Qué es una tendencia y cómo se aprovecha

qué es una tendencia

 

tendencias

Es cada vez más común que se las mencione e incluso que se discuta sobre ellas, pero ¿qué es una tendencia? Es simplemente un patrón o comportamiento que se puede predecir. Es decir algo que se conoce porque viene sucediendo y se sabe o se presume que seguirá sucediendo en el futuro, incluso profundizándose.

Una tendencia puede ser el uso creciente de smartphones o de redes sociales. Pero puede ser el consumo creciente de alimentos orgánicos o el aumento de la conciencia ambiental. O puede ser algo más preciso y específico: cómo se utilizan los smartphones para mejorar nuestra salud o cómo se utilizan las redes sociales para obtener financiamiento, desarrollar productos o conseguir pareja. Hay tendencias demográficas, sociales, económicas, tecnológicas.

¿Por qué es esto importante para una empresa? Por dos motivos:

bola de cristala. Por que son lo más parecido que tenemos a una bola de cristal. Es lo único que nos permite predecir, en cierta medida, el futuro.

b. Por que las tendencias generan oportunidades para las empresas. Las pautas de comportamiento y de consumo de las personas nos permiten saber qué podemos ofrecerles para satisfacer sus necesidades y cuál es la mejor forma de llegar a ellas.

6 claves de innovación empresarial que tu competencia no quiere que descubras.

Este es el “por qué”, pero además hay un “cómo”. Hay cuatro reglas importantes para aplicar tendencias:

1. Darle tiempo a la “última tendencia” para que se desarrolle. Todo llega.

Esto quiere decir que generalmente los comportamientos nuevos comienzan en países diferentes al nuestro (los que “marcan tendencias”) y toma un tiempo que se manifiesten en otros lugares o se generalicen.

2. No subestimar ni desestimar.

Relacionado con lo anterior, no es una buena idea descartar rápidamente una tendencia que se muestra fuerte en otro país sólo porque “eso no funcionará aquí”. El mundo tiende a ser cada más parecido y las ideas se copian más rápido.

3. En el trabajo diario es mejor ir a las tendencias más generales y maduras. A las apuestas seguras.

Es mejor comenzar de menor a mayor, aprovechando aquellas tendencias que ya son manifiestas en nuestros mercados. No intentar ser tan vanguardistas o adelantados que nuestro mercado aún no está maduro. Por ejemplo, hoy es momento de lanzar un servicio de consumo colaborativo en Latinoamérica o España, tres años atrás no. Aunque en California sí era posible.

4. Usar la evolución de otros países como predicción de lo que va a suceder aquí.

Esto significa estar atento y observar lo que sucede en el resto del mundo. Especialmente en aquellos países o ciudades que suelen marcar un rumbo. Es posible que lo que ellos hacen hoy lo hagamos nosotros meses o años después.

Palabras como crowdsourcing, crowdfunding, sharing economy, inbound marketing o mHealth no tienen que asustarnos o alejarnos. Tienen que ser entendidas y moneda corriente para nosotros. No por snobismo (que también lo hay y mucho), sino para tener la posibilidad de descubrir para qué nos pueden servir a nosotros y a nuestros clientes.

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

Descarga gratuitamente el eBook Innovación en 360º.

95 pensamientos sobre “Qué es una tendencia y cómo se aprovecha”

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