Murphy\u2019nin me\u015fhur kural\u0131 der ki: \u201cOlmuyorsa zorlay\u0131n, k\u0131r\u0131l\u0131rsa zaten de\u011fi\u015fmesi gerekir.\u201d<\/p>
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\u0130lk bak\u0131\u015fta riskli g\u00f6r\u00fcnen bu ifade, asl\u0131nda i\u015f d\u00fcnyas\u0131nda inovasyonun \u00f6z\u00fcn\u00fc anlat\u0131r. Neden mi? \u00c7\u00fcnk\u00fc yenilik, \u00e7o\u011fu zaman konfor alan\u0131n\u0131 zorlad\u0131\u011f\u0131m\u0131z noktada do\u011far.<\/strong><\/p> Bug\u00fcn bir\u00e7ok \u015firketin en b\u00fcy\u00fck yan\u0131lg\u0131s\u0131, \u2018bozulur\u2019 korkusuyla mevcut sistemlerine dokunmamakt\u0131r. Oysa el de\u011fmeyen d\u00fczenler, bir s\u00fcre sonra firmay\u0131 ileriye ta\u015f\u0131mak yerine kilitleyen yap\u0131lara d\u00f6n\u00fc\u015f\u00fcr. Ba\u015far\u0131l\u0131 \u015firketlerin ortak \u00f6zelli\u011fi, gerekti\u011finde mevcut yap\u0131lar\u0131 zorlamalar\u0131, k\u0131r\u0131lmas\u0131na izin vermeleri ve bu k\u0131r\u0131lmalardan yeni yollar a\u00e7malar\u0131d\u0131r.<\/p> Bunun bir\u00e7ok \u00f6rne\u011fi var. Global \u00f6rnek olarak Kodak firmas\u0131n\u0131 verebiliriz. Malum, dijital foto\u011fraf\u00e7\u0131l\u0131\u011f\u0131 ilk geli\u015ftiren firmalardan biri olmas\u0131na ra\u011fmen \u2018film i\u015fimiz bozulur\u2019 korkusuyla d\u00fczenlerine hi\u00e7 dokunmad\u0131lar. Sonu\u00e7? Ba\u015fka markalar dokundu, k\u0131rd\u0131 ve yepyeni bir sekt\u00f6r yaratt\u0131.<\/p> EZBER BOZAN ADIMLAR<\/strong><\/p> Dan\u0131\u015fmanl\u0131k hizmeti verdi\u011fimiz bir tekstil firmas\u0131nda, \u2018son kullan\u0131c\u0131yla i\u015fimiz olmaz\u2019 anlay\u0131\u015f\u0131 h\u00e2kimdi. K\u00fc\u00e7\u00fck bir e-ticaret denemesiyle bu ezberi zorlad\u0131k. Bug\u00fcn firma hem toptanc\u0131ya hem de do\u011frudan t\u00fcketiciye ula\u015fan g\u00fc\u00e7l\u00fc bir markaya d\u00f6n\u00fc\u015ft\u00fc.<\/p> Yine uzun y\u0131llar yaln\u0131zca fason \u00fcretimle ve risksiz b\u00fcy\u00fcmeyle yol alan Anadolu\u2019daki bir tekstil firmas\u0131, inovasyon \u00e7al\u0131\u015fmalar\u0131yla kendi koleksiyonunu \u00e7\u0131karmaya karar verdi\u011finde ilk etapta \u2018m\u00fc\u015fteri kaybederiz\u2019 endi\u015fesi ta\u015f\u0131sa da sonunda kendi markas\u0131yla Avrupa\u2019da ni\u015f bir m\u00fc\u015fteri kitlesi olu\u015fturmay\u0131 ba\u015fard\u0131.<\/p> Bir g\u0131da firmas\u0131nda y\u0131llard\u0131r de\u011fi\u015fmeyen ambalaj\u0131 sorgulad\u0131k. Deneme boy \u00fcr\u00fcn ekledik. Bu k\u00fc\u00e7\u00fck de\u011fi\u015fiklik sat\u0131\u015flar\u0131 art\u0131rmakla kalmad\u0131, \u00fcr\u00fcn\u00fc hi\u00e7 denememi\u015f yeni bir m\u00fc\u015fteri kitlesi kazand\u0131rd\u0131.<\/p> Bir makina \u00fcreticisinde, \u2018bizim makinalar tar\u0131mda i\u015fe yaramaz\u2019 \u00f6nyarg\u0131s\u0131n\u0131 tersine \u00e7evirdik. \u00dcr\u00fcnleri uyarlad\u0131lar ve \u015fimdi en b\u00fcy\u00fck cirolar\u0131n\u0131 tar\u0131m makinalar\u0131ndan elde ediyorlar.<\/p> Y\u0131llarca \u2018cam kavanozdan \u015fa\u015fmam\u2019 diyen bir bal \u00fcreticisi, farkl\u0131 tasar\u0131ma sahip bir \u015fi\u015feye ge\u00e7ti. Ba\u015fta \u2018m\u00fc\u015fterinin ilgisini kaybederiz\u2019 endi\u015fesi olsa da market raf\u0131nda sat\u0131\u015flar ikiye katland\u0131. \u00c7\u00fcnk\u00fc t\u00fcketici i\u00e7in do\u011fall\u0131ktan sonra gelen en b\u00fcy\u00fck de\u011fer, \u00fcr\u00fcn\u00fc nas\u0131l g\u00f6rd\u00fc\u011f\u00fcyd\u00fc.<\/p> Showroom sat\u0131\u015f\u0131yla s\u0131n\u0131rl\u0131 kalan bir mobilya firmas\u0131nda, \u2018abonelikli mobilya\u2019 modelini denedik. \u00d6\u011frenciler ve k\u0131sa s\u00fcreli ya\u015fayan yabanc\u0131lar i\u00e7in ezber bozan bu ad\u0131m, yepyeni bir m\u00fc\u015fteri grubunu beraberinde getirdi.<\/p> YEN\u0130 \u00dcR\u00dcN VE SATI\u015eTA ZORLAMANIZ GEREKEN \u00c7OK KONU VAR * Klasik ambalaj mant\u0131\u011f\u0131n\u0131z\u0131 k\u0131r\u0131n.\u00a0<\/p> * G\u0131dada tat ezberini bozun.<\/p> * \u00dcr\u00fcn\u00fcn kullan\u0131m alan\u0131n\u0131 geni\u015fletin. \u00c7ok farkl\u0131 kesimleri de m\u00fc\u015fteriniz yap\u0131n.<\/p> * Fiyat alg\u0131s\u0131n\u0131 y\u0131k\u0131n. Mutlaka para ile satmak zorunda de\u011filsiniz.<\/p> * \u00dcr\u00fcn ile deneyimi birle\u015ftirin.<\/p> \u00c7ALI\u015eMA K\u00dcLT\u00dcR\u00dcNDE EZBER\u0130 SARSMAK<\/strong><\/p> \u0130novasyon bazen radikal Ar-Ge yat\u0131r\u0131mlar\u0131ndan de\u011fil, ezberleri k\u0131ran k\u00fc\u00e7\u00fck ad\u0131mlardan do\u011far. \u00d6rne\u011fin bal\u0131 sadece kavanozda de\u011fil; tek kullan\u0131ml\u0131k stick, tablet veya sprey format\u0131nda sunmak\u2026 \u00c7i\u00e7ek bal\u0131n\u0131n \u00f6tesine ge\u00e7ip kahveli, lavantal\u0131 harmanlar denemek\u2026 Ya da \u00fcr\u00fcne hik\u00e2ye katmak: QR kod ile t\u00fcketiciyi ar\u0131 kovan\u0131 canl\u0131 yay\u0131n\u0131na ba\u011flamak. Bunlar\u0131n hepsi korkmadan zorlad\u0131\u011f\u0131m\u0131zda bizi \u00f6ne ge\u00e7irecek ad\u0131mlar olabilir.<\/p> Ayn\u0131 bak\u0131\u015f a\u00e7\u0131s\u0131 sosyal alanda da uygulanabilir: 9-6 sistemini sorgulay\u0131p haftada 4 g\u00fcn \u00e7al\u0131\u015fmay\u0131 denemek gibi. \u00d6rne\u011fin baz\u0131 Avrupa \u00fclkelerinde, gerekli haftal\u0131k saati \u00fc\u00e7 g\u00fcnde tamaml\u0131yorsan\u0131z di\u011fer g\u00fcn i\u015fe gelmenize gerek yok. Japonya\u2019da ise bir\u00e7ok firma, i\u015fe istedi\u011finiz saatte ba\u015flay\u0131p g\u00fcnl\u00fck mesainizi tamamlad\u0131\u011f\u0131n\u0131zda \u00e7\u0131kabilece\u011finiz esnek bir modeli uyguluyor ve bu yakla\u015f\u0131m giderek daha fazla ra\u011fbet g\u00f6r\u00fcyor.<\/p> Sosyal konularda zorlama yapmak istiyorsan\u0131z sosyal fayday\u0131 farkl\u0131la\u015ft\u0131r\u0131n. Sadece CV\u2019ye de\u011fil, aday\u0131n \u00e7\u00f6z\u00fcm \u00fcretme yetene\u011fine g\u00f6re i\u015fe al\u0131m yap\u0131n.<\/p> Kurumsal sosyal sorumlulu\u011fu da tersine \u00e7evirmeyi deneyin: Bilinen sosyal sorumluluk konular\u0131na yat\u0131r\u0131m yapmak yerine, \u00e7al\u0131\u015fanlar\u0131n kendi mahallesinde se\u00e7ti\u011fi mikro projelere b\u00fct\u00e7e olu\u015fturun.<\/p> HER KIRILMA, YEN\u0130LENMEN\u0130N BA\u015eLANGICIDIR \u00a0<\/strong><\/p> Bu \u00f6rneklerin hepsi \u015funu s\u00f6yl\u00fcyor: \u201cK\u0131r\u0131lacak diye sak\u0131nma. Zorlarsan k\u0131r\u0131l\u0131r; k\u0131r\u0131l\u0131rsa zaten de\u011fi\u015fmesi gerekiyordur.\u201d<\/p> Bug\u00fcn i\u015f d\u00fcnyas\u0131nda do\u011fru soru, \u2018Bozmadan nas\u0131l devam ederiz?\u2019 sorusu de\u011fil.\u00a0<\/p> Do\u011fru soru: Neyi zorlamal\u0131y\u0131z ki k\u0131r\u0131ld\u0131\u011f\u0131nda bize yeni bir yol a\u00e7s\u0131n?<\/p> Sevgili i\u015f insanlar\u0131, gelene\u011fi korumak g\u00fcvenlidir ama gelece\u011fi in\u015fa etmez. Fark yaratmak isteyen firmalar\u0131n, k\u0131r\u0131lmaktan korkmamas\u0131 gerekir. \u00c7\u00fcnk\u00fc her k\u0131r\u0131lma, asl\u0131nda bir yenilenmenin ba\u015flang\u0131c\u0131d\u0131r.<\/p> Peki, siz firman\u0131zda hangi kal\u0131b\u0131 zorlamaktan korkuyorsunuz? Belki de gelece\u011finize a\u00e7\u0131lan kap\u0131 tam da oradad\u0131r.<\/p> Murphy\u2019nin me\u015fhur kural\u0131 der ki: \u201cOlmuyorsa zorlay\u0131n, k\u0131r\u0131l\u0131rsa zaten de\u011fi\u015fmesi gerekir.\u201d<\/p> \u0130lk bak\u0131\u015fta riskli g\u00f6r\u00fcnen bu ifade, asl\u0131nda i\u015f d\u00fcnyas\u0131nda inovasyonun \u00f6z\u00fcn\u00fc anlat\u0131r. Neden mi? \u00c7\u00fcnk\u00fc yenilik, \u00e7o\u011fu zaman konfor alan\u0131n\u0131 zorlad\u0131\u011f\u0131m\u0131z noktada do\u011far.<\/strong><\/p> Bug\u00fcn bir\u00e7ok \u015firketin en b\u00fcy\u00fck yan\u0131lg\u0131s\u0131, \u2018bozulur\u2019 korkusuyla mevcut sistemlerine dokunmamakt\u0131r. Oysa el de\u011fmeyen d\u00fczenler, bir s\u00fcre sonra firmay\u0131 ileriye ta\u015f\u0131mak yerine kilitleyen yap\u0131lara d\u00f6n\u00fc\u015f\u00fcr. Ba\u015far\u0131l\u0131 \u015firketlerin ortak \u00f6zelli\u011fi, gerekti\u011finde mevcut yap\u0131lar\u0131 zorlamalar\u0131, k\u0131r\u0131lmas\u0131na izin vermeleri ve bu k\u0131r\u0131lmalardan yeni yollar a\u00e7malar\u0131d\u0131r.<\/p> Bunun bir\u00e7ok \u00f6rne\u011fi var. Global \u00f6rnek olarak Kodak firmas\u0131n\u0131 verebiliriz. Malum, dijital foto\u011fraf\u00e7\u0131l\u0131\u011f\u0131 ilk geli\u015ftiren firmalardan biri olmas\u0131na ra\u011fmen \u2018film i\u015fimiz bozulur\u2019 korkusuyla d\u00fczenlerine hi\u00e7 dokunmad\u0131lar. Sonu\u00e7? Ba\u015fka markalar dokundu, k\u0131rd\u0131 ve yepyeni bir sekt\u00f6r yaratt\u0131.<\/p> EZBER BOZAN ADIMLAR<\/strong><\/p> Dan\u0131\u015fmanl\u0131k hizmeti verdi\u011fimiz bir tekstil firmas\u0131nda, \u2018son kullan\u0131c\u0131yla i\u015fimiz olmaz\u2019 anlay\u0131\u015f\u0131 h\u00e2kimdi. K\u00fc\u00e7\u00fck bir e-ticaret denemesiyle bu ezberi zorlad\u0131k. Bug\u00fcn firma hem toptanc\u0131ya hem de do\u011frudan t\u00fcketiciye ula\u015fan g\u00fc\u00e7l\u00fc bir markaya d\u00f6n\u00fc\u015ft\u00fc.<\/p> Yine uzun y\u0131llar yaln\u0131zca fason \u00fcretimle ve risksiz b\u00fcy\u00fcmeyle yol alan Anadolu\u2019daki bir tekstil firmas\u0131, inovasyon \u00e7al\u0131\u015fmalar\u0131yla kendi koleksiyonunu \u00e7\u0131karmaya karar verdi\u011finde ilk etapta \u2018m\u00fc\u015fteri kaybederiz\u2019 endi\u015fesi ta\u015f\u0131sa da sonunda kendi markas\u0131yla Avrupa\u2019da ni\u015f bir m\u00fc\u015fteri kitlesi olu\u015fturmay\u0131 ba\u015fard\u0131.<\/p> Bir g\u0131da firmas\u0131nda y\u0131llard\u0131r de\u011fi\u015fmeyen ambalaj\u0131 sorgulad\u0131k. Deneme boy \u00fcr\u00fcn ekledik. Bu k\u00fc\u00e7\u00fck de\u011fi\u015fiklik sat\u0131\u015flar\u0131 art\u0131rmakla kalmad\u0131, \u00fcr\u00fcn\u00fc hi\u00e7 denememi\u015f yeni bir m\u00fc\u015fteri kitlesi kazand\u0131rd\u0131.<\/p> Bir makina \u00fcreticisinde, \u2018bizim makinalar tar\u0131mda i\u015fe yaramaz\u2019 \u00f6nyarg\u0131s\u0131n\u0131 tersine \u00e7evirdik. \u00dcr\u00fcnleri uyarlad\u0131lar ve \u015fimdi en b\u00fcy\u00fck cirolar\u0131n\u0131 tar\u0131m makinalar\u0131ndan elde ediyorlar.<\/p> Y\u0131llarca \u2018cam kavanozdan \u015fa\u015fmam\u2019 diyen bir bal \u00fcreticisi, farkl\u0131 tasar\u0131ma sahip bir \u015fi\u015feye ge\u00e7ti. Ba\u015fta \u2018m\u00fc\u015fterinin ilgisini kaybederiz\u2019 endi\u015fesi olsa da market raf\u0131nda sat\u0131\u015flar ikiye katland\u0131. \u00c7\u00fcnk\u00fc t\u00fcketici i\u00e7in do\u011fall\u0131ktan sonra gelen en b\u00fcy\u00fck de\u011fer, \u00fcr\u00fcn\u00fc nas\u0131l g\u00f6rd\u00fc\u011f\u00fcyd\u00fc.<\/p> Showroom sat\u0131\u015f\u0131yla s\u0131n\u0131rl\u0131 kalan bir mobilya firmas\u0131nda, \u2018abonelikli mobilya\u2019 modelini denedik. \u00d6\u011frenciler ve k\u0131sa s\u00fcreli ya\u015fayan yabanc\u0131lar i\u00e7in ezber bozan bu ad\u0131m, yepyeni bir m\u00fc\u015fteri grubunu beraberinde getirdi.<\/p> YEN\u0130 \u00dcR\u00dcN VE SATI\u015eTA ZORLAMANIZ GEREKEN \u00c7OK KONU VAR * Klasik ambalaj mant\u0131\u011f\u0131n\u0131z\u0131 k\u0131r\u0131n.\u00a0<\/p> * G\u0131dada tat ezberini bozun.<\/p> * \u00dcr\u00fcn\u00fcn kullan\u0131m alan\u0131n\u0131 geni\u015fletin. \u00c7ok farkl\u0131 kesimleri de m\u00fc\u015fteriniz yap\u0131n.<\/p> * Fiyat alg\u0131s\u0131n\u0131 y\u0131k\u0131n. Mutlaka para ile satmak zorunda de\u011filsiniz.<\/p> * \u00dcr\u00fcn ile deneyimi birle\u015ftirin.<\/p> \u00c7ALI\u015eMA K\u00dcLT\u00dcR\u00dcNDE EZBER\u0130 SARSMAK<\/strong><\/p> \u0130novasyon bazen radikal Ar-Ge yat\u0131r\u0131mlar\u0131ndan de\u011fil, ezberleri k\u0131ran k\u00fc\u00e7\u00fck ad\u0131mlardan do\u011far. \u00d6rne\u011fin bal\u0131 sadece kavanozda de\u011fil; tek kullan\u0131ml\u0131k stick, tablet veya sprey format\u0131nda sunmak\u2026 \u00c7i\u00e7ek bal\u0131n\u0131n \u00f6tesine ge\u00e7ip kahveli, lavantal\u0131 harmanlar denemek\u2026 Ya da \u00fcr\u00fcne hik\u00e2ye katmak: QR kod ile t\u00fcketiciyi ar\u0131 kovan\u0131 canl\u0131 yay\u0131n\u0131na ba\u011flamak. Bunlar\u0131n hepsi korkmadan zorlad\u0131\u011f\u0131m\u0131zda bizi \u00f6ne ge\u00e7irecek ad\u0131mlar olabilir.<\/p> Ayn\u0131 bak\u0131\u015f a\u00e7\u0131s\u0131 sosyal alanda da uygulanabilir: 9-6 sistemini sorgulay\u0131p haftada 4 g\u00fcn \u00e7al\u0131\u015fmay\u0131 denemek gibi. \u00d6rne\u011fin baz\u0131 Avrupa \u00fclkelerinde, gerekli haftal\u0131k saati \u00fc\u00e7 g\u00fcnde tamaml\u0131yorsan\u0131z di\u011fer g\u00fcn i\u015fe gelmenize gerek yok. Japonya\u2019da ise bir\u00e7ok firma, i\u015fe istedi\u011finiz saatte ba\u015flay\u0131p g\u00fcnl\u00fck mesainizi tamamlad\u0131\u011f\u0131n\u0131zda \u00e7\u0131kabilece\u011finiz esnek bir modeli uyguluyor ve bu yakla\u015f\u0131m giderek daha fazla ra\u011fbet g\u00f6r\u00fcyor.<\/p> Sosyal konularda zorlama yapmak istiyorsan\u0131z sosyal fayday\u0131 farkl\u0131la\u015ft\u0131r\u0131n. Sadece CV\u2019ye de\u011fil, aday\u0131n \u00e7\u00f6z\u00fcm \u00fcretme yetene\u011fine g\u00f6re i\u015fe al\u0131m yap\u0131n.<\/p> Kurumsal sosyal sorumlulu\u011fu da tersine \u00e7evirmeyi deneyin: Bilinen sosyal sorumluluk konular\u0131na yat\u0131r\u0131m yapmak yerine, \u00e7al\u0131\u015fanlar\u0131n kendi mahallesinde se\u00e7ti\u011fi mikro projelere b\u00fct\u00e7e olu\u015fturun.<\/p> HER KIRILMA, YEN\u0130LENMEN\u0130N BA\u015eLANGICIDIR \u00a0<\/strong><\/p> Bu \u00f6rneklerin hepsi \u015funu s\u00f6yl\u00fcyor: \u201cK\u0131r\u0131lacak diye sak\u0131nma. Zorlarsan k\u0131r\u0131l\u0131r; k\u0131r\u0131l\u0131rsa zaten de\u011fi\u015fmesi gerekiyordur.\u201d<\/p> Bug\u00fcn i\u015f d\u00fcnyas\u0131nda do\u011fru soru, \u2018Bozmadan nas\u0131l devam ederiz?\u2019 sorusu de\u011fil.\u00a0<\/p> Do\u011fru soru: Neyi zorlamal\u0131y\u0131z ki k\u0131r\u0131ld\u0131\u011f\u0131nda bize yeni bir yol a\u00e7s\u0131n?<\/p> Sevgili i\u015f insanlar\u0131, gelene\u011fi korumak g\u00fcvenlidir ama gelece\u011fi in\u015fa etmez. Fark yaratmak isteyen firmalar\u0131n, k\u0131r\u0131lmaktan korkmamas\u0131 gerekir. \u00c7\u00fcnk\u00fc her k\u0131r\u0131lma, asl\u0131nda bir yenilenmenin ba\u015flang\u0131c\u0131d\u0131r.<\/p> Peki, siz firman\u0131zda hangi kal\u0131b\u0131 zorlamaktan korkuyorsunuz? Belki de gelece\u011finize a\u00e7\u0131lan kap\u0131 tam da oradad\u0131r.<\/p>
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