Esto es marketing

Esto es Marketing

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En Esto es Marketing, Seth Godin enseña a los lectores cómo promocionar productos que están diseñados para segmentos específicos de la sociedad. El autor y empresario Seth Godin explica que las empresas y los comerciantes individuales a menudo cometen el error de aumentar las ventas promocionando productos abundantes pero de calidad inferior …

Este libro enseña a los lectores cómo promover productos que están diseñados para segmentos específicos de la sociedad. El autor y empresario Seth Godin explica que las empresas y los comerciantes individuales a menudo cometen el error de incrementar las ventas promocionando productos abundantes pero de calidad inferior. Otros se equivocan al lanzar un servicio útil al no promoverlo de manera que llegue a una audiencia receptiva. Para mantener un negocio duradero, los comercializadores deben ofrecer un producto realmente útil; al mismo tiempo, deben forjar relaciones con la clientela que más se beneficia del producto. Conectarse de manera significativa con los clientes requiere que un comercializador entienda las costumbres sociales que impulsan las acciones de los clientes. Los mercadólogos exitosos venden productos o servicios no solo para obtener ganancias, sino también porque creen que pueden ayudar a otros a superar desafíos y mejorar sus vidas.

El Modelo Canvas

Plantilla Modelo Canvas

¿Qué es el Modelo Canvas?

El Modelo Canvas es una herramienta estratégica destinada —no exclusivamente— a emprendedores es desarrollada por Alexander Osterwalder (teórico austriaco, nacido en 1974) en su libro coescrito con Yves Pigneur (informático belga, profesor en el HEC en Lausana, nacido en 1954) Business Model Generation (2010), convertido en un auténtico superventas.

El objetivo del modelo Canvas es transformar las ideas en proyectos innovadores y competitivos en el mercado. Para ello, los autores invitan a cada empresa que la utiliza a reflexionar acerca del valor que crea, tanto para los clientes como para las propias empresas.

Este modelo está particularmente adaptado a las personas que evolucionan en pequeñas empresas o en empresas emergentes cuya estructura no tiene una fuerte jerarquía: en realidad, este lienzo propone un enfoque más sistémico que la mayor parte de los modelos tradicionales, articulando los diferentes elementos constituyentes de la empresa.

 

EL MODELO CANVAS

  • ¿Denominaciones? Business model Canvas, BMC, modelo Canvas, lienzo de modelo de negocio.
  • ¿Utilidad? El BMC, verdadera herramienta de estrategia, sirve para conceptualizar nuevos modelos de negocio o convertir los antiguos en competitivos.

Blockchain: A New Solution for Supply Integrity

Case Study Summary by Xin WangXin XuMin Pan

In 2016, blockchain, the technological innovation behind the cryptocurrency bitcoin, was gaining traction as companies began to integrate blockchain-based technology into their existing business models. While blockchain technology was still in its infancy, it could potentially transform the US$40 trillion global supply-chain industry.

Ultimately, the emergence of blockchain would challenge market positioning in established businesses. Some advantages would become obsolete with the introduction of blockchain into the supply-chain network.
* How would vertically integrated companies compete with multiple participants that specialized in a particular task linked by blockchain?
* Would the key to future businesses be providing value-added services rather than seeking information asymmetry in the market?
* What kinds of firms could leverage this technology to better position their brands and value creation?

In 2014, blockchain, the technological innovation behind the cryptocurrency bitcoin, was beginning to gain traction as companies began integrating blockchain-based technology into their existing business models. Blockchain had the potential to transform the US$40 trillion2 global supply chain industry, which faced challenges from an increasing number of participants, toughening international regulations, and expanding geographical coverage.

Supply chain integrity troubled people,

Mastering Bitcoin

Mastering Bitcoin

Unlocking Digital Cryptocurrencies

Andreas M. Antonopoulos

Mastering Bitcoin (2015) by Andreas Antonopoulos is a rigorous introduction to the technologies and capabilities of the blockchain currency known as bitcoin.

Bitcoin is a cryptographic currency…

Mastering Bitcoin Overview

Mastering Bitcoin (2015) by Andreas Antonopoulos is a rigorous introduction to the technologies and capabilities of the blockchain currency known as bitcoin.

Bitcoin is a cryptographic currency. Cryptocurrencies provide a method for exchanging value digitally, using a transaction ledger that network participants collaborate to maintain. The bitcoin network records transactions and stores value in the public ledger; it displays a record of every transaction in which the bitcoin being exchanged has ever been used.

A bitcoin can be traded for national currencies or traded between bitcoin user accounts. Different types of software are available for interfacing with the bitcoin network. Some are developed by individual users; others are open source. These programs offer varying levels of control for user nodes in the network. Users set up digital “wallets” that use public and private keys to spend and track their funds.

New transactions are added to the public ledger as part of a new block every 10 minutes.

Cryptoassets

Cryptoassets Photo by MILKOVÍ

The Innovative Investor’s Guide to Bitcoin and Beyond

Chris Burniske and Jack Tatar

Chris Burniske and Jack Tatar’s Cryptoassets: The Innovative Investor’s Guide to Bitcoin and Beyond (2017) is a handbook for people who are curious about investing in digital financial instruments. Cryptoassets include digital currencies, such as Bitcoin, along with a range of other investment vehicles, many of which are not currencies at all…

Cryptoassets Overview

Chris Burniske and Jack Tatar’s Cryptoassets: The Innovative Investor’s Guide to Bitcoin and Beyond (2017) is a handbook for people who are curious about investing in digital financial instruments. Cryptoassets include digital currencies, such as Bitcoin, along with a range of other investment vehicles, many of which are not currencies at all. The book explains what cryptoassets are, why people might want to invest in them, and how to do so.

Cryptoassets have become a hot topic in recent years. While many investors are still unsure about them, they have the potential to be a sound investment. But since cryptoassets are so new, people who use them are not just investors but innovators.

The blockchain is fundamental to all cryptoassets.

Blockchain Revolution

How the Technology Behind Bitcoin Is Changing Money, Business, and the World

Don Tapscott and Alex Tapscott

Blockchain Revolution (2016) by Don Tapscott and Alex Tapscott describes the potential for blockchain systems to change the way that governments, banks, corporations, and private citizens manage everything from money to personal health data.

Blockchain systems are based on writings attributed to Satoshi Nakamoto, which is the pseudonym of an anonymous technologist…

Blockchain Overview

Blockchain Revolution (2016) by Don Tapscott and Alex Tapscott describes the potential for blockchain systems to change the way that governments, banks, corporations, and private citizens manage everything from money to personal health data.

Blockchain systems are based on writings attributed to Satoshi Nakamoto, which is the pseudonym of an anonymous technologist. A blockchain system is one in which individuals who engage in a transaction broadcast data about it to a network. Users participate by undertaking a process called mining, which involves collecting transactions in progress and attempting to compile them into a block of data in a way specified by the network. Each block contains data about the previous block, so that all blocks of data are “chained” together.

Good Strategy Bad Strategy Summary

Good Strategy discovers critical challenges then designs a coordinated plan of focused actions to resolve.

In 2 Minutes

A good strategy is not about vision or goals. It is a carefully researched and well designed action plan designed to meet a challenge. However, leaders often substitute targets, exhortations and slogans for strategy. Bad strategy, a form of magical thinking, contains fluff, dodges problems, mistakes goals for strategy and sets unrealistic goals.

  • Good strategy focuses on critical issues and decides how to address them.
  • It requires research and analysis, hard choices, decisive planning, and action.
  • Identifying and leveraging your competitive advantages are the first steps in strategizing.

A diagnosis a guiding policy” and a set of coherent actions” form the kernel” of a good strategy. Master strategists” design their own novel approaches to solving a problem; they don’t choose from standard options. Strategic objectives should always be practical and feasible. Good strategy represents a hypothesis, an educated guess, about how to increase your business in the most productive way.

Good Strategy Bad Strategy Summary

Our Strategy? To Be the Best!

A graphics firm asked author and strategic management consultant Richard Rumelt for his help in defining its strategy.

What is a Blue Ocean Strategy Shift

Blue Ocean Shift is innovation framework to create new market categories where there is no competition. This new submarket is created by discovering new opportunities that balance the cost of production with customer value.

In a nutshell, the book says that when people think about strategy, they usually think they have to compete with either higher value or lower price. The Blue Ocean Strategy suggests that there is a 3rd option, which is creating a new market category when you are the only player (at least for a while).

blue-ocean-strategy-8-1024x954

1. Blue Ocean Market Creation Theory

Let’s start by talking a little bit about how markets are created. The general assumption is that a new market is created when a new idea arises andit’sa better idea of those currently in the market.

The Blue Ocean Shift proposes that there are 3 more specific strategies to create a new market — or at least a new category within a market.

  1. Disruptive Innovation: Creative Destruction, a new product completely replaces a previous one.
  2. Non-Disruptive Innovation: A new product is created,

You Are A Badass PDF (Summary & Quotes)

Introduction

Download the Book | Download this Summary

You Are A Badass by Jen Sincero is an international bestselling self-help book that helps us understand our behaviors and attitudes so that we can transform our lives and achieve incredible things.

It links with the principles of the Law of Attraction, sharing the same philosophies and ideologies. There is an emphasis on the existence of a Source Energy which connects us deeply to The Universe.

Sincero’s light-hearted and humorous approach to self-discovery makes difficult concepts easier to grasp. Her own life serves as an example of how transformation is possible if we are serious about it.

She used these struggles to her advantage and created a kickass life. Her journey from broke to badass should serve as an inspiration and a reminder that anything is possible if we open up ourselves to new beliefs and opportunities. Regardless of age, gender, or circumstance, change is possible if we are willing to fully commit to it and work on improving our situation.

• Chapter 1 explains how our subconscious mind works and how it can negatively impact our way of thinking.

Conversations that Sell

En Conversations that Sell presenta diversos consejos para que las conversaciones de ventas cambien el enfoque de tu producto hacia el valor añadido que potencialmente representa para tu cliente.

Domina las conversaciones que cerrarán tus ventas.

Nuestros estereotipos sobre los vendedores están muy anticuados. Pensamos en un vendedor impecable con un traje brillante que captura a sus presas y les habla hasta que muerden en anzuelo y compran lo que tiene para vender.

Hoy en día es diferente. Como verás en estos segmentos, la venta se ha transformado en algo que se trata tanto de ti como de los productos que estás vendiendo. En pocas palabras: los buenos vendedores de hoy saben que para vender sus productos, tienen que trabajar estrechamente con los clientes potenciales, y tienen conversaciones de dos vías.

Eso significa menos lanzamiento y esperar escuchar sí o no, y más trabajo en conjunto para encontrar soluciones que funcionen para ambos lados.

En estos segmentos, aprenderás:

• cómo preparar, moderar y cerrar conversaciones exitosas de ventas;

• por qué no debes fumar antes de conocer a un cliente potencial;