In most cases, we find companies that have taken the decision to be, at least make an appearance and see a posteriori that action to take. They are cautious. They are hesitant at all, just want to see what is happening and make a “report of the presence of company X in the Web. Internet does not accept this type of environment, not far from assimilating the clothes. They are a feeble that the vast machinery of the fabric of rejects and ignores networks. On the Web, not only have to be there to participate. In addition, this is not so easy for the vast majority of organizations. The network is somewhat open, horizontal, which takes seriously wrong with a hierarchy sealed. Two opposing worlds, two roads that intersect even…

Others are more daring, perhaps more dynamic and are on the Web, a place where opportunities to grow and create a new market. True to style marketer, trying to push actions clearly marked by the goal of achieving results. They have a huge chance of success in the short term, but end up being rejected by the community of people living on the Net No one comes to profit, that is, as consultants would say posh, a Win-Win strategy, where all have to win.

Therefore, here is the great challenge: to enter, share, listen and participate in a new setting, as real as life itself, and as complex as any new market. The ground rules differ and it is important to be playing and not just be. Only through a careful presence, to convey reality, transparency and collaboration, it will be possible to belong to a universe where you can see the future in a more social and more horizontal: the world of collaborative enterprise, consisting of presumes talent, diversity and exchange of experiences. A dynamic company, aimed to improve as they share, to grow while collaborating and finding new business models that will make it unique and intangible value.

The Network is the playing field for future business realities. This has only just begun. Moreover, your company, what is being transformed for the Web? …

This post earlier said, coincides in time with different conversations conducted with persons associated with the network and linked to the management, innovation and personal development within this complex society. Said the other day with Andres Perez, Personal Brand, the current situation, very much in line with what we said Julen. Moreover, I said Andres (context, words are approximate):

“I think we’re in a special moment: the structures and relationships person-organization-enterprise must change. What is clear is that it may be that after the crisis, things are back to being as they have been in recent years. “

I fully agree. The question is how to transform these situations without any doubt, do not seem ethical, inclusive and participatory. Julen speaks of “the business model as an example to replace.” And there is a request to shouts of a crowd, even numb, to a difference in diverse settings.

The social revolution is silent, but progress. The Network is creating new options now. They are, in many cases, more flexible alternative, more transparent, more effective. And more importantly, are generated by people with high-value talent (each his own). The structures will not last forever out there. Many will not return to them. Above all, talent and compete wait out taking advantage of new windmills, as my admiration Marc Alba.

Because for me the biggest problem is that of “wanting to do.” If the business changes become mere makeup, nothing will be learned. I agree that the model “enterprise” as we know it as hyper (or not) organization, is outdated. And we, all, find another model, not so dependent, is less rigid, more flexible for people with value (potentially all of us.)

In those organizations where decisions have been hierarchically fulfilled, carried out by semi-officials screwed into the pyramid and implemented under a mantra-make of “our assets, people (managed as” human resources “), changes must be profound. We must seize these periods of crisis to reshape (make a new model, change the composition of something) and create start-ups, “I do not mind the name you say, to grow with profound ethical values of community and responsibility.

In addition, not only put in the balance of the “reform” organizations. In addition, many people. Because deep down, it is true that are forming groups, teams, factories and departments. In addition, both transformations must run parallel. Surely, there will be winners and losers. Moreover, it is natural. Like life itself.

Many believe in the value of people, ethics, transparency, labor in value than in the presence of the multipertenencia, collaboration, and diverse talent and unique, the horizontal and humane treatment of common goals and shared responsibility. Many of the keys to the “business” of the future will go in that direction and no one says it is simple. The complexity will be created a new type of enterprise, smaller or more networked, less corporate culture and more “Branding Experience.” Above all enterprises (regardless of size), real, close and open to the world, the society we live, society is changing rapidly.

In the background is a reflection of what is happening in society. In a world hyper, we thought that participation makes us more “close” to what is happening and so we demonstrate in our lives, increasingly digital. However, unlike the Internet, where everything is open and dynamic, professional life begins to suffer the evil of the pyramid, where to get the integration of people and mutual commitment, is becoming a science fiction novel.

And meanwhile, out there, people with talent and courage, which are many, they begin to realize that it is possible to find other levels of job satisfaction, turning his talents in working groups, conferences, participation in projects or simply organizing events, meetings collaborative workshops. In a horizontal relationship, which is what is happening in the world, participation is the rule and control is the anecdote. Almost like in the life of organizations.

At the same time, these organizations create tools to try to boost the collective intelligence, talent management becoming ever more integrated and secure a greater commitment of the people who work in them. But the results are as surprising as we expected. Among the reasons would be:

- Organizations want results for the short term, rely on initiatives that provide a benefit almost immediately. And do not always happen so fast.

- Organizations must be transformed to make progress in this field. Yes, we know that this is complex, but also necessary. Yes, I know that Built in lifetime result is going to be short term, but over the next 10 years, organizations have changed the traditional concept will have an easier time the market, thanks to the shift to “business talent.”

- Organizations seeking to maintain the “forms of management” of the late twentieth century in a world of brutal dynamism. The issue is not deciding what is best, but what is needed now.

- Organizations want to get involved around the world, but this is to put a stop to the process. Not enough to bring about change. What is truly important to be left in circuit to enthusiasts, to the promoters. They lead the race. In an organization need not change 15,000. Simply leave the space and the appropriate way for the 100 drivers and enthusiastic leader for change.

- The organizations want to do different things when they have hired very similar profiles for years. If you do not incorporate different people think differently, results can hardly innovative, or participation in collaborative processes.

- The organizations think they can survive with the accordion-style “when there is crisis, dismissal, when times are good contract.” Very much in the line of the use of “human resources” (pardon me). Well, probably it will, in very large organizations or very little dynamic sectors, but in general, the key to the future will be to the benefit of intangibles, which will provide leadership in margins.

- The organizations want to maintain their share at all costs, but factories will become commodities for narrow margins, while grow new business concepts with enormous flexibility to capture niche greedy banks

- Organizations do not really believe it. They aim to “be” because someone says it’s “what to do” but do not believe. They remain skeptical and unwilling to change the current status. This will be born many Google, the emergence of new forms of work that will reward the leaders and invigorate people, people with talent and courage. This is unstoppable

So when a company is raised in such an initiative, it is not to be done, there is a new approach, a business that is here among us, with more and more opportunities, more opportunities transform what we live and lead the future based on innovation talent coming from social, collaborative and horizontal.

And if not, time to time. Many organizations should consider the change NOW.

Corporate identity represents the existence of the organization, summarize the history, beliefs, philosophy, technology, human resources, ethical values and cultural, and organizational strategy. As a differentiator (Uniqueness) with competitors and other organizations in an increasingly competitive market, indicates the definition of corporate identity and identification of character or personality organization. Thus the corporate identity has the ‘power’ to help determine the organization’s positioning against competitors and the market generally. Furthermore, corporate identity becomes an integral part of corporate branding. Thus, the corporate identity should reflect a positive construct, strong, and gives a lasting impression and deep.

Corporate identity is also associated with each interaction involving the organization, not only with clients or customers, but also investors, competitors, and even employees. Thus the corporate identity soft part of the management of public perceptions of the organization. In addition to an important role in connecting the internal needs and expectations of external parties, corporate identity also play a role in accommodating changes in the environment. In the latter role, the corporate identity can be a strategic tool to help organizations deal with change, such as answering the demands of corporate responsibility.

But it is not rare corporate identity is not well recognized by the targeted audience, or even considered irrelevant or too contrived (artificial). This situation arises because designers failed to accommodate the interaction with many parties, but was trapped by the desire of a few who do not understand the essence. Misunderstanding often occurs in this case, assuming a more complex identity will be more artistic and more good. In fact the opposite is true, the simpler an identity, the easier it memorable and leave a deep impression and survive in the long run.

The first impression, which psychologists call “Primacy effect, determine how the assessment was given. If construction is embedded not good, it can be influenced by “recency effect” through the replacement with a new look more attractive. Like plastic surgery can alter one’s appearance into a new identity.

The process is not easy, the organization needs to be identified through research. Research also shows characteristics, because of consumer goods and non-consumer goods industry, also the force that carried either a conservative style, modern, or casual effect on the display of corporate identity. The research should include what others say about who, what, and how your organization does business. It also includes the relevance and credibility of your organization. The results of this research are used to generate ideas for the solution to the problems faced. New identity is formed and then rolled out consistently and as often as possible by optimizing all application interfaces that may be. It often happens, this form of communication is more effective than words in increasing perceived value. This communication also requires consistency not only within the application interface is static in nature but also human capital in every interaction.

Costs incurred to improve the corporate identity will not be nothing compared to the benefits. Mental “pajamas” (shirt patch) who risked corporate identity to maintain the old identity is not relevant, certainly not the appropriate action. Moreover, risking the fate handed amateur designers.

While most often used to change the corporate identity is the acquisition or merger. Another favorite time is the moment of the turn of the year. But this time the choice is relative. The more the principle is being proactive is always better than reactive. Revitalization of the company, for example, can begin with renewed its corporate identity.

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