El talento


Manuela Battaglini

Talento

Voy a empezar este post con una frase que estarán hartos de escuchar en estos últimos años. “Todas las personas poseen talento, y todas, sin excepción, son capaces de conseguir lo que se proponen. Sólo hay que saber cómo”.

Esta afirmación la escuchamos y la leemos todos los días, junto a la otra expresión que versa que es la creatividad la única que nos va a salvar en estos tiempos de crisis. Pero, permítanme que les diga que yo no veo a más personas talentosas ni a más personas creativas. Por lo tanto, si esto es así, es que hay algo que está fallando, porque tenemos delante de nosotros un panorama idílico para explotar nuestro potencial y triunfar y, en cambio, no veo casos de éxito como debería corresponder.

Esta carencia está relacionada con varios aspectos de nuestra vida actual. Uno de ellos es la enseñanza y los educadores. Hoy en día, los profesores se quejan de que sus alumnos no están incentivados, que no quieren prosperar y que son conformistas. Incluso se preguntan a sí mismos: Pero, ¿a dónde se ha ido el talento? Y la respuesta es: el talento está delante de tus narices. En cada uno de tus alumnos, pero también es labor del maestro indicarles cuál es el camino para encontrarlo fomentando la pasión por lo que les gusta y no limitándose a transmitir lo que saben.

Cuando me fui a estudiar a Italia, me encontré con una grata sorpresa, y fue el mecanismo de enseñanza que impartían en la Universidad. Cada asignatura era impartida en un aula distinta. Según lo que se explicara, se impartía la lección en un aula que fomentase la percepción de la explicación de la materia, e incluso, dentro de la misma asignatura cambiábamos de espacio llegando a impartir la lección dentro de una iglesia. ¡Esto, en muchos sitios, es impensable!

¡Pero este mecanismo no tenía otro objetivo que transmitir pasión! Pasión por lo que aprendes, pasión por lo que quieres ser y pasión por conseguir tus objetivos. Esto es lo que escasea actualmente: maestros que transmitan pasión y, por lo tanto, que fomenten pasión. Leer más “El talento”

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Employee Benefits


Domino's Pizza UK & IRL plc
Image via Wikipedia

– Noreen O’Leary
In the battle to win over consumers during difficult economic times, marketers are sending their employees to the front lines. The trend seems to be accelerating. Last week, Zappos introduced a new pitch with puppets fronting actual recordings of employee customer service calls. Last month, Lowe’s launched a campaign with store associates advising cash-strapped DIY consumers.

Those campaigns come after several others celebrating the rank and file. Over the past year or so, Southwest Airlines, Ford, Domino’s, Bank of America, General Electric, Exxon Mobile and Verizon have featured staffers or actors playing them.

The use of workers to humanize corporate entities has been a time-honored marketing tradition, of course. But in an era of Web 2.0 transparency, their visibility takes on greater meaning, signaling the higher importance of customer service in the marketing mix. More subliminally, as America’s battered consumers have lost faith in the institutions they hold responsible for the current economic mess—and anger toward corporations behind massive layoffs—staffers offer a kind of peer credibility as corporate advocates.

Companies whose images had taken a public flogging often made use of the tactic.  Bank of America used associates in blunt, no-frills ads with the unscripted spots addressing “stressed” consumers, those who had lost their jobs and others just trying to survive. “We weren’t there to sell to them, but just to let them know we were trying to work with them,” explained Meredith Verdone, BofA brand and advertising executive. “The reaction we got was how it humanized the bank, which was important to rebuilding trust.”

Last summer, General Electric employees personified CEO Jeff Immelt’s public remarks about the imperative for American manufacturing renewal. In commercials like “Wrench,” GE staffers from its aircraft, engine, healthcare and energy businesses participated in a relay toss of a wrench around their respective units, with a voiceover describing GE as a company creating “innovation today for America’s tomorrow.” Said Judy Hu, GE global executive director, advertising and branding: “We focused on the idea that we innovate with technological solutions to solve the world’s toughest challenges, but what we do everyday is just as important.” Leer más “Employee Benefits”

Apple’s future won’t be brought to you by the letter ‘i’


The default Home screen of the iPhone shows mo...
Image via Wikipedia

JULIAN LEE AND ASHER MOSES

Apple has been dealt a severe blow having been told that it no longer has a monopoly on the letter “i” as part of the name for its products.

A trademarks tribunal has knocked back Apple’s bid to stop a small company from trademarking the name DOPi for use on its laptop bags and cases for Apple products.

Apple argued that the DOPi name – which is iPod spelt backwards – was too similar to its own popular portable music player, which has sold in excess of 100 million units worldwide.

Apple has long since relied on its legal muscle to pursue any individual or company it sees as infringing on its copyright and trademarks.

But its ambitions to make widespread claims on the letter “i” came to a grinding halt when the tribunal rejected Apple’s claim that punters might be confused into thinking that they were buying an Apple product.

While the case does not affect Apple’s current trademarks, companies wanting to use the “i” prefix will have a better chance of getting away with it, lawyers say.

It is just the latest in a string of David and Goliath battles. In the one corner is Apple with a market capitalisation of close to $US200 billion, making it the fourth largest publicly traded American company, and, in the other, is Wholesale Central, based in Sydney’s western suburbs that, in the six months to the end of June 2007, had sales of $71,000. Leer más “Apple’s future won’t be brought to you by the letter ‘i’”

Celebrities en ropa interior, para ¿subir? la autoestima femenina


Cosmopolitan se ha propuesto mejorar la autoestima de todas sus lectoras con Body Love, una nueva sección donde las mujeres conocerán técnicas para “quererse y sentirse realmente única”, explica la publicación en un comunicado.

Varias celebrities se han unido a esta iniciativa, y en el número de abril de Cosmopolitan cuentan sus experiencias personales para desmitificar la apariencia física como sinónimo de éxito, además de posar en ropa interior para mostrar su cuerpo “con honestidad”.
Miriam Giovanelli, Carla Nieto, Cecilia Freire, Itziar Miranda, Cristina Serrato, Tania Llasera, Angy, Andrea Dueso y Vinila Von Bismark, conforman el elenco de mujeres que abanderan el proyecto Body Love, con Pilar Rubio a la cabeza, quien ha afirmado a la publicación en una entrevista que el secreto de su éxito “va mucho mas allá de la apariencia física”.

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Nine Tips for Open Innovation


March 14, 2010 Open Innovation
by Stefan Lindegaard
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Last week, I attended an open innovation session led by General Mills. Among the distributed materials, I found nine tips for open innovation by Peter Erickson, their Sr. VP of Innovation, Technology and Quality.

The tips are based on General Mills’ successful collaborations with external innovators. I like them and since I believe they are universal, I want to share them with the open innovation community. Here they are:

• Create a differentiated opportunity. Be prepared to articulate how your product, idea or technology is unique and better than anything on the market.

Test your innovation. You’ll be able to speak to market interest and consumer or retailer reaction if you’ve previously placed your innovation before these audiences.

• Be selective. Avoid courting multiple corporate partners. Companies want to know you are as dedicated to them as they are to you.

• Find a contact to be your champion. Within a large company it’s essential to have a “tour guide” which is why all of General Mills’  external partners are matched with specific employees.

• Do your homework. Educate yourself on your partner’s key business line, strategies, industry and competitors.

Connect the dots. Make the connection between your innovation and the company’s business model and brand.

• Demonstrate you can deliver. Describe your team’s experience, your innovation’s scalability and any validation needs (e.g. health claims).

• Have a business model in mind. Communicate your desired opportunity but stay flexible.

• Part on good terms. If a company opts to pass on an opportunity, leave the door open to future collaboration.

http://www.15inno.com/2010/03/14/nine-tips-for-open-innovation/

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Ford y Microsoft tratan de averiguar cuántos caben en un Ka


En 2009, Microsoft se interesó por las predilecciones de los miembros de la comunidad Windows Live Messenger a la hora de adquirir un coche. Entre las conclusiones extraídas del sondeo, la compañía de Gates se quedó con dos: por un lado, que la personalización y la tecnología incorporada en el vehículo son dos características básicas a la hora de decidirse por un modelo u otro, y por otro, la elección del Ford Ka como su coche favorito de entre los de pequeño tamaño.


Sólo unos meses después, Ford y Microsoft presentan el nuevo Ford Ka Messenger, “el coche de tu comunidad”, una edición limitada y exclusiva de 500 unidades que incorpora el nuevo Windows Phone HTC Touch 2 con navegador GPS integrado y Messenger. El lanzamiento del vehículo viene precedido por la campaña ‘Cuantoscabenenunka’.
A finales de febrero, Ford y Microsoft lanzaban el site www.cuantoskabenenunka.com con el objetivo de que los internautas invitaran al mayor número de amigos posibles para meterlos, de forma virtual eso sí, en la nueva edición limitada y exclusiva del Ford Ka Windows Live Messenger. Leer más “Ford y Microsoft tratan de averiguar cuántos caben en un Ka”

Nielsen 2010 Social Media Report


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Nielsen Online released their “Nielsen 2010 Social Media Report” today which has a wealth of statisitcs on the social media landscape here in Australia.

Among the findings:

  • 9 million Australians now interact via social networks
  • content sharing is the most popular activity
  • 4 in 5 Australian Internet users have shared a photo
  • Twitter usage grew by 400% in 2009
  • Nearly 3/4 of Australians read a wiki
  • 2 in 5 Australians interact with companies via social networks

Read a PDF of today’s press release.

http://www.asiadigitalmap.com

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