{"id":8282,"date":"2023-03-28T08:00:00","date_gmt":"2023-03-28T06:00:00","guid":{"rendered":"https:\/\/sintesi.cat\/digamos-no\/"},"modified":"2023-03-28T08:55:05","modified_gmt":"2023-03-28T06:55:05","slug":"digamos-no","status":"publish","type":"post","link":"https:\/\/sintesi.cat\/es\/digamos-no\/","title":{"rendered":"Digamos no"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Lo queremos todo, lo queremos ya y queremos mucho. Pues no. Cuando pensamos en estrategia lo m\u00e1s dif\u00edcil no es saber qu\u00e9 queremos, cu\u00e1ndo lo queremos o cu\u00e1nto queremos. Lo m\u00e1s dif\u00edcil es decir \u201cno\u201d. Separar el grano de la paja. Saber qu\u00e9 parte del pastel nos comeremos. Para m\u00ed, que soy del club de fans de Drucker, estrategia es, sobre todo, decir que no.<\/p>\n\n<p class=\"wp-block-paragraph\"><p>Jony Ive fue el m\u00e1ximo responsable de dise\u00f1o de Apple. Durante a\u00f1os trabaj\u00f3 con Steve Jobs, alguien que ten\u00eda tan claro qu\u00e9 quer\u00eda como qu\u00e9 no quer\u00eda. De hecho, Jobs estaba obsesionado por hacer realidad aquello que ten\u00eda en mente, c\u00f3mo se explica muy bien en el documental <i>Steve Jobs: The Man in the Machine<\/i>.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p><\/p>\n\n<p class=\"wp-block-paragraph\"><p>En esta <a href=\"https:\/\/twitter.com\/ValaAfshar\/status\/1637909810208288776?s=20\">entrevista<\/a>, Ive resume el concepto muy gr\u00e1ficamente: \u201cDebe decirse \u201cno\u201d a aquello que, con todas tus fuerzas, piensas que es una gran idea e incluso te despiertas pensando en ella, pero que no es en lo que est\u00e1s focalizado\u201d.<\/p><\/p>\n\n<p class=\"wp-block-paragraph\">Parece f\u00e1cil, \u00bfverdad? Pero en el d\u00eda a d\u00eda, cuando abrir una cuenta en una red social resulta tan sencillo como hacer un par de clics, cuando crear un blog es cuesti\u00f3n de unas horas en WordPress o enviar una nota de prensa solo requiere de una base m\u00e1s o menos actualizada, decir \u201cno\u201d, tener el valor de decir \u201cno\u201d, ser militantes activos del \u201cno\u201d es un valor en alza.<\/p>\n\n<p class=\"wp-block-paragraph\">Nos encontramos a las puertas de una aut\u00e9ntica revoluci\u00f3n en la forma de trabajar. La inteligencia artificial nos acerca a un mundo en el que podremos generar miles de contenidos en pocos minutos. \u00bfC\u00f3mo asesoraremos a los clientes o a los directores sobre la estrategia (de comunicaci\u00f3n) m\u00e1s adecuada?<\/p>\n\n<p class=\"wp-block-paragraph\">Yo apuesto por el criterio profesional, por la estrategia consistente y por centrarnos en aquello que realmente aporta valor, dejando de lado atajos, fuegos artificiales e ideas felices que nos apartan del foco. Nos pagan por decidir. \u00a1Decidamos!<\/p>\n\n<p class=\"wp-block-paragraph\"><em>Manel Gast\u00f3<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lo queremos todo, lo queremos ya y queremos mucho. Pues no. Cuando pensamos en estrategia lo m\u00e1s dif\u00edcil no es saber qu\u00e9 queremos, cu\u00e1ndo lo queremos o cu\u00e1nto queremos. Lo m\u00e1s dif\u00edcil es decir \u201cno\u201d. Separar el grano de la paja. Saber qu\u00e9 parte del pastel nos comeremos. Para m\u00ed, que soy del club de [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":6450,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[20,14],"tags":[529,531],"class_list":["post-8282","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacion","category-general-es","tag-comunicacion-es","tag-estrategia-es"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Digamos no - S\u00edntesi<\/title>\n<meta name=\"description\" content=\"Cuando pensamos en estrategia lo m\u00e1s dif\u00edcil no es saber qu\u00e9 queremos o cu\u00e1ndo. Lo m\u00e1s dif\u00edcil es decir \u201cno\u201d. 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