estrategia

Competing to win (2).

ⓘ This post has been automatically translated from Spanish using DeepL API.

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At Incae I was taught a definition of strategy that I love. Strategy is about choices, about sacrificial decisions and about deliberately choosing to be different, as proposed by Michael Porter. Strategy is also about knowing clearly when to say no. Success will then be the result of a theme. Success will then be a matter of executive discipline, among many other factors.

I also learned that a country’s competitiveness is fueled by the passionate demand of the local consumer. Demand will generate competition that will bring a better product, which in turn will stimulate differentiation among competitors. Porter’s 5 factors of competitiveness are common knowledge today, as well as his idea of cluster creation and his vision of value chains. A few years ago, in March 2007, I gave a presentation that already contained some summarized ideas, in case you have 10 minutes of your valuable time. If not, I invite you to continue below with these paragraphs of the conceptual framework.

That said, the best in a category is not financially successful, as there may be several “best”, but those that have managed to differentiate themselves in a sustained manner. There will be the low-cost leaders, those who will be successful because of their differentiation, or those who will have focused on a niche market. Whatever the path, we will have to make sacrificial decisions and understand that the future will be prosperous in the context of a more competitive environment. It’s simple: compete to win.

Because of these ideas summarized in the previous paragraphs, as well as many others received in the classroom and in life, about 6 years ago I set out to raise the country’s competitive level in my advertising industry. Understanding the theory, in order for Tribu to surpass itself, it was necessary to place it in a more demanding, more challenging environment with a higher level of competition. I assumed the presidency of Ascap, the agency association, and contributed everything I considered would be of legitimate added value, with the support of the Board of Directors and associates, to contribute to more competitiveness focused on creativity.

Among the most satisfying achievements and contributions, I would like to highlight the creation of the Volcano to Life, given in recognition of our dear Mirta de la Cuesta, just a few days after her heartfelt departure. I personally took care of bringing the Cannes representation for Ascap, as well as the Effies, we created the Young Lions contest and sent the first young people to France, as well as the first students to the Roger Hatchuel Academy.

We stimulated international competition, promoted trips to festivals and the country went from one without transcendence to one with notoriety. In the last 4 years we have won 9 Lions in Cannes, two Caribbean festivals have been dominated by Costa Rican agencies, we have won Golds in many festivals and Costa Rican creativity is among the winners. We stopped doing many things in the association, and focused on the essence of our business. We made sacrificial decisions and chose to be intentionally different. These were strategic moves, including opening up the association to other key market players in all categories of business communication. Local competition had flared up, and so we began to level our game with the international level. I mentioned it before: compete to win.

With an eye on the business, first our clients’ and then ours, first their brands and then ours, stimulating winning creativity in the country is essential for our industry, and for this reason, all those who oppose it, in my opinion, are in an absurd sabotage of the country’s prosperity and growth. The agencies that do not participate locally, that separate themselves from Ascap or that do not join, are torpedoing their own ship, because of the classic myopia of those who do not see further than their nose.

It is essential to come together in a single forum and raise our differences. If we have a gulf between our opinions, it is irrelevant. Whether we see the world in blue or pink is irrelevant. If you think I am a moron or a big fool, please explain it to me slowly. What is vital is that the distant actors come closer, that they leave apathy and isolation behind, that they accept competition and confrontation, clear that the real competition is international, as well as that the great business opportunities are in the world. For all these reasons, I leave you with this as the longest and most argumentative invitation in history.

Let’s compete, let’s discuss, let’s argue, let’s conciliate, let’s build in the ring of the national market as a way to get a chance to win in the global market. Let’s elevate the creative product of our wonderful talent, let’s stimulate it and do everything necessary to turn it into a model, example and inspiration. Say what you want about me, but let’s look each other in the eye and agree on one thing: we are going to win more in a national championship than in open courts. Let’s learn to win by yielding, and please, colleagues, let’s all be conducive to success and prosperity.

We win more if we all win.

Recommended Reading: What is the reason to be a member of ASCAP?

Recommended Reading: Tribu DDB continues its journey

Tomorrow follows the third entry in this series, entitled: Viva la diferencia.

ⓘ This post has been automatically translated from Spanish using DeepL API.

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