(La columna de este domingo en La Capital

Diego y Charo sabían que lo que hacían era bueno. Por empezar, habían logrado cierto reconocimiento internacional. Ambos  habían creado en 2000 Laboratorio Wav y un año después ganaron un concurso que se premiaba con un viaje a Europa para conocer a los mejores de la industria. Pero Laboratorio Wav no era una empresa farmacéutica, sino un grupo de música electrónica. De hecho, el concurso que ganó el dúo lo organizaba MTV y la súbita exposición les permitió que el talentoso y ahora mítico Gustavo “doble Oscar” Santaolalla les produjera un tema.

Fue en esos días que el pequeño grupo enfrentó por primera vez, cara a cara, al temible monstruo de la competencia. “Estábamos haciendo una música en un continente como el europeo, que ya lleva años haciéndola, estábamos compitiendo con una mole”. Pero Diego y Charo hicieron lo que pocos emprendedores, los más exitosos, hacen.

Esquivaron al monstruo haciendo algo distinto.  “Quisimos experimentar y decidimos buscar en la cultura toba”. Así nació Tonolec (www.tonolec.com.ar), un grupo de música fusión entre electrónica e indígena que obtuvo más reconocimiento y trascendencia que Laboratorio Wav. ¿Su secreto? Además de talentosos ¡son únicos! ¿Conocen otro grupo de música toba electrónica? En Europa, seguro, no se consigue.

La dulzura hipnótica de la voz de Charo cantando en lengua toba una canción de cuna indígena sobre una base rítmica moderna, es un producto único. Y bellísimo.

Si los géneros musicales (y la cultura en general), van hacia un total mestizaje multicolor, otro tanto parece suceder en el mundo de las empresas. ¿Qué es un restaurant temático, sino una cruza entre un museo y un restaurant? ¿El delivery no es la mezcla entre el servicio de cadetería y la vieja rotisería? Las cadenas de comidas rápidas (como McDonald`s o Subway) se inventaron sumándole a un restaurant tradicional el sistema de la cadena de montaje de la industria automotriz. La lista es infinita.

¿Quieren innovar? Combinen. Fusionen. Entramos en la era de las empresas-fusión porque necesitamos más que nunca ser únicos. Diferentes. Si quieren esquivar la competencia no tengan miedo, sólo mezclen un par de ingredientes.

112 pensamientos sobre “Empresas-fusión”

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