • According Kelly Palmer, CLO Degreed.com, the responsibility lies with each person when to take control of their professional development. That is to say, this is not the end of the training offered by enterprises, but the end of mentoring and responsibility for such training.
  • I often use the phrase Vijay Singh, former head of innovation VISA Inc.: what others say about us will be the most important metric of the future. And that highlights the importance of your personal brand and personal reputation have and will.
  • On the other hand, McKinsey says workers who have the skills and support needed will ease the transition to new jobs. But it is worth noting that these posts will also largely to freelances.

Do you remember when undocking?

I hope the question does not offend. First began disruptions to our “extra-work life” with email. They were then SMS, those who followed other applications like Whatsapp or Telegram. The question is do we take work home? or simply because we have incorporated new hybrid habits into our lives.

One can take a trip a week in the middle of spring and continue “fulfilling” with his job description, thanks to computers, smartphones, videoconferences… The holidays will be more deconstructed. The famous month of paid vacation is history for many (I include). It is replaced by small periods away as you can.

What I'm seeing is that the work is integrated into our lives, is no longer that if you work to live, is that It integrates many living things inseparable, including an increasingly continuous connection with work projects.

 

cover image: Linkedin

PD: I invite you to follow my new magazine “Everything leaves a brand” one Flipboard, themed personal brand, personal branding, employer branding, employee advocacy programs, storytelling, branding…

The digital transformation starts at the top ... or fails

Those who know me know I'm not an expert on digital processing, my business scope is around branding, both personal and corporate. But we could say that I have witnessed the introduction of several digital transformation processes, It is allowing me to target a reality that can be painful for many companies:

If the digital transformation does not begin with the management staff of the company, the thing does not go well

The company, through its reponsables IT, Marketing y RR.HH. or general management decides to launch a process of digital transformation. Sometimes they do this by analytical factors and competition, sometimes because it has the neighbor (competitor) and we shall not be less. It is important to internalize what the digital transformation, and take into account not just about skills but a different way of doing things. I strongly agree with the three key areas of the digital transformation that defines McKinsey:

  • Value creation in the new frontiers of business world
  • Value creation processes that implement the vision of customer experiences
  • Development of new skills that enhance organizational structure

The beginning

the search process starts, the company will lead the implementation and training process is chosen, often with a significant cost impact: Imagine for example that an internal corporate network is implemented: although there are content management modules (Yammer…) the costs of adaptation and implementation for a business that has various ranges of products and services are high.

Lack of mindset

One of the problems facing this type of process is often time of implantation until their regularization is long, and therefore process benefits slow to perceive, often causing complaints anti-change (that there, and many). The cause of the slowness of these processes is to be carried out without prior phase mindset (mentalisation) that prepares managers and other professionals for digital change management.

Lack of training

There are many companies that provide a system of effective and regular training, facilitating the implementation of processes, but unfortunately a large majority see the training needed to adapt to this new time as a cost rather than an investment.

limiting beliefs

It also often happens that one of the brakes are certain limiting beliefs that equate the digital transformation of the organization only managing social networks. Obviously the management of external communication online is an important digital competition, but by no means is the only.

The importance of the Department. HR.

In this context, Dept.. RR.HH., given its transversality ,You must commit to the process, because ultimately we are talking about fit and adopt new skills by professionals throughout the organization.

And start from above

A good friend who works in an apartment. HR. a large company told me that bosses They did not see with good eyes that employees were wasting time at the computer screen communicating with other professionals through an internal network. Again the lack of mindset, the difference between cost and investment the error to start the process from below.

Personal Branding and digital processing

Of course the personal branding It is an important competition in a digital transformation process, Although the vast majority of companies that offer these services do not consider it as a core skill.

For the same reason a few months ago I collaborate with area Consulting AdQualis Human Results, which you have created a specialized in digital processing equipment specializing in Human Resources. which will take into account such an important competition as managing employee brand and its role as an ambassador the organization and its brands.

“Go digital” image by Shutterstock.com