Escape a la competencia siendo Diferente. Algo terrible ocurre a medida que una categoría de productos madura: los productos comienzan, inevitablemente, a parecerse entre sí. Este problema se llama Convergencia Competitiva. ¿Qué es? ¿Por qué ocurre? y ¿Quiénes lo han evitado? Esta charla pretende explorar esas preguntas e intentar contestar la siguiente: ¿Como empresas, como marcas, qué podemos hacer para ser… diferentes?
21. MOVIES
Dante’s Peak - Volcano
Bugs - Bichos
Deep Impact - Armageddon
Saving Private Ryan - The Thin Red Line
The Illusionist - The Prestige
No Strings Attached - Friends with Benefits
Randomly Organized
30. Flocking is controlled by three simple rules:
1. Separation (short range repulsion)
avoid crowding neighbors
2. Alignment
steer towards average heading of neighbors
3. Cohesion (long range attraction)
steer towards average position of neighbors
Craig Reynolds
34. Within a product Category
1. Separation
Each company seeks to differentiate their products in some feature
or value proposal
2. Alignment
Each company seeks to create products in line with what’s
expected for the category
3. Cohesion
Each company tries to go where the average positions of other
companies is
35. Within a product Category
1. Separation
Each company seeks to differentiate their products in some feature
or value proposal
2. Alignment
Each company seeks to create products in line with what’s
expected for the category
3. Cohesion
Each company tries to go where the average positions of other
companies is
49. • A company adds a new feature.
• Customers are pleased.
• Competitors match the new feature.
• The new feature becomes standard.
• Customers come to expect that level of features.
• The value proposition has expanded.
• Go back to #1.
EL Camino a la indiferenciación
50.
51.
52. #GX25
“It could be argued that product augmentation
is but an expensive route to commoditization”
53. The paradox of progress is
that it makes things better
until it makes things worse
79. “In any professional sphere, talented employees can
be poached, impressive technologies can be
duplicated, and low prices can easily be trumped.
But try as they might, no competitors, no matter
how skilled, can stake a claim to who you are, why
you matter, what you believe, and why others
should care.”
80. So…
WHO ARE WE? WHAT DO WE BELIEVE IN?
& WHY SHOULD ANYBODY CARE ABOUT US?