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Blog do Coach - A música da Estratégia
Brasília,
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19 d maio d 2019

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09

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A música da Estratégia


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09 de abril, 2014 | Autor: César Souza | Tópicos: Estratégia
Tags: , ,


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As sessões de Planejamento Estratégico encenam os rituais mais previsíveis na vida empresarial contemporânea. O processo culmina quando dezenas de executivos e gerentes – em alguns casos centenas – se reúnem durante cerca de 3 dias fora da sede da empresa na temporada de Novembro a Março com a finalidade de avaliar os resultados alcançados no ano anterior e definir a estratégia e estabelecer as metas para o próximo biênio.

Durante esses dias, trancafiados em uma sala de convenções e com direito a eventuais momentos de lazer, ouvem exposições de macro-economistas e de experts tecnológicos que desfiam previsões ajudando-os a advinhar o futuro; utilizam pesquisas de mercado, modelos matemáticos, projeções estatísticas; analisam forças e fraquezas, ameaças e oportunidades; investigam a vida dos concorrentes e apresentam conclusões dos serviços de espionagem industrial; escolhem os benchmarks que devem ser imitados; apresentam uma estratégia pré-fabricada composta da nova Missão, Visão e Valores; apresentam de forma pirotécnica os novos produtos e serviços; e concluem com palestras motivacionais para que todos saiam turbinados e comprometidos com as novas metas. Enfim, perpetuam o velho paradigma onde uns poucos privilegiados – os estrategistas – são pagos para pensar enquanto todos os outros são pagos para fazer.

Nas semanas seguintes, após o bem-estar gerado pelas atividades de congraçamento, a coisa começa a desandar: as previsões não se confirmam, os concorrentes, que não estavam dormindo, os surpreendem com iniciativas imprevisíveis, os clientes em nova onda de infidelidade preferem experimentar as novidades do mercado, as campanhas não produzem o esperado, os fornecedores viraram o ano mais exigentes. E para completar tem aquele executivo-chave, mal agradecido, que está querendo cair fora com a velocidade proporcional ao seu talento.

Enfim, o mundo real não aceitou a gaiola da estratégia inteligente que a empresa tentou impor. O clima fica tenso, a caça às bruxas começa, culpados são apontados, quase sempre o governo, a conjuntura internacional e os “idiotas” dos clientes.

Na próxima vez, antes de encomendar outra camisa de força vale a pena pensar o porque este processo nem sempre dá certo.

Por exemplo, importante perceber que as empresas precisam mais do pensamento e do comportamento estratégico. Que a estratégia tem de permear o cotidiano da empresa, ser parte do seu DNA, em vez de ser considerado uma atividade especializada.

Quem deve fazer a estratégia da empresa são os responsáveis pelos centros de resultados, os gerentes de produtos, os líderes de unidades de negócios.

Uma ajuda externa (de um consultor por exemplo) é bem vinda, mas não como o estrategista, o expert, e sim como que pode e deve facilitar esse processo, provocar reflexões, construir o futuro as pessoas que irão de fato fazer isso acontecer.


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