Qual o valor da resiliência?

A Revolução Industrial foi “tanto sobre inovações de processo, que reduziram o desperdício e aumentaram a produtividade, quanto sobre a aplicação de novas tecnologias”, escreveu Roger Martin em um artigo recente da Harvard Business Review (HBR), – The High Price of Efficiency. Martin é professor e ex-reitor da Rotman School of Management da Universidade de Toronto, além de escritor.

A crença de que a eficiência é fundamental para a vantagem competitiva transformou o gerenciamento em uma ciência – ensinada em todas as escolas de administração do planeta – cujo objetivo é a eliminação de desperdícios – seja de tempo, materiais ou capital.

“Por que não querer que os gerentes se esforcem para um uso cada vez mais eficiente dos recursos?”, Pergunta Martin. Claro que nós queremos. Mas, um foco excessivo na eficiência pode produzir efeitos surpreendentemente negativos. Para contrabalançar esses possíveis efeitos negativos, as empresas devem prestar tanta atenção a uma fonte menos apreciada de vantagem competitiva: a resiliência, – “a capacidade de se recuperar de dificuldades – para voltar à atuar de forma satisfatória após uma perda ou derrota”.

“Pense na diferença entre ser adaptado a um ambiente existente (que é o que a eficiência oferece) e ser adaptável às mudanças no ambiente. Sistemas resilientes são tipicamente caracterizados pelos próprios recursos – diversidade e redundância ou folga – que a eficiência procura destruir.”

video resilience: pexels.com

O que há de errado com um foco incansável na eficiência?

Um foco incansável na eficiência pode levar a problemas sérios. Esse artigo discute três em particular:

1) Intensa concentração de riqueza e poder,

2) Riscos elevados de falhas catastróficas e

3) Possíveis abusos de poder.

A consolidação da indústria está aumentando. A tendência para consolidação e tamanho crescente é evidenciada por algumas estatísticas mundiais: 10% das empresas públicas geram 80% de todos os lucros; as empresas com mais de US $ 1 bilhão em receita anual são responsáveis por 60% da receita global total; e a taxa de fusões e aquisições é mais do que o dobro da década de 90.

A tendência é particularmente proeminente nos EUA: 75% das indústrias dos EUA ficaram mais concentradas nos últimos 20 anos. Em 1978, as 100 empresas mais lucrativas obtiveram 48% dos lucros de todas as empresas de capital aberto juntas; em 2015, o número havia subido para 84%. Em 1994, 33% do PIB foi gerado pelas 100 maiores empresas; em 2013, o número havia subido para 46%. Os cinco maiores bancos agora representam 45% de todos os ativos bancários, contra 25% em 2000.

(Números realmente incríveis e ameaçadores).

As tecnologias digitais – em particular a Internet – desempenharam um papel central no surgimento de empresas globais “pop stars”. Nas últimas décadas, a Internet se tornou a plataforma mais inovadora que o mundo já viu. Ele transformou muitas de nossas atividades diárias, incluindo a maneira como trabalhamos, compramos, aprendemos, negociamos, ouvimos música, assistimos a filmes e lidamos com o governo. Ao mesmo tempo, o alcance universal da Internet tornou o “efeito rede” cada vez mais poderoso e criou um novo tipo de plataforma dinâmica de negócios.

A escala aumenta a vantagem competitiva de uma plataforma. Quanto mais produtos ou serviços uma plataforma oferecer, mais consumidores ela atrairá, ajudando-a a atrair mais ofertas, o que, por sua vez, atrai mais consumidores, tornando a plataforma ainda mais poderosa e valiosa. Além disso, quanto maior a rede, mais dados estão disponíveis para personalizar ofertas, de acordo com as preferências do usuário e atender melhor à oferta e à demanda, aumentando ainda mais o alcance global da plataforma e a eficiência geral.

Como resultado, um pequeno número de empresas se tornaram reis e imperadores, do mundo digital, dominando a concorrência em seus mercados particulares. “O ambiente de negócios resultante é extremamente arriscado, com altos retornos para um número cada vez mais limitado de empresas e pessoas – um resultado claramente insustentável.”

O risco de falhas catastróficas

Mas, se os consumidores se beneficiam com os preços baixos, maior escolha e conveniência oferecidas por empresas super-eficientes baseadas na Internet, por que alguém deveria se opor?

O problema, argumenta Martin, é que concentrações muito altas aumentam o risco de falhas catastróficas, como ele ilustra com um exemplo da agricultura de monoculturas.

Na agricultura, uma monocultura se refere à prática de cultivar um único produto, de uma safra de alto rendimento ou criar alguma raça de aninal, de forma extensiva e de rápido crescimento em um sistema agrícola.

As monoculturas são amplamente utilizadas na agricultura industrial para aumentar a escala e a eficiência de suas operações. No entanto, a monocultura contínua pode levar ao acúmulo de pragas e doenças. Se uma doença vira uma praga, contra a qual não tem resistência, ela pode acabar rapidamente com uma população inteira de plantações ou criações.

Algo semelhante poderia acontecer a uma empresa ou economia muito dependente de alguns processos e modelos de negócios altamente eficientes.

Poder e interesse próprio. “Dado que as pessoas operam substancialmente por interesse próprio, quanto mais eficiente um sistema se torna, maior a probabilidade de que […] o objetivo da eficiência cesse de ser e ter a maximização a longo prazo, do valor social geral. Em vez disso, a eficiência começa a ser interpretada como a que oferece o maior valor imediato ao poder digital dominante. ”

Nas últimas décadas, maximizar o valor para os acionistas tem sido o objetivo principal de muitas empresas. Mas, como vários especialistas apontam, incluindo Martin, maximizar o valor para os acionistas pode incentivar os executivos da empresa a tomar ações que aumentem o preço de suas ações a curto prazo, satisfazendo os investidores e aumentando sua própria remuneração baseada em ações. Isso pode levar a folhas de pagamento reduzidas, cortes em Peaquisas & Desenvolvimento e despesas de capital mais baixas, todas tomadas em nome da redução de desperdícios e para aumentar o preço do estoque. Mas os ganhos têm um custo, para funcionários demitidos e suas comunidades, para investidores de longo prazo e para o futuro da empresa.

Em um mercado dinâmico e em bom funcionamento, essa medida imprudente abriria as portas para o aumento da concorrência de empresas existentes e de novos entrantes. Mas isso não funciona se o poder estiver concentrado entre um punhado de dominadores, cujas posições dominantes dificultam a entrada dos concorrentes. “E, às vezes, o poder se torna tão concentrado que é necessária ação política para afrouxar o domínio dos atores dominantes, como no movimento antitruste da década de 1890″.

O valor da resiliência

Em uma economia imprevisível e em rápida mudança, as empresas enfrentam um número crescente de possíveis interrupções em suas melhores estratégias, incluindo avanços tecnológicos, concorrência global e mercados turbulentos. Conforme observado em um artigo da HBR de 2016, The Biology of Corporate Survival, as empresas estão desaparecendo mais rapidamente do que nunca. “As empresas públicas têm uma chance em três de terem suas atividades encerradas nos próximos cinco anos, seja por falência, liquidação, fusões e aquisições ou outras causas. Isso é seis vezes a taxa de encerramento de empresas de 40 anos atrás … Nem a escala nem a experiência protegem contra uma morte prematura.

Os sistemas biológicos têm sido uma inspiração no estudo de sistemas complexos. A alta resiliência diante de um ambiente incerto e em mudança é a essência da biologia evolutiva e da seleção natural. Da mesma forma, a resiliência dos negócios é fundamental para uma empresa suportar grandes interrupções e sobreviver a um futuro imprevisível e turbulento.

Para ajudar a alcançar um melhor equilíbrio entre eficiência e resiliência, Martin oferece várias recomendações:

Limite de escala. “Na política antitruste, a tendência desde o início dos anos 80 tem sido afrouxar a fiscalização para não impedir a eficiência … Precisamos reverter essa tendência. A dominação do mercado não é um resultado aceitável, mesmo que seja alcançada por meios legítimos, como o crescimento orgânico … Nossa política antitruste precisa ser muito mais rigorosa para garantir uma concorrência dinâmica, mesmo que isso signifique menor eficiência líquida. ”

Introduzir atrito. “Em nossa busca para tornar nossos sistemas mais eficientes, eliminamos todos os atritos. É como se tentássemos criar uma sala perfeitamente limpa, erradicando todos os micróbios nela. As coisas vão bem até que um novo micróbio entre – causando estragos aos habitantes, agora indefesos … Em vez de projetar soluções para manter todo o atrito fora do sistema, devemos injetar atrito produtivo nos momentos certos e nos lugares certos para aumentar a resiliência do sistema.”

Promover o capital do paciente. “O capital de longo prazo é muito mais útil para uma empresa que tenta criar e implantar uma estratégia de longo prazo do que o capital de curto prazo… devemos basear os direitos de voto no período em que o capital é detido. Segundo essa abordagem, cada ação ordinária daria ao seu titular, um voto por dia de propriedade até 3.650 dias, ou 10 anos. Se você tivesse 100 ações por 10 anos, poderia votar em 365.000 ações. Se você vendesse essas ações, o comprador receberia 100 votos no dia da compra.”

Criar bons empregos: “Em nossa busca pela eficiência, passamos a acreditar que o trabalho de rotina é uma despesa a ser minimizada. As empresas investem pouco em treinamento e desenvolvimento de habilidades … e se projetássemos [empregos] para ser produtivos e valiosos? … Um elemento-chave, porém contra-intuitivo da estratégia, é criar uma folga para que os funcionários tenham tempo para servir os clientes de maneiras imprevisíveis e valiosas.”

Ensinar a resiliência: “A educação gerencial se concentra na busca decidida pela eficiência – e treina os alunos em técnicas analíticas que implantam proxies de curto prazo para medir essa qualidade. Como resultado, os graduados se dirigem ao mundo para construir (inadvertidamente, acredita-se) negócios altamente eficientes que carecem de resiliência … Para o futuro do capitalismo democrático, a educação em administração deve se tornar uma voz a favor, e não contra, a resiliência.”

Conte aos amigos

26 thoughts on “Qual o valor da resiliência?

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    Eric
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  19. Cool website!

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    CLICK HERE http://www.talkwithwebvisitors.com to try out a Live Demo with Talk With Web Visitor now to see exactly how it works.

    Time is money when it comes to connecting with leads – the difference between contacting someone within 5 minutes versus 30 minutes later can be huge – like 100 times better!

    That’s why we built out our new SMS Text With Lead feature… because once you’ve captured the visitor’s phone number, you can automatically start a text message (SMS) conversation.

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    CLICK HERE http://www.talkwithwebvisitors.com to discover what Talk With Web Visitor can do for your business.

    You could be converting up to 100X more leads today!
    Eric

    PS: Talk With Web Visitor offers a FREE 14 days trial – and it even includes International Long Distance Calling.
    You have customers waiting to talk with you right now… don’t keep them waiting.
    CLICK HERE http://www.talkwithwebvisitors.com to try Talk With Web Visitor now.

    If you’d like to unsubscribe click here http://talkwithwebvisitors.com/unsubscribe.aspx?d=fluencia.digital

  20. Hey, my name’s Eric and for just a second, imagine this…

    – Someone does a search and winds up at fluencia.digital.

    – They hang out for a minute to check it out. “I’m interested… but… maybe…”

    – And then they hit the back button and check out the other search results instead.

    – Bottom line – you got an eyeball, but nothing else to show for it.

    – There they go.

    This isn’t really your fault – it happens a LOT – studies show 7 out of 10 visitors to any site disappear without leaving a trace.

    But you CAN fix that.

    Talk With Web Traffic is a software widget that’s works on your site, ready to capture any visitor’s Name, Email address and Phone Number. It lets you know right then and there – enabling you to call that lead while they’re literally looking over your site.

    ==> https://www.talkwithwebtraffic.com to try out a Live Demo with Talk With Web Traffic now to see exactly how it works.

    Time is money when it comes to connecting with leads – the difference between contacting someone within 5 minutes versus 30 minutes later can be huge – like 100 times better!

    Plus, now that you have their phone number, with our new SMS Text With Lead feature you can automatically start a text (SMS) conversation… so even if you don’t close a deal then, you can follow up with text messages for new offers, content links, even just “how you doing?” notes to build a relationship.

    Strong stuff.

    ==> https://www.talkwithwebtraffic.com to discover what Talk With Web Traffic can do for your business.

    You could be converting up to 100X more leads today!

    Eric
    PS: Talk With Web Traffic offers a FREE 14 days trial – and it even includes International Long Distance Calling.
    You have customers waiting to talk with you right now… don’t keep them waiting.
    ==> https://www.talkwithwebtraffic.com to try Talk With Web Traffic now.

    If you’d like to unsubscribe click here https://talkwithwebtraffic.com/unsubscribe.aspx?d=fluencia.digital

  21. My name’s Eric and I just found your site fluencia.digital.

    It’s got a lot going for it, but here’s an idea to make it even MORE effective.

    Talk With Web Traffic – ==> https://www.talkwithwebtraffic.com for a live demo now.

    Talk With Web Traffic is a software widget that’s works on your site, ready to capture any visitor’s Name, Email address and Phone Number. It signals you the moment they let you know they’re interested – so that you can talk to that lead while they’re literally looking over your site.

    And once you’ve captured their phone number, with our new SMS Text With Lead feature, you can automatically start a text (SMS) conversation… and if they don’t take you up on your offer then, you can follow up with text messages for new offers, content links, even just “how you doing?” notes to build a relationship.

    ==> https://www.talkwithwebtraffic.com to discover what Talk With Web Traffic can do for your business.

    The difference between contacting someone within 5 minutes versus a half-hour means you could be converting up to 100X more leads today!

    Eric
    PS: Studies show that 70% of a site’s visitors disappear and are gone forever after just a moment. Don’t keep losing them.
    Talk With Web Traffic offers a FREE 14 days trial – and it even includes International Long Distance Calling.
    You have customers waiting to talk with you right now… don’t keep them waiting.
    ==> https://www.talkwithwebtraffic.com to try Talk With Web Traffic now.

    If you’d like to unsubscribe click here https://talkwithwebtraffic.com/unsubscribe.aspx?d=fluencia.digital

  22. Hey there, I just found your site, quick question…

    My name’s Eric, I found fluencia.digital after doing a quick search – you showed up near the top of the rankings, so whatever you’re doing for SEO, looks like it’s working well.

    So here’s my question – what happens AFTER someone lands on your site? Anything?

    Research tells us at least 70% of the people who find your site, after a quick once-over, they disappear… forever.

    That means that all the work and effort you put into getting them to show up, goes down the tubes.

    Why would you want all that good work – and the great site you’ve built – go to waste?

    Because the odds are they’ll just skip over calling or even grabbing their phone, leaving you high and dry.

    But here’s a thought… what if you could make it super-simple for someone to raise their hand, say, “okay, let’s talk” without requiring them to even pull their cell phone from their pocket?

    You can – thanks to revolutionary new software that can literally make that first call happen NOW.

    Talk With Web Traffic is a software widget that sits on your site, ready and waiting to capture any visitor’s Name, Email address and Phone Number. It lets you know IMMEDIATELY – so that you can talk to that lead while they’re still there at your site.

    You know, strike when the iron’s hot!

    Click Here ==> http://ow.ly/r8eS50C1qo7 to try out a Live Demo with Talk With Web Traffic now to see exactly how it works.

    When targeting leads, you HAVE to act fast – the difference between contacting someone within 5 minutes versus 30 minutes later is huge – like 100 times better!

    That’s why you should check out our new SMS Text With Lead feature as well… once you’ve captured the phone number of the website visitor, you can automatically kick off a text message (SMS) conversation with them.

    Imagine how powerful this could be – even if they don’t take you up on your offer immediately, you can stay in touch with them using text messages to make new offers, provide links to great content, and build your credibility.

    Just this alone could be a game changer to make your website even more effective.

    Strike when the iron’s hot!

    Click Here ==> http://ow.ly/r8eS50C1qo7 to learn more about everything Talk With Web Traffic can do for your business – you’ll be amazed.

    Thanks and keep up the great work!

    Eric
    PS: Talk With Web Traffic offers a FREE 14 days trial – you could be converting up to 100x more leads immediately!
    It even includes International Long Distance Calling.
    Stop wasting money chasing eyeballs that don’t turn into paying customers.
    Click Here ==> http://ow.ly/r8eS50C1qo7 to try Talk With Web Traffic now.

    If you’d like to unsubscribe ==> http://ow.ly/cOcy50C1qte

  23. Hey there, I just found your site, quick question…

    My name’s Eric, I found fluencia.digital after doing a quick search – you showed up near the top of the rankings, so whatever you’re doing for SEO, looks like it’s working well.

    So here’s my question – what happens AFTER someone lands on your site? Anything?

    Research tells us at least 70% of the people who find your site, after a quick once-over, they disappear… forever.

    That means that all the work and effort you put into getting them to show up, goes down the tubes.

    Why would you want all that good work – and the great site you’ve built – go to waste?

    Because the odds are they’ll just skip over calling or even grabbing their phone, leaving you high and dry.

    But here’s a thought… what if you could make it super-simple for someone to raise their hand, say, “okay, let’s talk” without requiring them to even pull their cell phone from their pocket?

    You can – thanks to revolutionary new software that can literally make that first call happen NOW.

    Talk With Web Visitor is a software widget that sits on your site, ready and waiting to capture any visitor’s Name, Email address and Phone Number. It lets you know IMMEDIATELY – so that you can talk to that lead while they’re still there at your site.

    You know, strike when the iron’s hot!

    CLICK HERE http://www.talkwithcustomer.com to try out a Live Demo with Talk With Web Visitor now to see exactly how it works.

    When targeting leads, you HAVE to act fast – the difference between contacting someone within 5 minutes versus 30 minutes later is huge – like 100 times better!

    That’s why you should check out our new SMS Text With Lead feature as well… once you’ve captured the phone number of the website visitor, you can automatically kick off a text message (SMS) conversation with them.

    Imagine how powerful this could be – even if they don’t take you up on your offer immediately, you can stay in touch with them using text messages to make new offers, provide links to great content, and build your credibility.

    Just this alone could be a game changer to make your website even more effective.

    Strike when the iron’s hot!

    CLICK HERE http://www.talkwithcustomer.com to learn more about everything Talk With Web Visitor can do for your business – you’ll be amazed.

    Thanks and keep up the great work!

    Eric
    PS: Talk With Web Visitor offers a FREE 14 days trial – you could be converting up to 100x more leads immediately!
    It even includes International Long Distance Calling.
    Stop wasting money chasing eyeballs that don’t turn into paying customers.
    CLICK HERE http://www.talkwithcustomer.com to try Talk With Web Visitor now.

    If you’d like to unsubscribe click here http://talkwithcustomer.com/unsubscribe.aspx?d=fluencia.digital

  24. Hey there, I just found your site, quick question…

    My name’s Eric, I found fluencia.digital after doing a quick search – you showed up near the top of the rankings, so whatever you’re doing for SEO, looks like it’s working well.

    So here’s my question – what happens AFTER someone lands on your site? Anything?

    Research tells us at least 70% of the people who find your site, after a quick once-over, they disappear… forever.

    That means that all the work and effort you put into getting them to show up, goes down the tubes.

    Why would you want all that good work – and the great site you’ve built – go to waste?

    Because the odds are they’ll just skip over calling or even grabbing their phone, leaving you high and dry.

    But here’s a thought… what if you could make it super-simple for someone to raise their hand, say, “okay, let’s talk” without requiring them to even pull their cell phone from their pocket?

    You can – thanks to revolutionary new software that can literally make that first call happen NOW.

    Talk With Web Visitor is a software widget that sits on your site, ready and waiting to capture any visitor’s Name, Email address and Phone Number. It lets you know IMMEDIATELY – so that you can talk to that lead while they’re still there at your site.

    You know, strike when the iron’s hot!

    CLICK HERE http://www.talkwithwebvisitors.com to try out a Live Demo with Talk With Web Visitor now to see exactly how it works.

    When targeting leads, you HAVE to act fast – the difference between contacting someone within 5 minutes versus 30 minutes later is huge – like 100 times better!

    That’s why you should check out our new SMS Text With Lead feature as well… once you’ve captured the phone number of the website visitor, you can automatically kick off a text message (SMS) conversation with them.

    Imagine how powerful this could be – even if they don’t take you up on your offer immediately, you can stay in touch with them using text messages to make new offers, provide links to great content, and build your credibility.

    Just this alone could be a game changer to make your website even more effective.

    Strike when the iron’s hot!

    CLICK HERE http://www.talkwithwebvisitors.com to learn more about everything Talk With Web Visitor can do for your business – you’ll be amazed.

    Thanks and keep up the great work!

    Eric
    PS: Talk With Web Visitor offers a FREE 14 days trial – you could be converting up to 100x more leads immediately!
    It even includes International Long Distance Calling.
    Stop wasting money chasing eyeballs that don’t turn into paying customers.
    CLICK HERE http://www.talkwithwebvisitors.com to try Talk With Web Visitor now.

    If you’d like to unsubscribe click here http://talkwithwebvisitors.com/unsubscribe.aspx?d=fluencia.digital

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