El mundo está cambiando. Esa es la frase que han repetido nuestros abuelos desde décadas atrás. Nuestra generación califica este cambio como transformación disruptiva. Y es que cuando vemos que Tik Tok prueba un nuevo programa que permitirá a sus usuarios de Estados Unidos aplicar a vacantes de empleo utilizando un video de Tik Tok como curriculum, mostrando habilidades, experiencias y agregando el hashtag, y que empresas como TARGET, Chiplote, por ejemplo, están probando esta estrategia, definitivamente estamos ante un nuevo entorno. Si queremos seguir escudriñando, tenemos que Amazon WorkingWell es una nueva aplicación exclusiva para empleados de Amazon, que incluye información sobre prevención de seguridad, educación y apoyo en forma de texto, videos y podcast.
Entonces estamos ante un nuevo paisaje. Diferente del que vinimos, y que para apropiarse de él se requiere primeramente entenderlo.
Enfoquemos la mirada entonces en AIRBNB. Un unicornio digital que nació en 2007 y que cuenta con más de 14.000 casas en su plataforma, más de 4.000 castillos y alrededor de 2.400 casas en árboles. Cuenta con 500.000 millones de huéspedes desde su fundación, los dueños han generado más de 65.000 millones de dólares en ingresos. El poder de su marca esta en hacernos ver la capacidad de una hospitalidad global, donde nos miramos como ciudadanos del mundo, donde el entorno geográfico no es una barrera.
Y cuando creíamos que esto era realmente ambicioso, nos topamos con Richard Branson y su empresa Virgin Galactic, fundada en 2004. En Julio 2021 se materializo la misión espacial con 06 tripulantes y un tiempo de duración de 55 minutos, con el propósito de evaluar la experiencia para cubrir estos viajes al público e impulsar una incipiente industria del Turismo Espacial. Hasta los momentos la empresa, ha vendido más de 600 lugares para viajar al espacio por un precio por persona de USD 250.000,00 para un vuelo de 90 minutos.
Entonces, queremos responder a todo esto con esquemas que ya no funcionan. El reto está en cambiar de preguntas y reconocer que ya no estamos hablando solo de Empresas 4.0 y de Revolución Industrial, estamos ante una Revolución Colaborativa. Que pasa del efecto WUAO al efecto NOW, donde el centro es el ser humano y la experiencia de usuario.
Si observamos globalmente estos dos esquemas, podemos identificar que:
- La empresa 4.0 nos enseña a mirar al ecosistema de negocios de manera global e integral, una mirada de cadena de valor. Con un reto enorme de que los usuarios podamos digerir la gran cantidad de data y traducirla en información. Temas como ciberseguridad, inversiones en infraestructura digital y empoderamiento de los habilitadores tecnológicos aún son elementos que se mantienen en nuestro entorno como reto, especialmente en las PYMES. La sustitución del trabajo manual por el automatizado, resulta evidente en la creación de brechas.
- La empresa 5.0, si bien sigue manteniendo que la información es la nueva moneda, transforma la actuación del usuario y lo eleva a protagonista teniendo a la maquina como colaborador. Este esquema más inclusivo, especialmente para las PYMES permite reenfocar y dar el salto de la jerarquía digital a la redarquia del negocio.
La primera gran conclusión es que este nuevo esquema de pensamiento y de manejo de los negocios, está basado en Sostenibilidad. La intempestiva presencia del COVID – 19 nos evidencio nuestras vulnerabilidades, de manera integral, y si bien acelero la transformación digital que venía el mundo incorporando, también nos exigió pensar que la sostenibilidad es integral. Retomar la Agenda 2030 para el Desarrollo Sostenible y los Objetivos de Desarrollo Sostenible (ODS) de hace ya casi seis años, nos pone como punto de arranque que estamos e un mundo diferente: No solo se han acentuado las tendencias negativas en materia de crecimiento, inversión, empleo, desigualdad y sostenibilidad ambiental, sino que la pandemia de enfermedad por coronavirus (COVID-19) ha tenido efectos catastróficos sobre nuestras sociedades. Han aumentado la desocupación, la pobreza y la pobreza extrema (con el consiguiente riesgo de hambre) y la desigualdad, al mismo tiempo que las reducciones de emisiones de los primeros meses de la pandemia tienden a perderse a medida que se recupera el crecimiento sin cambios al modelo de desarrollo. De hecho, la CEPAL presento recientemente su informe sobre el progreso y los desafíos regionales de la Agenda 2030 para el Desarrollo Sostenible en América Latina y el Caribe, donde plantean acciones para fortalecer los objetivos planteados y estrategias de reenfoque.
Entonces pues, si miramos a la sostenibilidad como la suma de elementos: económicos, ambientales, de entorno e interna (gobierno corporativo) debemos enfocarnos en este radio de acción.
Mapa de Sostenibilidad
Hasta ahora hemos logrado identificar la ruta de acción para transitar de la revolución industrial / digital a la revolución colaborativa. Sin embargo, es vital que podamos trabajar en el cómo hacerlo. Y para ello debemos mirar que el camino hacia la sostenibilidad está compuesto por:
Estos elementos requieren una convergencia entre la estrategia del negocio y la operatividad. Para lograr materializarlas y generar realmente entregables con resultados medibles, alcanzables, específicos, realistas. Salta a la vista que se requiere imperiosamente de un pivote que articule a ambas miradas. Y este articulador es definitivamente la Gestión de Proyectos. La Gestión de Proyectos, permite:
- Diseñar una Propuesta de Valor. Mediante la metodología de proyectos, se logran estudiar elementos del entorno actual, revisar los elementos de la cadena de valor del negocio, identificar competidores, evidenciar brechas, permitiendo mapear la oportunidad.
- Generar Ideas Disruptivas & Innovadoras. La innovación no es solo pensar diferente, es el reto de materializar las estrategias y accionarlas bajo esquemas factibles tanto técnica como financieramente.
- Aterrizar la Estrategia Corporativa & Establecer Objetivos SMART. Esto es, objetivos Específicos, Medibles, Alcanzables, Realizables y a Tiempo.
- Enmarcar las ideas / soluciones en un Portafolio de Productos. Bajo las metodologías agiles actuales para la gestión de proyectos, se logra diseñar el Producto Mínimo Viable que permite trabajar bajo esquemas iterativos y escalables.
- Integrar la gobernanza corporativa como stakeholders del proyecto. Esto permite reenfocar a la organización con su propósito, pues los proyectos están dirigidos a la generación de valor.
Entonces tenemos que gestión de proyectos, promueve:
- Indagar integralmente sobre un problema real.
- Estudiar las certezas / supuestos del negocio, midiendo el riesgo asociado.
- Desarrollar una solución innovadora factible.
- Materializar la estrategia en la operatividad.
- Generar una revolución colaborativa dinámica pero con estructura.
Estamos como individuos en una sociedad VUCA: Volatil, de Incertidumbre, Compleja y Ambigua. Necesitamos desarrollar aún más nuestras capacidades adaptativas utilizando una plataforma de conocimiento que sirva de porta – aviones. Solo la intención no cuenta. Para Re Imaginar un modelo sostenible, necesitamos reconocer la nueva realidad, redescubrir que la técnica y la táctica son aliados indispensables, redefinir las preguntas y renovar nuestros paradigmas.
Porque, cambiar el mundo, querido amigo, no es locura ni utopía, sino justicia.
Don Quijote de la Mancha.(1.605)
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