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Personal Branding

In: Business and Management

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El ocaso de los tréboles | |
| |

Antonio García Sansigre aconseja a los ejecutivos mantener una actitud permanente de fortaleza ante la debilidad y no como algo fruto de una circunstancia que el tiempo ayude a difuminar.

El gurú sueco de los negocios Alexander Bard dice que las grandes marcas son una combinación de visibilidad y credibilidad. De nada sirve tener una si no tienes la otra. Exitosas son aquellas que combinan ambas. El mundo de la gestión empresarial no es ajeno a esta ley y la nueva generación de hombres del management disfruta de una posición que sus predecesores no tuvieron. El consumo masivo de libros de fácil digestión ha abierto esta puerta.

Muchos exponentes de la nueva generación del management lo están aprovechando bien y han sabido sacar el máximo partido de la visibilidad y el prestigio. Los actuales autores de cuentos o “cuentistas” van a verse estrangulados por su propia soga: por un lado, deben seguir siendo best-sellers, y cuanto más best-seller se es, más ramplón y superficial se convierte su pensamiento. Ese círculo vicioso atenaza la consideración personal del autor.

Por ello, la nueva generación de autores de management, por naturaleza inclinada al libro sencillo que entra tan rápido como sale, tendrá que publicar libros más sesudos. En el fondo subyace una realidad: “Quiero ser como José Antonio Marina”. El logro de la fama del autor de best-sellers de management se tronca en un enorme vacío porque uno no goza del reconocimiento que tiene un Marina, y eso genera desazón, insatisfacción y la búsqueda de valles literarios que supongan un adiós total o parcial al libro-basura.

Los autores de management consolidados tienen un sentimiento de desapego. Sienten que no se les ha tratado bien. Sus obras, cargadas de estudio, investigación y reflexión, no han tenido el respaldo del público. Y es que el mundo ha cambiado también en el management. El problema de los clásicos es que deben ganar dicha visibilidad.

Estas son las lecciones que los clásicos durmientes deben aprender de los clásicos que sí han sabido adaptarse a los tiempos:

La soledad de la coherencia. “La fuente de tu éxito pasado, es la fuente de tu éxito futuro”. Si su prestigio lo han construido sobre el contenido, que no lo abandonen nunca. Algunos clásicos han leído mal el mensaje y han pasado de libros densos a libros ligeros con mucha velocidad. Han perdido a sus lectores y no han ganado nuevos. Es verdad que la nueva generación ha construido su visibilidad sobre ventas de libros sencillos, pero lo cierto es que esos nuevos autores no tenían pasado.

Los clásicos sí lo tienen y están vinculados a él, para bien o para mal. Esto nos lo ha enseñado Javier Fernández Aguado quien, con una visión preclara de su propio estatus, ha llevado sus obras a un estado de análisis superior como es el caso de “La soledad del directivo”. Sus escritos no son para todos los públicos, son para su público (alta dirección). El profesor Fernández Aguado y su colega José Aguilar no han notado ningún vacío, no han sentido ninguna desazón. Más bien lo contrario, cuanto más grande se hacía el “yin” (el libro-basura), más grande se hacía su “yan”.

El club de los versátiles. La solución no pasa por publicar un libro-basura o libro de auto-ayuda, sin más, y ver si tiene el éxito del queso. Hay que conocer a tu público. En función de sus lectores, un autor será capaz (o no), de llevarles hacia un formato más sencillo pero sin perder el contenido. Esto nos lo ha enseñado Juan Carlos Cubeiro muy bien con su libro “El Club del Liderazgo”, escrito con José Antonio Sáinz. Lejos de ser una clásica colección de cuentos sencillos, su última obra es una muestra más, en formato diferente, de la sabiduría e inteligencia de este consultor. Es dejar de leer a Mario Vargas Llosa para verlo actuar en el teatro. Es el mismo contenido pero en envase diferente. Por eso se le ha visto en conferencias con la directora de orquesta Inma Shara. Juan Carlos Cubeiro está en la búsqueda constante de nuevos formatos, más efectivos, que inspiren y transmitan a las audiencias.

Autenticidad: el diálogo interior. Los clásicos actuales han aprendido a generar reflexión, pensamiento y obras fruto de ese diálogo interior. La madurez del clásico es una gran fortaleza porque no sucumbe a los vaivenes del capricho social. Esto nos lo ha enseñado Santiago Álvarez de Mon. Su futura obra se titulará “Diálogo Interior”. Es atemporal, y por ello sólida, fértil, consistente. Volverá Santiago con su espíritu libre y limpio: donde no hay herida, no hay cicatrices.

No seguir estas reglas si eres un clásico es avanzar hacia el vacío. El gran enemigo de los clásicos es copiar el éxito de otros pensando que se replican los resultados. Perderán su prestigio adquirido con los años sin ganar mayor visibilidad. Por ello, estamos ya en condiciones de poder hablar de tres grupos: la nueva generación, que aprovecha la fertilidad de los libros Light y que tienen su gran reto en la segunda obra que publiquen; los clásicos actuales, que mantienen y acrecientan su éxito porque han entendido estas reglas, y los clásicos atávicos, que no hacen nada o empeoran su situación.

Tan grave es criar polvo en la estantería de la creatividad como ser un pez que tira del anzuelo en el que ha picado, pues cuanto más tira, más complica su final. Diagnosticada la enfermedad, ya tienen el remedio.

Antonio García Sansigre, director geneneral de Thinking Heads || [pic]
Cinco Días el 25 y 26 de noviembre de 2006

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