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ANCORA LUIII???
Su dai, facciamo i seri…
Raccontare balle non è un male, anzi, qualche volta sicuramente aiuta. Attenzione però, se si finisce per credere alle balle che si raccontano la cosa comincia a essere drammatica. (Dostoevskij)
Insomma, per una cosa o per un’altra sono ormai più di dieci anni che ci propinano sempre lui come caso di best practice sull’innovazione. Senza nulla togliere all’imprenditore che fra l’altro stimo e ammiro, ma, se Mario Moretti Polegato è lo stereotipo dell’innovatore del prossimo futuro, mi me spare un colpo in testa: BANG
Semmai sarebbe più giusto parlare della forza che acquisisce una determinata e/o prestabilita strategia di marketing quando il prodotto da promuovere è supportato da un brevetto. E il dott. Mario Moretti Polegato, da buon opportunista, lo ha capito da un pezzo ormai. Strategia sicuramente vincente ma chissà quanto gli costa “annessi e connessi” compresi…
Geox è un vero caso di innovazione: tecnologica, organizzativa e nella comunicazione. Anche se è da diversi anni che questo caso fa scuola nelle università di tutto il mondo, il riconoscimento EBLA certifica un importante traguardo internazionale. Mi sembra giusto ricordare che Moretti Polegato ha pubblicato sui giornali un ringraziamento ai lavoratori e alle Università italiane per il premio ottenuto. Anche in questo la Geox propone una significativa innovazione del Made in Italy!
Giancarlo, pensi che io cavalcando l’”onda” innescata dai successi della Geox e dalle idee del dott. Polegato ho cercato di ricavarne una professione, fornendo sul mercato un nuovo servizio dedicato prettamente alle imprese. L’obiettivo era quello di mettere a disposizione uno degli strumenti che hanno determinato il successo economico di Geox, e cioè il tanto decantato “brevetto”. Detto questo, si faccia due conti e capirà quanto io creda, forse più di lei e di tanti altri, che Polegato sia un innovatore. Ovviamente, facendo un esempio metaforico, non basta avere una Ferrari (brevetto) per vincere il campionato mondiale di F1 ma è necessario avere anche un buon pilota (Polegato) e un team all’altezza della situazione (management etc etc) il tutto accompagnato con una consistente spruzzata di capitali. E fin qui credo che siamo tutti d’accordo…
Stefano, però, in modo secondo me molto intelligente, ha chiuso il suo post con un messaggio di auspicio traducibile anche come un automatico invito all’ottimismo per le nostre imprese: “se è stato fatto una volta vuol dire che si può fare ancora”, quindi, imprese fate tesoro delle esperienze di Polegato e cercate, in qualche modo, di interpretarle e applicarle al vostro business. La storia di Geox inizia circa vent’anni fa ed è da più di dieci che il messaggio riproposto da Stefano trova ampio spazio sui media nazionali e internazionali, ma, purtroppo, e dico purtroppo non certo perché io sia contro alla Geox sia ben chiaro, ci troviamo a costatare che il “decennale messaggio propiziatorio” non ha sortito nel nostro tessuto industriale gli effetti imprenditoriali ed economici tanto auspicati e che tutti noi, me compreso, avremmo voluto registrare e raccontare con altrettanta enfasi ed entusiasmo. Siamo in piena crisi economica e per risollevarci avremmo bisogni di 10, 100, 1000 Geox, dunque, un buon analista si porrebbe il problema di capire in primo luogo il perché a tutt’oggi non vi siano ancora degli emuli rappresentativi da affiancare all’esempio Geox e, in secondo luogo, una volta individuato il problema/i da superare cercare di proporre delle soluzioni efficaci e soprattutto attuabili.
Paradunque, secondo me se vogliamo capire una questione così complessa ma nello stesso tempo anche semplice, le domande da porci sono sostanzialmente due:
a) Un industriale avveduto, oltre a possedere un prodotto brevettato e un buon management alle spalle, cosa gli manca ancora per portare al mercato nazionale e internazionale con successo il suo nuovo prodotto?
b) Il caso industriale Geox, quindi, ovviamente nelle sue più ampie formule applicabili, è un esempio replicabile?
Caro Giancarlo, senza dover aggiungere altre spiegazioni sul percorso storico della Geox e sul perché della forza che ha acquisito il suo piano marketing, io ai quesiti appena proposti delle risposte gliele ho date e le assicuro che da quanto è emerso il dott. Polegato e la sua Geox sono si un ottimo esempio di avvedutezza imprenditoriale, ma, detta tra noi, di certo non proponibile a una platea di giovani e/o industriali come lo stereotipo dell’innovatore facilmente replicabile… Ci rifletta e vedrà che a questa conclusione ci arriva anche lei.
Il dott. Polegato, nel frattempo, credo faccia molto bene a cavalcare l’”onda dell’innovatore” che si è creata nei suoi confronti: è riuscito a farne una strategia di marketing super vincente che lui opportunamente mantiene attuale e viva nel migliore dei modi possibili.
“A noi”, invece, chiudendo con un altrettanto auspicio propiziatorio, non resta che sperare che imprenditori e il settore della finanza assimilino velocemente il “messaggio” lanciato da Mr. Geox affrontando con più coraggio il “rischio d’impresa” che quest’uomo ha saputo impavidamente affrontare a suo tempo… Sempre che sia di nostro interesse superare la crisi economica.
Buona Pasqua
Ivano Urban
Verificate sulla rivista tedesca OKOTEST 2008 che scarpe immette sul mercato questo illustre personaggio.
Da lì potete capire che rispetto ha per i consumatori.
Gli industriali e artigiani suoi concorrenti invece di farsi massacrare da un messaggio pubblicitario “Geox Respira” verificassero scientificamente se l’imponenza della pubblicità che lo reclamizza è degna della sua insustistenza tecnica. Se lo avessero fatto le cose sarebbero diverse.
OKOTEST 2008: i tedeschi, anche se a scoppio ritardato, stanno capendo l’importanza delle idee per giunta brevettate. Polegato, in definitiva, ha brevettato uno slogang straordinariamente efficace che fa capo, però, a una tecnologia parzialmente efficace. Bene, considerato che per il momento le scarpe prodotte da Mr. GEOX non hanno reso storpio nessuno e non fanno venire neppure i calli, mi spieghi cose c’è di male nella strategia commerciale di GEOX??
Personalmente trovo tragico e per certi versi pure drammatico (vedi I dati della nostra economia degli ultimi dieci anni), che le mezze calzette di industriali che ci ritroviamo e che fanno riferimento per lo più a ConfIndustria (probabilmente sarebbe più esatto chiamarla ConfCottimo vista la cultura degli associati), è che non hanno ancora capito l’importanza delle idee nel contesto del commercio. E se tanto mi da tanto, QUESTI NON CI ARRIVANO PROPRIO…