Marketingul, a\u015fa cum \u00eel \u015ftiam, gra\u0163ie prolifer\u0103rii internetului \u015fi-a modificat parametrii. Am p\u0103truns \u00eentr-o nou\u0103 er\u0103, \u00een care leadership-ul trebuie meritat, fie c\u0103 este vorba despre o organiza\u0163ie m\u0103runt\u0103 sau despre una puternic\u0103. \u00cenainte, existau “cei mari”: ziarele, revistele care aveau cea mai mare vizibilitate erau considerate autoritatea suprem\u0103. Ele se adresau masei de consumatori spun\u00e2ndu-le: “Ave\u0163i \u00eencredere \u00een noi, noi \u015ftim cel mai bine ce vi se potrive\u015fte”.<\/p>\n
Noul marketing func\u0163ioneaz\u0103 altfel: clientul este cel care hot\u0103r\u0103\u015fte pentru sine. Ca s\u0103 hot\u0103rasc\u0103 \u00een favoarea m\u0103rcii sau firmei dumneavoastr\u0103, trebuie s\u0103-l vr\u0103ji\u0163i. S\u0103-l determina\u0163i, prin felurite metode, s\u0103 v\u0103 caute, s\u0103 renun\u0163e la scepticism, la blazare, la imobilism sau la resemnare \u015fi s\u0103 intre sub influen\u0163a felului \u00een care dumneavoastr\u0103 vede\u0163i lumea. S\u0103 devin\u0103 dependent de produsele dvs. – \u00eentr-un mod pozitiv, nu am\u0103gindu-l – astfel \u00eenc\u00e2t s\u0103 tr\u0103iasc\u0103 \u00eenc\u00e2ntarea de a v\u0103 fi client \u015fi \u00eencrderea deplin\u0103. P\u00e2n\u0103 \u00eentr-at\u00e2t \u00eenc\u00e2t s\u0103 treac\u0103 cu vederea micile neajunsuri despre care vorbeam \u00een preambulul acestui articol.<\/p>\n
Fiecare capitol din “\u00cenc\u00e2ntare” este un ghid care v\u0103 arat\u0103 cum s\u0103 lucra\u0163i asupra punctelor slabe \u015fi cum s\u0103 le consolida\u0163i pe cele puternice. Cum sur\u00e2de\u0163i? \u015eti\u0163i s\u0103 saluta\u0163i cum se cuvine? Iat\u0103 ni\u015fte detalii aparent minore c\u0103rora, dumneavoastr\u0103 ca antreprenor, a\u0163i uitat s\u0103 le mai acorda\u0163i importan\u0163\u0103. P\u00e2n\u0103 \u00eentr-at\u00e2t \u00eenc\u00e2t a\u0163i devenit un simulacru al personajului care era\u0163i cu c\u00e2\u0163iva ani \u00eenainte. A\u0163i devenit poate arogant, f\u0103r\u0103 s\u0103 v\u0103 da\u0163i seama, \u015fi v-a\u0163i transformat sur\u00e2sul \u00eentr-un rictus automat. Reveni\u0163i, prin urmare, la felul dumneavoastr\u0103 autentic de a fi. Pentru c\u0103 magia (\u00eenc\u00e2ntarea) este nu doar o metod\u0103 de a ac\u0163iona asupra celorlal\u0163i, ci \u015fi asupra propriei persoane.<\/p>\n
Iar cel mai nimerit om care s\u0103 v\u0103 vorbeasc\u0103 despre aceste ac\u0163iuni este \u00eensu\u015fi Guy Kawasaki. Nu este profesor de psihologie, ci un practician al artei de a \u00eenc\u00e2nta clien\u0163ii. Fost “evanghelist” al MacIntosh, a p\u0103r\u0103sit Apple pentru crea numeroase “start-up”-uri memorabile: Garage Technology Venture sau Alltop, de pild\u0103. El inspir\u0103 \u015fi c\u0103l\u0103uze\u015fte milioane de de antreprenori care se \u00eembulzesc la conferin\u0163ele sale, iar aici, \u00een acest volum de referin\u0163\u0103, v\u0103 livreaz\u0103 cele mai “\u00eenc\u00e2nt\u0103toare” secrete ale sale.<\/p>\n
Guy Kawasaki – “\u00cenc\u00e2ntare”, Editura Publica, Bucure\u015fti, 2012<\/u><\/p>\n","protected":false},"excerpt":{"rendered":"
V\u0103 sim\u0163i\u0163i \u00een stare s\u0103 trece\u0163i cu vederea sl\u0103biciunile ale unei anumite m\u0103rci? G\u00e2ndi\u0163i-v\u0103, bun\u0103oar\u0103, la Apple. Dac\u0103 r\u0103spunsul la \u00eentrebare este “da”, atunci \u00eenseamn\u0103 c\u0103 sunte\u0163i fermecat. C\u0103 v\u0103 afla\u0163i sub magia “m\u0103rului”.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7194],"tags":[255,7193,21528,27985,171,193,27984,204],"class_list":["post-55620","post","type-post","status-publish","format-standard","hentry","category-carte","tag-antreprenori","tag-carte","tag-editura-publica","tag-incantare","tag-internet","tag-it","tag-kawasaki","tag-tehnologie"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/55620","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=55620"}],"version-history":[{"count":1,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/55620\/revisions"}],"predecessor-version":[{"id":72048,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/55620\/revisions\/72048"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=55620"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=55620"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=55620"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}