Elefantes en la piscina: ¿Cómo ser exitosos en la era digital?

Publicado en Comunicación, Opinión.

La transformación digital cambió los valores que deben tener las empresas para ser competitivas. Es como si un elefante apareciera sumergido en una piscina: necesitamos un proceso que altere nuestros genes y nos permita ser los reyes del agua.

Siete de cada diez proyectos de transformación digital fracasan. En siete de cada diez grandes empresas hordas de vicepresidentes, vicepresidentes ejecutivos, directores, CXO y consultores viajan, se reúnen, preparan memos, responden miles de correos, gastan baterías y presentan informes finales que no llevan a nada… ¿Por qué?

Seguramente no es por falta de inversión: International Data Corporation, IDC, estima que el gasto en tales proyectos llegará pronto a los 6 trillones de pesos anuales, algo como el Producto Interno Bruto de Brasil, siete veces el de Colombia o lo necesario para comprar en Bolsa el 100% de Apple, Amazon y Facebook… ¡Duele pensar que el 70% de esa plata se está desperdiciando!

¿Por qué es tan difícil ajustar el rumbo de una organización frente a la revolución de nuestra era? Es la pregunta del trillón y me atrevo a sugerir una imagen como respuesta: porque las grandes empresas son elefantes en la piscina.

Elefantes

El elefante es un animal majestuoso: el más grande sobre la faz de la tierra. Su cerebro pesa hasta cinco kilogramos (el de los seres humanos no llega a dos), tiene una gran memoria, sepulta sus muertos y hasta pinta con la probóscide. Se dice que les teme a los ratoncitos, pero la verdad es que se inquieta con cualquier animal que se le pare justo al frente, por pequeño que sea, esto porque tiene los ojos laterales típicos de los herbívoros. Con sus diez toneladas de peso ha sabido adaptarse muy bien a su entorno y lo domina, al punto de que podríamos decir que es el verdadero “rey de la selva”.

Por esto, usamos el elefante como metáfora de una empresa líder en su sector: nadie se mete con ella y puede aprovechar sin obstáculos las ventajas competitivas que ha construido en los años. Es algo lenta y no puede saltar, pero esto no le impide crecer y prosperar. Es un prodigio de la economía, un ejemplo de cómo se hacen las cosas, el modelo al que todos aspiran, celebrado en libros y artículos.

Hasta que un día algo cambia: nuestra poderosa empresa/paquidermo amanece inmersa en una piscina. Ramas y hojas están afuera, inalcanzables, el aire tibio de la sabana sustituido por un fluido agresivo e invasor. No es su ambiente y no sabe qué hacer: la evolución no la ha preparado para vivir debajo del agua… Sus prioridades cambian y sus fortalezas —sorpresivamente— se transforman en debilidades: ahora lo único que importa es salir de la piscina. ¡Bienvenidos a la era digital!

En la piscina

Memoria e inteligencia no te sacan del agua: Kodak inventó la cámara digital, pero esto no fue suficiente para sacarla de la piscina. El peso puede ser tu condena: Nokia alcanzó a tener el 50% de cuota de mercado en teléfonos inteligentes justo el año en que se lanzó el iPhone. Y, a veces, el agua es simplemente demasiado honda, como ya lo saben Blockbuster y —más recientemente— la edición colombiana de la revista TVyNovelas. Y el capital humano, el talento que has acumulado pagando bien por décadas parece no servirte de nada en el nuevo escenario, tal vez por culpa de los procesos y lineamientos que le has obligado a seguir para no salirte de la senda del éxito…

Pero se pone peor. Hay sectores en que el ritmo de la innovación es muy acelerado, donde la “disrupción” de los modelos de negocio torna el ambiente aún más agresivo para nuestro elefante: en esa piscina, para seguir con nuestra imagen, hay pirañas… muchos competidores rápidos, agresivos y con dientes muy, muy afilados que van sacándote mercados, geografías y clientes de a mordisquito.

La salida

Felicitaciones entonces a los tres de cada diez proyectos de transformación digital que sí llegan al éxito, porque no es nada fácil. El reto no es salirse de la piscina, sino adaptarse a vivir en ella. La sabana, el “antes” de nuestra empresa, ya no existe: no se puede volver al “pasado glorioso”, no hay condensador de flujo que pueda llevarte de regreso al futuro.

Lo que buscamos no es una escalera que nos saque, sino un proceso que altere nuestros genes y nos permita ser el rey de la piscina. Esta “evolución forzada” es lo más innatural que existe: Aristóteles decía que la naturaleza no procede por saltos, y si aplicamos el mismo principio a la economía… ¿cómo pedirle a un elefante que se transforme en un tiburón?

Publicidad

Parece imposible, pero esto es lo que se requiere para seguir siendo exitosos en la era digital. Esto es lo que se paga 6 trillones de pesos, sin cláusula de éxito garantizado.

Por: Paolo Miscia, LatAm Digital Data & Insights Director de Discovery Networks

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