Innovar es NO competir

Hay pocas frases que pongan más incómoda a una audiencia de empresarios que esta: “innovar es no competir”. Por supuesto, ese es el motivo por el que lo hago :-).

Provocar un poco es la mejor manera de predisponerse a pensar libremente.

¿Por qué digo esto? Simplemente porque refleja la idea de que para vender más y tener mayor rentabilidad, lo que hacemos es tratar de hacer un producto que se diferencie en algo, que tenga algo superior, que lo separe del resto.

En realidad, gente con más autoridad que yo lo ha dicho antes y lo sigue diciendo. Por ejemplo, Yvon Chouniard, fundador de Patagonia: “No quiero fabricar el mismo producto que otra empresa, porque entonces tendría que competir frontalmente en calidad, precio, distribución y publicidad. Es decir, todas las formas normales de vender cuando tienes un producto que es idéntico al de alguien”.

No todos tenemos un producto o actuamos en un mercado como el de Patagonia, pero sí que todos tenemos la posibilidad de diferenciar un poco más nuestro producto o servicio, de manera que no sea exactamente igual al de la competencia.

Si es exactamente igual, terminaremos compitiendo por precio, casi con seguridad. Y eso pocos lo desean.

A mayor diferenciación, menor competencia. Y eso, seamos sinceros, ¿no es lo que buscamos todos?

Para poner en práctica esto, pregúntate:

1. ¿Cuáles son mis tres principales competidores?

2. ¿Qué tengo de distinto de ellos?

Si la respuesta a la segunda pregunta es “nada”, hay trabajo que hacer.

(Este post corresponde a la presentación Innovación en 360º)

 

94 pensamientos sobre “Innovar es NO competir”

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