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cavoli loro. se fai scienze della comuncazione e non ti accorgi la sproporzione tra domanda e offerta, un po’ mona sei anche tu.
Dopo quindici anni di sorrisi e ottimismo incrollabile, scopriamo che la classe creativa non è necessariamente destinata a un futuro ricco e luminoso.
E il disagio non è solo di quelli hanno studiato scienze della comunicazione. E’ pieno di architetti che vedono le loro fatture protestate (spessissimo senza ragione) e che vivono la crisi senza dire una parola. E’ pieno di giornalisti che hanno visto in questi mesi i loro compensi dimezzati. E’ pieno di consulenti informatici che spuntano oggi il 30 per cento di quello che guadagnavano fino a pochi anni fa. Insomma, oggi gli “analisti simbolici” soffrono da morire e soprattutto non hanno parole per raccontare la loro crisi. Un po’ è anche colpa di giornali come Wired (e un po’ anche di Nova) che hanno raccontato gli innovatori come una brigata allegra e simpatica che si diverte e fa un sacco di soldi.
Lavorare stanca anche i creativi. E quando arriva la crisi, la pagano anche loro. Non bisogna vergognarsi a dirlo.
Per un lavoratore autonomo di seconda o terza generazione (oramai ho perso il conto), è difficile sentirsi rappresentato da Oliver Williamson, la cui ricerca, in fondo, era tesa a dimostrare che il mercato non è affatto il sistema più efficiente di allocazione delle risorse. Proprio per questo, secondo il recente Nobel dell’economia, esistono le imprese: tanto maggiori i costi d’uso del mercato (i cosiddetti costi di transazione, che anche l’opportunismo del macellaio smithiano contribuisce ad alzare), tanto meglio rifugiarsi in quelle organizzazioni economiche che esercitano, tramite un rigido sistema di contratti, una qualche forma di controllo gerarchico sugli input produttivi. Altro che reti: Williamson, alla fine, è l’estremo difensore della corporation fordista. Per Elinor Ostrom il ragionamento è diverso, ma qui le reti sono essenzialmente quelle costruite attraverso norme sociali – ovvero un sostituto funzionale dell’autorità esterna – necessarie ad assicurare il governo delle risorse comuni. Anche in questo caso, tuttavia, vedo pochi riferimenti utili a rappresentare le istanze del popolo delle partite Iva. Piuttosto che cercare in una improbabile ed esitante “terra di mezzo”, la rappresentanza di questi ceti produttivi dovrebbe invece guardare con più decisione cosa sta avvenendo nelle “frontiere” dell’innovazione e dei settori della qualità sociale: dal mondo della salute a quello della cultura, dalle tecnologie green al turismo ambientale, dall’alimentazione di qualità ai distretti del piacere. In queste aree di produzione e consumo sempre più rilevanti per le economie moderne, possiamo trovare tracce promettenti per una via di uscita dalla crisi. E troviamo, inoltre, forme avanzate di relazione fra imprenditorialità e istituzioni: nuova medicina e ospedali non sono in contrapposizione, ma giocano in modo complementare; lo stesso può avvenire fra impiantisti di tecnologie energetiche e imprese di public utility; fra gruppi musicali e grandi teatri; oppure fra turismo sostenibile (come i ristoranti a km zero) ed enti locali. Ogni parte è necessaria all’altra. Abbandonare la terra di mezzo non significa, dunque, rinunciare alle nuove forme di produzione e rappresentanza, ma farle diventare un terreno solido e sicuro nel quale costruire una parte sempre più importante per il futuro delle società moderne.
Qualche giorno fa ad un convegno a Milano dopo aver elencato alcuni motivi perchè la consulenza nel web 2.0 (di cui mi occupo) ha senso, mi sono sentito contestare che è ora di smetterla con le consulenze parassitarie. La mia risposta è stata che il web uccide i parassiti ed è da questo punto di vista che vorrei partire. Non è di certo un periodo di vacche grasse e di questo possiamo solo farcene una ragione, detto ciò però non è per forza necessario vedere nero, la consulenza non è morta perchè la domanda non manca. Molti dei punti che portano a sfinimento la nuova classe imprenditoriale creativa sono burocratici e non commerciali (problemi che vanno dal recupero crediti alla gestione della fatturazione ai rapporti con gli istituti bancari alla gestione del personale e qui spontaneo mi esce un sorriso..), i consulenti non sono stanchi di fare il proprio lavoro, sono indubbiamente “scazzati” nel contare a fine mese cifre nette inferiori ai 1.300 euro del bancario medio a fronte di lavori “per ieri” finiti la domenica e con un cliente mai contento, ma sono anche ben consci del fatto che la libertà di gestione che questo lavoro permette è assolutamente non comprabile con altri lavori dipendenti. Possiamo dire che oggi sopravvivono (e “vivacchiano”) molte meno persone di un tempo e credo che la chiave, a parità di competenza, sia legata a due abilità principali che il consulente di oggi deve avere
- abilità commerciale
- abilità nel rendere tangibile la propria offerta, nell’offrire un “prodotto”
il fatto di fare rete e rendersi poi disponibili a lavorare “totalmente multitasking” permette di sopravvivere, e tutto sommato neanche male.. di certo il mercato della consulenza è oggi molto più sfidante di altri ma proprio perchè è una sfida vale di certo la pena di raccoglierla, guardando il bicchiere mezzo pieno chi oggi resiste domani potrebbe sfondare, incrociamo le dita (se mi vedrete in posta fra due anni avrò guardato il bicchiere sbagliato)
Vi lascio con questo
http://www.youtube.com/watch?v=2__GbqZFD_Q
[...] della crisi, senza sindacati e senza ribalta salgono (idealmente) sulla gru di nova. Ne parla Aldo Bonomi su First Draft. Posted in Uncategorized [...]
I creativi sono una palla al piede non solo della società e dell’economia, ma anche delle aziende che li usano…
se si sgozzano tutti nelle loro spese ebeti, nei loro telefonini nuovi ogni 3 mesi, sono beatamente cazzi loro.
basta con questa economia di plastica e con i figli dei professionisti con il culo pieno che si divertono a far finta di lavorare (fare i creativi, appunto) citando poi saggi di questo e quel premio nobel o dandosi pacche sulle spalle tra loro nei blog.
Potrei addirittura essere d’accordo sull’autoreferenzialità.. ma due parole sulle aziende che non li usano? La verità è che i creativi sono driver di opportunità non di soluzioni, sono dei moltiplicatori, dei turbo, ma bisogna saperli usare. Il rischio fuffa esiste, cosi come il rischio di perdersi in bolle di sapone. Bravo è l’imprenditore che “incanala” la creatività al servizio del business, con o senza il supporto dei premi nobel
Da creativo, ringrazio Giorgio per la precisa e puntuale precisazione. I creativi sono opportunità per le aziende che li sanno usare, tradotto significa per quelle aziende che hanno chiari i loro obiettivi e che sono in grado di redarre un brief chiaro e preciso. Mi sconfortano prese di posizione come quelle di Silvio che forse non sa quale ruolo abbia il creativo all’interno del processo aziendale. Basti pensare che il risultato del processo creativo, prodotto o strumento di comunicazione, è una sintesi di una accurata analisi del mondo esterno, del target di mercato del committente, di aspetti sociali e, alla fine di tendenze estetiche. Quando un imprenditore mi dice non servono designer ma casomai commerciali, che ha l’esperienza e le capacità per arrangiarsi senza buttare i soldi con i creativi sorrido amaramente. Non tanto per aver perso una opportunità di lavoro, quanto per l’ennesima conferma di ritrovarmi all’interno di un sistema “tipicamente italo-veneto” che tenta di affrontare il periodo di difficoltà ripescando dal baule dei ricordi azioni e strategie (a volte anziani saggi) che per il passato avevano funzionato e che la chiave della sopravvivenza sta nell’assumere bravi commerciali (ma se non avete i prodotti cosa date in mano da vendere? le vecchie collezioni o gli accrocchi?) . Ahn, per Silvio: il mio telefonino ha la bellezza di 5 anni e funziona ancora perfettamente e di spese “ebeti” non ne ho nessuna perchè controllo maniacalmente ogni euro che esce!
[...] a Marta leggo questo articolo di Aldo Bonomi sui lavoratori creativi. Lo condivido così tanto che scrissi insieme a loro questo progetto di legge. Ma Formigoni non [...]