Do you threaten me? fair

Continued the staff development DAFO with an external factor, the threats. I have discussed the internal factor weaknesses and also the strengths.

External factors are those that are beyond our control, affecting the market, the economy… It is harder to cope, because it does not depend on us but on factors “macro”. These threats and opportunities, and this post will focus on threats to our environment.

Main threats on a personal DAFO

Identified the following:

  • Competition
  • Technology (or lack of it)
  • Process automation
  • Regulation
  • negative market trends
  • Fighting #LoGratisMata


My good friend Xavi Roca distinguishes between two extremes when competition, which he calls the context of perfect competition and monopoly. Of course, in between there are places.

perfect competition concerns what we would call such a saturated market competitors Undifferentiated. In this situation there is no possibility of profit.

In contrast angle would monopoly, a limbo that other competitors are not able to imitate the leader. Perhaps it is also because the market is very small and does not justify greater presence of anyone else.

The case is How to face competition? I am not a specialist, but there are a number of guidelines to be followed:

Identify competitors: Today it is easier to do online monitoring keywords, but also going to conferences, fairs, reading if there- trade press…

Analyze whether we are dealing with cloned or differentiated positionings. Imagine you sell ham Have you created a brand? ¿Own container? In House Distribution Channels? Do you sell brand or product? What communication channels use? What you sell with wine and champagne? Which, in, your value proposition?

Search for other markets or formats. Here comes into play internationalization, but also look for smaller markets where we can lead (mouse head). That contrasts with the strategy lion's tail.

Analyze the complementarity of a possible alianzto. My friend Andrés Pérez Ortega calls it coopetencia. This is the UTES, but personal. When several freelancers come together to address a large project which could not access alone. They are Collaborative projects and already represent a very large percentage in the economic sphere of independent companies and professionals.


Many professionals have had to reinvent themselves or disappear due to not adapt to technological development of a market. Or lack thereof.

Have a tractor that can sow a field remote control and satellite poses a threat to those who do not have and an opportunity for anyone willing to significant investment.

The digital transformation of our society progresses in geometric progression, and now a professional activity is not understood without mastering tools like cloud, videoconferencing… Roca consultant & Salvatella list 8 PROFESIONA digital skills for successl we must take into account.

Also included here cyber threats like viruses, malware, phishing and all kinds of new digital crimes that require us to be very cautious.

Process automation

It is a consequence of the development of new technologies. It will threaten when a machine can do our work more effectively. And will be an opportunity when we are the ones who automaticemos our processes to be effective.

The long tale. Give classroom training provides a clear limitation. An educational app, although a priori involving small income per student can expand the market in thousands of students.

I lived near the twilight of a professional in real estate the best model making. An artist. He could not even see the arrival of the CAD design software and 3D printing, two of the many advances that have automated the process.

Without being alarmist, many current professions will disappear with process automation. Amazon You are already experiencing a supermarket “without tails” Amazon called GO. Here's operation:


The change in legal frameworks, economic and labor can pose a serious threat. Laws that limit our activity, new taxes that make it unfeasible profitability. In Spain, for example, be autonomous is very penalized from the point of view of regulation compared with other countries in the European environment.

negative market trends

If your market is highly subject to fluctuations, You are threatening situation. For example, Petroleum derivatives, Forex markets, metal…

You are also at risk of threat if your market is paper or printing paper every day and sold more ebooks. Or if every day we ignore ordinary mail invoices… and consult via Internet.

Everyone should know where your market is going. A very powerful tool that will tell us if we are on track Google Trends. For example, We analyze the words “adviser”, “consultant” and “Coach” and “mentor” in recent 10 years in Spain. Why so many real estate companies have decided to redefine itself as coaching real estate? Here you have the answer:


market trends threats

Source: Google Trends

The free mata

This expression and have used in other occasions. I mean the threat that Many services previously paid are now free. At least in appearance. I found a recent case. Training in open workshops personal brand. Nobody is willing to pay for learning. What do they do? Turning to business courses, of municipalities, of provincial councils…

Analyzes whether this threat in your market and position yourself in “the other side”. I explain. Following the example, offer to companies to be forming or to municipalities…


Conclusion, whether the threat is, Most importantly identify with time. enough to react and redefine your business model Time. Have a great week.

Tsunami image by Shutterstock

The free mata: the case WEAREWINE

And we have been denouncing for some time that "the free"It is killing many professionals. The truth, To be honest, It is not always kill, sometimes, when you start, You have to sting a lot of stone to be a recognized professional, and I will not deny that I have given more than one conference without charging -a change exhibition-.

It is clear, if you want exposure must be willing to give up compensation, but not as a rule, but exceptionally.

The case wearewine

I will tell you a very special case of a company that hired my services to help in a case of naming for a wine cellar online. I outsourced a design agency, and raised me to organize a brainstorming for client Freixenet. One of the family members was raised to open an online store, so first I picked up the briefing by the agency, and two weeks later, yes, 22 March 2013, It was held on brainstorming, directed by me, at the premises of the agency, but now with the presence of the future owner of the shop online.

My way of putting the brainstorming involves hours of previous work in backoffice, as to eliminate the classic syndrome lasting silence what I do is arrange the room with a projection 100 or 150 images that stimulate creativity, divided into categories. Besides that, I usually go to the meeting with a list of about 50 Name (s, Internet domain already available verified, icebreaker at times of "falling".

The day D

Thus, yes, 22 March 2013 we were in a room 5 people design agency, including its director, the end client and myself. The meeting went well, There was no excessive judgments of the words that were coming out (which often complicate brainstorming), and my previous list suit, among many others, the proposal wearewine, we are wine (we came). At the time I commented that expose the .com domain was free, and the comments that emerged seems that this proposal would reach the final.


The trade deal, my pay, I was at the expense of that appeared a name that could be reserved comfortably. I remember that the customer made a comment about wanting to buy a domain-not learned any head-, by which they were asked more than 30,000 €. That is to say, if agency and client decided that there were none of the more than 200 names that appeared in the brainstorming that was exploitable, I did not charge a single euro for my 8 + 2 = 10 work hours, but especially for my creative contributions, much more valuable than hours. Should the client accept a name, I would be paid at the discretion of the agency.

They spent a couple of weeks and I did not hear, so I called the agency, where I was informed that they had not taken any decision for the moment. Come on, The typical Meh. To keep waiting.

No news, ¿good news?

They spent four months and I did not hear, but then it occurred to me to check whether there had been any domains names of brainstorming on the Internet. ¡Bingo! precisely 20 July I found that wearewine had been registered, with "who is" private in their endings .com, .net, .I, and .es through Dinahosting. It was clear that it was the agency or the end client. I immediately sent an email to the agency to find out if there were news, since it seemed that the domains had been reserved. The answer was "No news. The customer is still hesitating whether or not open this online store ". At that time I could have claimed my fees, since the proposed domain name for me had reserved. But I had patience and waited. Two more months. launches

The 19 September 2013 website launched , some 6 brainstorming months later. A wine shop online, cavas, champagnes, that any observer will quickly see that all belong to the group Freixenet.

At that time I went to the agency, I recognize it, something wroth. It was clear they had been working with that name, They had created a logo, He designed a web ecommerce ... He hid me all the time. The worst is I kept stalling They are saying they had not understood customer. Bad payer excuses.

Still free

I begin to be tired of people taking advantage of professional. So I decided -two years later- denouncing this case in this blog, and not only that, I will also give the names of those responsible:

By the agency, Zapping Consulting, Liberto Alfonso Giménez, director. By customer, Alberto Hevia leaves, Wine sole director of Dinamic S.L..

The free mata. And I do not want to die (still), I'll start my way to reclaim what is right, my fees. Liberto Giménez seems no longer works at Zapping, I do not care, I will direct -of good vibes- Alberto Hevia to. I'm sure this gentleman has paid everything about this website, domains, brand design, Web development…. Only one thing is missing, pay my work and my ideas.

I'll tell you how it ends, but for now here's a tip: tie very well written and how you are going to remunerate.


The free mata, how badly paid humiliates

A few days ago my good friend Eva Collado Durán published a post complaints about the value to our work as professionals entitled Free? Isn't it?, Thank you whose reading advise if you have not already done, and which it exposes two cases of blatant disregard for the value of personal work. I would say in some cases the legal border roza, but both beyond ethics border.

Also a few days ago the team Branzai He published a post denouncing the practices of many organizations, the public private, in the proceedings contests as a way to select an idea or project. Worth reading, and I feel very identified, at least in my time as director of advertising agency. The post is Respect, the contest unpaid and I advise reading to know which sea we swim lately.

And today I would like to complete the circle with a related topic. It is paid jobs below the threshold of ethics. If you are a consultant 15 years of experience, you bring a clear differential value, and your client intends to repay € 8 / hour (I have a case this week), you have to ask why your client is willing to pay better cleaning staff (with all my respect) than you.

Definitely, and following the post title, one thing mata, but this, that of a miserable remuneration, humiliates. To illustrate the case, and following the examples of Eva and Branzai, I expound an email that we have received this week Soymimarca:

Hello xxxxxxx,

you contact, part of xxxxxxxxxxxx, he has sent me to your company, since this is the 2nd year that we work closely with XXXXXXX, for the realization of a space technology workshops for children between 8 and 16 years within the context of the X Technology Fair.

This year to impart 3 groups of children, a Personal Branding Workshop 1,5 hrs each lasting (total 4,5 hrs between Monday 2 to Thursday 5) and I've thought about your expertise and knowledge about this topic.

Workshops should be taught in English and adapt to each group of children (child: 8-10; kids:11-13 y Teens: 14-16 years old )

I would like to discuss with you this topic, assess your interest and possible next steps we should follow.

I leave my mobile, xxxxxxxxxxxxx.

Given the proximity of the event (2-5 March) I would request a prompt response,

Beforehand, thanks and regards


So far everything seems fine. Perhaps dates are somewhat fair but making an effort could. Of course, the difficulty level is high, since the briefing clearly marks the three workshops must be different, adapted to children in each age. In addition, in English, since they are designed for children of executives attending the Congress city.

In other words, workshops you have to create and adapt expressly, representing a minimum back office for workshop 10 hours. After must be validated, translate, and rehearse, which is a few hours, and finally deliver, which is 90 minutes x 3 courses. That is to say, We talk about a preparation plus 40h front office 4,5h.

Attention, Any idea remuneration?. Phoned, since the price was not included in the initial mail and here came the surprise. We paid 75 € per workshop, that is, 225€ in total. Work over 40 hours, English well, and it would hurry a final reward… 5€/h (five euros per hour). pure humiliation.

The worst of it is that possibly 30 executives attending an international congress possibly among everyone can pay more than 225 € to train their offspring in a small shop personal brand. good look, sale a 7,5€ by executive and child. In other words, I'm pretty sure that executives pay much more, but money is lost with the broker, a real pirate. Excuse me, but… they give.

It kills free and underpaid humiliates, so I regained hashtag my friend and partner Jordi Collell #logratismata and I add #lomalpagadohumilla.