Prepare for the unexpected

Imagine that you are a pilot and you have to fly through a 5 mile canyon upside down. It’s actually kind of hard to imagine because it’s not something you’re trained to do but it’s something that could happen in a real life situation. It’s a scenario that’s outside your direct experience, you find it hard to accept it as possible and even worse adapting to it.

Now think about it this way:

What if businesses were judged on their ability to create ‘happiness for customers’? What if all those like buttons had less to do with becoming a fan and more to do with specific actions an organization took to actually make a customer happy? What if you hired people based on how happy they’ll make your customers? What if there were a ‘customer happiness index’ dashboard (Tweetdeck) and we’d all have access to it just like the stock market? What if businesses were penalized for wasting people’s time?


A smiley by Pumbaa, drawn using a text editor.

Imagine that you are a pilot and you have to fly through a 5 mile canyon upside down. It’s actually kind of hard to imagine because it’s not something you’re trained to do but it’s something that could happen in a real life situation. It’s a scenario that’s outside your direct experience, you find it hard to accept it as possible and even worse adapting to it.

Now think about it this way:

What if businesses were judged on their ability to create ‘happiness for customers’? What if all those like buttons had less to do with becoming a fan and more to do with specific actions an organization took to actually make a customer happy? What if you hired people based on how happy they’ll make your customers? What  if there were a ‘customer happiness index’ dashboard (Tweetdeck) and we’d all have access to it just like the stock market? What if businesses were penalized for wasting people’s time?

Imagine how every business would behave. Leer más “Prepare for the unexpected”

A Guide to Choosing an Internet Based Fax Service [shortlisted the top 5 services]

Although most people have switched to email, there are those rare occasions when you have to send signed documents with your written signature and a fax just seems like an appropriate solution then.

You don’t need a dedicated fax machine any more as there are quite a few good web based services, both paid and free, that let you send and receive faxes using your computer itself without requiring any extra hardware. You don’t need a “fax modem” or even your traditional landline phone to send a fax via the computer.

How Internet Faxing Works?

Most online fax services work in a similar way. They give you a dedicated fax number and any fax message that’s sent to that number is forwarded to you as an email attachment. Alternatively, if you want to send a fax from your computer to another fax machine, you can send your document as an email attachment to the online fax service who in turn will forward it to the recipient’s fax machine.


send fax from computerAlthough most people have switched to email, there are those rare occasions when you have to send signed documents with your written signature and a fax just seems like an appropriate solution then.

You don’t need a dedicated fax machine any more as there are quite a few good web based services, both paid and free, that let you send and receive faxes using your computer itself without requiring any extra hardware. You don’t need a “fax modem” or even your traditional landline phone to send a fax via the computer.

How Internet Faxing Works?

Most online fax services work in a similar way. They give you a dedicated fax number and any fax message that’s sent to that number is forwarded to you as an email attachment. Alternatively, if you want to send a fax from your computer to another fax machine, you can send your document as an email attachment to the online fax service who in turn will forward it to the recipient’s fax machine. Leer más “A Guide to Choosing an Internet Based Fax Service [shortlisted the top 5 services]”

Why a Prospective Client Should Choose You

Creating this list should be fairly easy, if you already have a business plan then you’ll have done all of your SWOT analysis on your competition and yourself so you’ll know what your strengths are over your competitors. If you didn’t do this then don’t fret. Do some SWOT analysis research now and not only will you be able to create the list but you may also find out some interesting facts about your competitors and yourself that could help you out in the future too. You can use these strengths to create your list which should just be a snappy little headline and a small paragraph of text going into some brief detail on how you have this advantage and what benefit this has on the client.


There are thousands of other freelancers out in the wild, so why should a prospective client choose you over your competition? They aren’t to know what will happen if they do or don’t hire you and they aren’t to know how you’ll carry out their project but if they somehow did know then they would choose you, wouldn’t they?

What you could do is just tell them straight up five or ten reasons why they should hire you instead of your competition. You can set up a new page on your website or send out an email to a prospective client and give them a list of five, ten, or however many reasons you think they’ll need that will convince them that you are the freelancer they should choose for their next web project. Try and keep the list short and snappy though so it doesn’t turn out to be the length of a 4-year-old’s Christmas wish list. Leer más “Why a Prospective Client Should Choose You”

¿Qué es un tipping point? Buscar a unos pocos para llegar a muchos

¿Qué es un tipping point?

En primer lugar traduzcamos la frase. Cuando se busca en los diccionarios el equivalente en español para tipping point la frase que aparece con más frecuencia es “la gota que derramó el vaso”; la traducción, aunque gráfica y clara, se beneficia con una extensión: “el punto en el cual algo insignificante se vuelve importante”.
Gladwell lo define como “ese momento mágico en que una idea, tendencia o conducta social cruza un umbral, se vuelca y se esparce como incendio forestal”. Modas repentinas de productos, de grupos musicales, de lugares, de comidas, son todos ejemplos de epidemias impulsadas socialmente que han alcanzado su punto de derrame. ¿Pero cómo llegaron allí? ¿Esos puntos de derrame pueden ser inducidos?


En su influyente libro “The Tipping Point” publicado por primera vez en el año 2000, Malcolm Gladwell introduce al lector la idea de “epidemia social” y presenta pruebas precisas extraídas del mundo real para ilustrar cómo nace y se desparrama.

Sus teorías tuvieron eco porque desafiaban la forma en que las empresas definen a sus mercados objetivos y los métodos que emplean para armar y comunicar sus mensajes de marketing.

Este artículo resumen las ideas clave del libro.

¿Qué es un tipping point?

En primer lugar traduzcamos la frase. Cuando se busca en los diccionarios el equivalente en español para tipping point la frase que aparece con más frecuencia es “la gota que derramó el vaso”; la traducción, aunque gráfica y clara, se beneficia con una extensión: “el punto en el cual algo insignificante se vuelve importante”.
Gladwell lo define como “ese momento mágico en que una idea, tendencia o conducta social cruza un umbral, se vuelca y se esparce como incendio forestal”. Modas repentinas de productos, de grupos musicales, de lugares, de comidas, son todos ejemplos de epidemias impulsadas socialmente que han alcanzado su punto de derrame. ¿Pero cómo llegaron allí? ¿Esos puntos de derrame pueden ser inducidos?

A partir de una frondosa investigación, el autor plantea tres factores que, según él, contribuyen significativamente a que las epidemias sociales alcancen su “tipping point”:

• La ley de los pocos: Las epidemias sociales están “controladas por un puñado de personas” con fuertes conexiones sociales.
• El factor pegoteo: La idea, tendencia, o conducta social debe ser memorable para difundirse rápidamente y eficazmente.
• El poder del contexto: Cambios sutiles en el ambiente pueden hacer una gran diferencia en la forma en que actúa la gente en un contexto particular.

De los tres, la “Ley de los pocos” llama la atención y exige un análisis de cómo se relaciona con las prácticas empresariales convencionales. Se puede encontrar una relación entre esa idea y el clásico marketing dirigido a un mercado objetivo. Leer más “¿Qué es un tipping point? Buscar a unos pocos para llegar a muchos”

The Big Trend in Small Social Sites

Apple (AAPL) dove into interest-specific social media this month with the launch of Ping, a service for connecting music fans and artists. Unlike Ping, which has a ready-made feeder community of tens of millions of iTunes customers (and which surpassed 1 million users in just 48 hours), most niche network operators have to do more with less, building features into their sites to secure loyalty and interaction from users. There’s a payoff: They can charge higher ad rates. “The only way for a network to survive in a small community is to have a very high revenue per user,” says Jeff Clavier, a Silicon Valley angel investor who has backed canine site Dogster and video-gamer community Curse.

The exemplar of niche network success is myYearbook, founded in 2005 by siblings David and Catherine Cook. The site pulls in 25 million users, mostly teenagers, via dozens of games such as Blind Date, in which players attempt to match up compatible peers. “Our assumption is essentially everyone will have a Facebook account and use it to connect to friends and family,” says Geoff Cook, who joined his brother and sister soon after they founded the New Hope (Pa.) company, becoming chief executive officer. “Our users are here to meet new people.”


Niche social networks such as myYearbook and Dogster draw users and advertisers, adding up to a sizable portion of the social Web

By Douglas MacMillan
Saltwater fly-fishing pro Tony Biski recently came home with a story so good he couldn’t wait to share it. “It was a 12-foot great white shark viciously thrashing his tail and spraying us as he ran off with the fish,” wrote Biski, a resident of Chatham, Mass., in a post that grabbed the attention of dozens of other anglers on the Web. One commenter wanted to know if Biski had time to snap a photo. Another quipped: “Just in time for the 35th anniversary of Jaws.”

Biski didn’t bother posting his fish tale on Facebook, the 500 million-user site that’s the world’s biggest social network. Instead, he shared his story on GoFISHn, a community of a few thousand anglers. The site features maps that pinpoint where fish are biting, a photo gallery where members can show off their catches, and other quirks that distinguish it from a mass audience site. “We feel like we’re a moon orbiting Facebook,” says Ned Desmond, a former digital publishing executive at Time Inc. (TWX) who launched GoFISHn in December 2009. Desmond plans to create GoHUNTn and up to eight other interest-specific networks in coming years.

Facebook’s six-year rise from exclusive online hub for Ivy Leaguers to global digital directory has inspired a countertrend: niche social sites. Name an affinity, hobby, occupation, or demographic—mustache-wearing men, hamster lovers, moms, research scientists, boomers—and there’s likely to be a dedicated social network for it. While most niche networks are run by fledgling tech startups and are, almost by definition, small, they add up to a sizable portion of the social Web; in July at least 280 million people logged on to social sites other than Facebook and Twitter, according to audience tracker comScore (SCOR). Andrew Lipsman, comScore director of industry analysis, estimates the real number could be as high as 700 million, since many people use more than one social site. Leer más “The Big Trend in Small Social Sites”

7 Creativity Thoughts to Change Your Day


by Mike Brown

7 Creativity Thoughts to Change Your Day

  1. Creativity scares the s#!t out of lots of authority figures! Hand them some toilet paper and keep going!!!
  2. Creative variation is more than okay. Creative variation is wondrous!!!
  3. Explain something you’re familiar with to someone who has no idea about it. Use pictures. Or act it out. Or make it a song.
  4. Find a few moments for creative silence today – think, pray, nap to give yourself a break.
  5. Don’t email the same old memo. Do a diagram, mind map, or sketch of your points and use it instead.
  6. When known for complete unconventionality, sometimes you have to be blatantly conventional to stay truly unconventional. Surprise somebody today.
  7. Give your brain a break by thinking about something completely frivolous right this very instant.
    Leer más “7 Creativity Thoughts to Change Your Day”

More Drama, Obama

It wasn’t until the end of President Barack Obama’s first full press conference in three months that a problem became clear.

In the last question of the hour-plus session in the East Room of the White House on Friday morning, Fox News correspondent Wendell Goler asked the president about the Islamic center being constructed near Ground Zero in lower Manhattan, requesting that Obama “weigh in” on the “wisdom” of establishing a “mosque” near the site of the 9/11 attack. (Goler balanced out the question with a reference to the would-be Koran-burning pastor.) Obama delivered a heartfelt, forceful, and extensive reply. He noted that a bedrock principle of the nation is that all men and women “can practice religion freely.” If you can build a church, a synagogue, a Hindu temple on a site, he said, then you should be able to build a mosque. “We’re not at war with Islam,” he proclaimed. Referring to US soldiers, he said, with his voice rising, “I’ve got Muslims fighting in the uniform of the armed services of the United States. They’re putting their lives on the line for us…They are Americans!” His point: Should they be denied the freedom to practice their religion?


— White House photo/Pete Souza

At his press conference, the president delivered an impassioned defense of religious freedom, but failed to get worked up about the No. 1 issue: the economy.

— By David Corn

It wasn’t until the end of President Barack Obama‘s first full press conference in three months that a problem became clear.

In the last question of the hour-plus session in the East Room of the White House on Friday morning, Fox News correspondent Wendell Goler asked the president about the Islamic center being constructed near Ground Zero in lower Manhattan, requesting that Obama “weigh in” on the “wisdom” of establishing a “mosque” near the site of the 9/11 attack. (Goler balanced out the question with a reference to the would-be Koran-burning pastor.) Obama delivered a heartfelt, forceful, and extensive reply. He noted that a bedrock principle of the nation is that all men and women “can practice religion freely.” If you can build a church, a synagogue, a Hindu temple on a site, he said, then you should be able to build a mosque. “We’re not at war with Islam,” he proclaimed. Referring to US soldiers, he said, with his voice rising, “I’ve got Muslims fighting in the uniform of the armed services of the United States. They’re putting their lives on the line for us…They are Americans!” His point: Should they be denied the freedom to practice their religion? Leer más “More Drama, Obama”

Dangerous Ideas: Getting Started Is Overrated [FYI-A GOOD READ]

Perhaps a more poignant example would be to find and interview the 10 people in the country who had the biggest and fastest overall increase to their finances in the last year. Guess who would dominate this list? Lottery winners. Ignoring the survivor bias, one could conclude: the people who get richest fastest all invested heavily in lottery tickets, so that’s what I should do too!

The same, of course, can be applied to an entrepreneur, or anyone, really, who had success in a glamorous pursuit. To the winner, their path seems straightforward. It was just a matter of putting in the time and the results followed. To someone in this position, it can be incredibly frustrating to watch people denying themselves similar success simply because they’re afraid to get started.

But the survivor bias lurks…

For every successful entrepreneur, or writer, or blogger, or actor, there are dozens of others who did get started but then flamed out. Some people lack the right talents. For many more, the pursuit, once past that initial stage of generic, heady enthusiasm, simply lost its attraction and their interest waned.

The Saturation Method

I have observed many people who have had long-term success in an impressive pursuit. I have also observed many people who went after such successes yet failed. I hope by combining both outcomes – success and failure – I can identify a predictor of the former that will remain free of the taint of survivor bias.

In short, I’ve noticed that people who succeed in an impressive pursuit are those who:

* Established, over time, a deep emotional conviction that they want to follow that pursuit.
* Have built an exhaustive understanding of the relevant world, why some succeed and others don’t, and exactly what type of action is required.

This takes time. Often it requires a long period of saturation, in which the person returns again and again to the world, meeting people and reading about it and trying little experiments to get a feel for its reality. This period will be at least a month. It might last years.

Steve Martin’s Diligence

Steve Martin noted that the key to becoming really good at something (so good that they can’t ignore you), is diligence, which he defines as effort over time to the exclusion of other pursuits. This is why people who ultimately succeed in a pursuit go through such a long period of vetting before they begin – if you’re not 100% convinced and ready to tackle something, potentially for years, to the exclusions of the hundreds of interesting new ideas that will pop up along the way, you’ll probably fizzle out well before reaping any reward.


Dangerous Ideas: Getting Started Is OverratedAttend any talk given by an entrepreneur and you’ll hear some variation of the following: The most important thing you can do is to get started! I completely disagree.

This advice has percolated from its origin in business self-help to the wider productivity blogging community. You’ve heard it before: Do you want to become a writer? Start writing! Do you want to become fit? Join a gym today! Do you want to become a big-time blogger? Start posting ASAP! If you don’t start, you’re weak! You’re afraid of success!

Here’s the problem: I completely disagree with this common advice. I think an instinct for getting started cripples your chance at long-term success. And I suggest that, on the contrary, you should develop rigorous thresholds that any pursuit must overcome before it can induce action.

Allow me to explain why…

Survivor Bias

In his convention-busting book, Fooled by Randomness, Nassim Taleb preaches the danger of survivor bias – a common fallacy in which we emulate people who succeeded without considering those who used similar techniques but failed. Taleb uses the example of The Millionaire Next Door, a popular finance guide in which the authors interviewed a large group of millionaires. As Taleb points out, the habits of these millionaires – accumulating wealth through spartan living and aggressive investments – should not be emulated unless one can determine how many more people followed a similar strategy but failed to hit it big.

Perhaps a more poignant example would be to find and interview the 10 people in the country who had the biggest and fastest overall increase to their finances in the last year. Guess who would dominate this list? Lottery winners. Ignoring the survivor bias, one could conclude: the people who get richest fastest all invested heavily in lottery tickets, so that’s what I should do too!

The same, of course, can be applied to an entrepreneur, or anyone, really, who had success in a glamorous pursuit. To the winner, their path seems straightforward. It was just a matter of putting in the time and the results followed. To someone in this position, it can be incredibly frustrating to watch people denying themselves similar success simply because they’re afraid to get started.

But the survivor bias lurks… Leer más “Dangerous Ideas: Getting Started Is Overrated [FYI-A GOOD READ]”

From the Tips Box: Google Instant, Full Screen Google Maps, and Secure Facebook


Readers offer their best tips for making Google Instant work in Opera, viewing Google Maps in full screen, and visiting encrypted Facebook.

About the Tips Box: Every day we receive boatloads of great reader tips in our inbox, but for various reasons—maybe they’re a bit too niche, maybe we couldn’t find a good way to present it, or maybe we just couldn’t fit it in—the tip didn’t make the front page. From the Tips Box is where we round up some of our favorites for your buffet-style consumption. Got a tip of your own to share? Add it in the comments, share it here, or email it to tips at lifehacker.com.

From the Tips Box: Google Instant, Full Screen Google Maps, and Secure Facebook

Make Google Instant Work in Opera

Rkarren tells us how to fix Google Instant in unsupported browsers:

To make Google Instant work in Opera (Google says that its not supported), right click on the home page and click Edit Site Preferences. Go to the network tab, and under Browser Identification, click “Mask as Firefox“. This trick also works with Netflix.

From the Tips Box: Google Instant, Full Screen Google Maps, and Secure Facebook

View Google Maps in Full Screen

We’ve mentioned a Greasemonkey script to view full screen Maps, but Till Dettmering shares an alternative method without extra add-ons:

View Google Maps in fullscreen by adding ?output=embed to the URL:

http://maps.google.com/maps?output=embed

Note that this doesn’t fill your entire screen; just the entire browser window—but you can then make your browser full screen to make Maps truly full screen.
Leer más “From the Tips Box: Google Instant, Full Screen Google Maps, and Secure Facebook”

All You Did Was Weaken A Country Today

Everyone is talking about Craigslist finally folding and taking down its adult services section. Earlier this month they took it down on the U.S. Craigslist sites without public comment, replacing it with a “censored” logo. A couple of days ago even that censored logo was removed. The debate is centered around prostitution. And in particular around sex slavery, sex crimes and underage prostitution. Nasty stuff, which is probably why Craigslist eventually surrendered. It’s hard to debate that kind of emotion with logic, even when the law is on your side.


Everyone is talking about Craigslist finally folding and taking down its adult services section. Earlier this month they took it down on the U.S. Craigslist sites without public comment, replacing it with a “censored” logo. A couple of days ago even that censored logo was removed. The debate is centered around prostitution. And in particular around sex slavery, sex crimes and underage prostitution. Nasty stuff, which is probably why Craigslist eventually surrendered. It’s hard to debate that kind of emotion with logic, even when the law is on your side.And on Craigslist’s side the law is. The EFF rightly sees this as nothing but a freedom of speech issue, saying “Through this now years-long struggle, Craigslist’s legal position has been and remains absolutely, unequivocally correct…The federal statutory immunity upon which Craigslist relies is not some clever loophole. Rather…a conscious policy decision by Congress to protect individuals and companies who would otherwise be vulnerable targets to litigants who want to silence speech to which they object, illegal or not.” Leer más “All You Did Was Weaken A Country Today”

Sony siembra terror en Madrid con una campaña de promoción de un film


Antes del estreno de Resident Evil: Ultratumba, la compañía realizó una acción de street marketing que, sin dudas, logró llamar la atención a los peatones

Sony siembra terror en Madrid con una campaña de promoción de un film
Recurrir a las acciones de marketing callejeras no es nada nuevo para Sony Pictures Releasing de España, quien las utiliza como uno de los medios más efectivos para llegar a sus clientes.

Sin embargo, en esta ocasión, el resultado fue crear pánico entre muchos de los peatones, mientras que otros pudieron disimular con alguna risa nerviosa.

Como su propio título sugiere, se trata de un film de acción, apocalíptico y bélico, que fue rodado en 3D.

Para trasladar la ambientación del argumento a las calles de Madrid, la agencia Bungalow25 colocó a comienzos del mes de septiembre cientos de brazos, realizados en silicona, lastimados y con una apariencia realista.

Los mismos se colocaron de forma estratégica en alcantarillas, puertas exteriores de ascensores y en colectivos, de tal manera que, al pasar frente a ellos, diera la impresión de que una horda de no-muertos intentaba escapar de su encierro.

Las distribuidoras cinematográficas suelen incluir en el mix de medios de los lanzamientos de sus grandes películas el marketing callejero, siempre relacionado con la temática del film. Leer más “Sony siembra terror en Madrid con una campaña de promoción de un film”

Teletrabajadores del Estado usarán tecnologí­a de Telecom y Cisco


La iniciativa acordada entre las empresas y el Ministerio de Trabajo será un caso testigo que inicialmente tendrá una duración de seis meses

Teletrabajadores del Estado usarán tecnologí­a de Telecom y Cisco

En lo que constituye la primera experiencia de articulación público-privada para impulsar la modalidad de teletrabajo en la Argentina, Telecom y Cisco entregaron una carta de intención al ministro de Trabajo, Carlos Tomada, por la cual se comprometen a proveer todos los elementos necesarios para facilitar la inserción de los empleados del sector público en la modalidad de teletrabajo.

La experiencia sigue la línea propuesta por el Propet (Programa de Seguimiento y Promoción del Teletrabajo en Empresas Privadas), donde se desarrolló el teletrabajo exitosamente en empresas privada, con Cisco, Telecom e YPF como primeras en implementarlo.

En los últimos años la cartera laboral impulsó el desarrollo del teletrabajo en el país, mediante la Coordinación de Teletrabajo a cargo de Viviana Díaz.

La iniciativa acordada entre las empresas y el ministerio será un caso testigo que inicialmente tendrá una duración de seis meses, en los que 10 trabajadores del organismo público recibirán toda la tecnología y herramientas incluidos en el kit de teletrabajo. Leer más “Teletrabajadores del Estado usarán tecnologí­a de Telecom y Cisco”

Los CFO tienen que ser analistas para transformar “a la carta” el área de finanzas

organizó en el hotel Hilton.

Para Silvers, los CFO deben transformar su área “a la carta”, es decir, enfocar la transformación atendiendo a las prioridades de cada empresa pero apoyando al negocio para alcanzar el crecimiento, mejorar la eficiencia y manejar los riesgos.

Para esto, los CFO tienen que desarrollar cuatro facetas fundamentales: administrador, operador, estratega y catalizador.

De esa manera integran en su función las tareas de administrar, de balancear el costo con el nivel del servicio pero sobre todo para ayudar a definir cuáles son las mejores estrategias y cómo éstas se ejecutan. El CFO se convierte en socio del negocio, y es el que brinda la información vital para la toma de decisiones a nivel gerencial.

Es claro que hay un nuevo escenario y los CFO deben estar preparados para los desafíos que se presentan.


De visita en Buenos Aires, Samuel Silvers, Socio Líder de Finance Transformation de Deloitte US, advirtió que hoy los gerentes financieros deben estar involucrados en las decisiones estratégicas y no limitarse a prestar un “servicio de conserjería”. ¿Cuáles son las 4 facetas que deben desarrollar?

Los CFO tienen que ser analistas para transformar “a la carta” el área de finanzas

A medida que las empresas pasan de una etapa de reducción de gastos a la de crecimiento, los gerentes de Finanzas (CFO, por Chief Financial Officer) tienen que redefinir su rol para transformarse en socios del negocio de manera más efectiva, advirtió días atrás Samuel Silvers, Socio Líder de Finance Transformation de Deloitte US, en el marco de un desayuno de negocios que la compañía organizó en el hotel Hilton.

Para Silvers, los CFO deben transformar su área “a la carta”, es decir, enfocar la transformación atendiendo a las prioridades de cada empresa pero apoyando al negocio para alcanzar el crecimiento, mejorar la eficiencia y manejar los riesgos.

Para esto, los CFO tienen que desarrollar cuatro facetas fundamentales: administrador, operador, estratega y catalizador.

De esa manera integran en su función las tareas de administrar, de balancear el costo con el nivel del servicio pero sobre todo para ayudar a definir cuáles son las mejores estrategias y cómo éstas se ejecutan. El CFO se convierte en socio del negocio, y es el que brinda la información vital para la toma de decisiones a nivel gerencial.

Es claro que hay un nuevo escenario y los CFO deben estar preparados para los desafíos que se presentan. Leer más “Los CFO tienen que ser analistas para transformar “a la carta” el área de finanzas”

La dirección financiera gana influencia y poder dentro de las compañías

El 73% de los directores financieros está convencido de que su actual cargo es un destino profesional en sí mismo, y solo el 10% tiene aspiraciones de llegar a ser el consejero delegado de su compañía, según se desprende del estudio global elaborado por The Economist Intelligence Unit para Ernst & Young: The DNA of the CFO (El ADN de los directores financieros), entre un total de 669 de estos profesionales de Europa, Oriente Medio, India y África.

El relevamiento también refleja que tras la crisis financiera estos directivos han ganado peso y competencias, más allá de las tradicionales. Destaca ahora su gran potencial a la hora de influir en las estrategias corporativas y conducir procesos de cambio en las empresas, siendo esto último lo que mayor satisfacción aporta a su carrera, consigna Expansión & Empleo (E&E).

Cerca de dos de cada tres señalan que a menudo actúan como la cara pública de su empresa, sobre todo en lo relativo a los asuntos financieros. A nivel global, un número similar afirma que ahora su prioridad es aumentar la confianza financiera en el negocio.


Según un estudio global, estos ejecutivos tienen un gran potencial a la hora de influir en las estrategias corporativas y conducir procesos de cambio

La dirección financiera gana influencia y poder dentro de las compañías
El 73% de los directores financieros está convencido de que su actual cargo es un destino profesional en sí mismo, y solo el 10% tiene aspiraciones de llegar a ser el consejero delegado de su compañía, según se desprende del estudio global elaborado por The Economist Intelligence Unit para Ernst & Young: The DNA of the CFO (El ADN de los directores financieros), entre un total de 669 de estos profesionales de Europa, Oriente Medio, India y África.

El relevamiento también refleja que tras la crisis financiera estos directivos han ganado peso y competencias, más allá de las tradicionales. Destaca ahora su gran potencial a la hora de influir en las estrategias corporativas y conducir procesos de cambio en las empresas, siendo esto último lo que mayor satisfacción aporta a su carrera, consigna Expansión & Empleo (E&E).

Cerca de dos de cada tres señalan que a menudo actúan como la cara pública de su empresa, sobre todo en lo relativo a los asuntos financieros. A nivel global, un número similar afirma que ahora su prioridad es aumentar la confianza financiera en el negocio.

Otra de las conclusiones del estudio indica que, en los últimos tres años, más del 60 % de los directores financieros vio crecer su categoría profesional en la compañía. Esto se debe, en parte, a la alineación de su función financiera con el negocio y al hecho de que las turbulencias económicas han fomentado exponencialmente las consultas a estos profesionales sobre su visión del negocio o su disciplina de trabajo en la gestión empresarial.

El informe de Ernst & Young también destaca un cambio en la percepción de su función pasando de ser “unidades de prevención de negocio” a convertirse en un partner para el funcionamiento del mismo.

Para muchos directores financieros, la prueba de fuego es el grado con el que los directivos les consultan y piden consejo sobre aspectos clave de estrategia; un poco más de la mitad de los consultados afirma que esto ahora ya se produce de forma rutinaria, destaca E&E.
Leer más “La dirección financiera gana influencia y poder dentro de las compañías”

Conozca el plan de Brasil para crecer en la Argentina y así hacerse fuerte en Asia


Existe un ambicioso plan para elevar el control en la producción local de insumos clave. Cuáles son los próximos pasos de un país que piensa a largo plazo

Conozca el plan de Brasil para crecer en la Argentina y así hacerse fuerte en Asia
La novela de Brasil marcando el ritmo de las inversiones y el protagonismo económico sigue sumando capítulos. El último golpe de efecto de este movimiento de capital casi permanente fue la reciente compra de la cadena de hamburgueserías Burger King en u$s3.260 millones.

La adquisición de la emblemática compañía estadounidense no hace más que coronar una estrategia de crecimiento en el segmento de la comercialización de carne vacuna que, en su primera etapa, tuvo como prioridad el control de frigoríficos en la Argentina.

El desembarco de JBS en el 2007 con la compra de Swift -aunque ahora la compañía haga explícita su intención de desprenderse de tres de sus ocho plantas en el país-, puede tomarse como la primera muestra de este plan.

La posterior llegada de Marfrig, con la consiguiente adquisición de Quickfood, Argentine Breeders & Packers, Best Beef, Mirab y Estancias del Sur, profundizó todavía más la avanzada.

El objetivo a cumplir: controlar toda la cadena de valor del mercado de la carne. Mediante estas dos incursiones y otras inversiones de menor escala, de acuerdo a datos suministrados a iProfesional.com por la consultora Abeceb.com, Brasil pasó a dominar el 8% de la faena de ganado local, y ya posee más del 20% de la cuota Hilton.

“Las compras últimamente están orientadas a la cadena de valor. Como lo hicieron con la carne: acá primero vinieron por los frigoríficos y ahora están yendo directamente por los derivados”, aseguró a iProfesional.com el economista Tomás Bulat.

“Lo que hace Brasil está dentro de una estrategia general que comenzó hace décadas con la sustitución de importaciones, siguió con la mejora del mercado interno, y luego dio paso a la exportación. Ahora estamos en otro momento: el de la compra masiva de empresas en otros países”, agregó.

Algo similar a lo sucedido en el ámbito de la carne ocurrió en el sector del cemento y los materiales para la construcción.

Desde el 2005, Camargo Correa –previo pago de u$s1.025 millones– posee la cementera Loma Negra, la hormigonera Compañía de Servicios a la Construcción, la línea de transporte de carga Ferrosur, la firma de tratamiento de residuos Recycomb y, por si fuera poco, otra compañía de peso: Cementos del Plata.

En el segmento textil, la misma Camargo Correa es dueña de Alpargatas y Santana Chaco. Por su parte, la también brasileña Santista Textil posee Grafa –controlante de la marca Ombú–, y Vulcabras posee la licencia local para fabricar las zapatillas Signia y Reebok. La compra de las plantas de la ex Gatic les aseguró capacidad de producción y mercado.

Ejemplos similares son la cerveza Quilmes, que los brasileños optaron por comprar tras los intentos infructuosos por incentivar en el mercado local la demanda de Brahma, o la siderúrgica Acindar, en poder de Arcelor Mittal. Leer más “Conozca el plan de Brasil para crecer en la Argentina y así hacerse fuerte en Asia”