Ke\u010f\nv lot\u00e9rii vyhr\u00e1m dvakr\u00e1t po sebe 50, m\u00e1m vo vrecku 100 a z\u00e1rove\u0148\nvieru, \u017ee raz mo\u017eno vyhr\u00e1m 1000. T\u00e1 viera ma h\u00fdbe vpred. No ke\u010f najprv\nvyhr\u00e1m 120 a potom strat\u00edm 20, v\u00fdsledok je in\u00fd. Vo vrecku m\u00e1m rovnako 100,\nale nem\u00e1m viac rados\u0165 z v\u00fdhier a vieru, \u017ee mi v\u00fdhra e\u0161te niekedy prinesie\n\u0161\u0165astie.<\/p>\n\n\n\n\n\n\n\n
Lot\u00e9riov\u00fd experiment uk\u00e1zal, \u017ee \u013eudia si medzi t\u00fdmito dvoma mo\u017enos\u0165ami vyberaj\u00fa t\u00fa prv\u00fa. Rad\u0161ej vyhraj\u00fa men\u0161ie sumy dvakr\u00e1t po sebe ne\u017e by mali najprv vyhra\u0165 viac a potom z v\u00fdhry strati\u0165. Dokonca s\u00fa ochotn\u00ed vyhra\u0165 celkovo aj menej, ak m\u00f4\u017eu vyhra\u0165 obidvakr\u00e1t \u2013 a udr\u017ea\u0165 si tak vieru. Pre\u010do pre n\u00e1s s\u00fa\u010det nie je najd\u00f4le\u017eitej\u0161\u00ed? Pre\u010do sme ochotn\u00ed vyhra\u0165 aj menej? Preto\u017ee ako \u013eudia potrebujeme n\u00e1dej, rados\u0165 a zmysel.<\/p>\n\n\n\n
Experiment s v\u00fdhrami v lot\u00e9rii nie je nov\u00fd. No vypl\u00fdva z neho nie\u010do, \u010do si dodnes \u013eudsky prizn\u00e1vame iba neradi. \u017de n\u00e1\u0161 \u017eivot proste nie je line\u00e1rny, nejdeme od bodu A k bodu B, \u017ee ako \u013eudia ne\u017eijeme efekt\u00edvne. Na\u0161a spolo\u010dnos\u0165 nesmeruje apriori k lep\u0161\u00edm a uvedomelej\u0161\u00edm zajtraj\u0161kom, ani k tomu, aby sme mali nie\u010doho viac. Jedin\u00e9, \u010do plynie \u010falej, je \u010das. (A aj to je z h\u013eadiska astrofyziky blbos\u0165.)<\/p>\n\n\n\n
Napriek\ntomu sa ako \u013eudia nevzd\u00e1vame. Chceme zlep\u0161ova\u0165 svet \u2013 meni\u0165 ho k lep\u0161iemu,\nzjednodu\u0161ova\u0165 a umo\u017e\u0148ova\u0165 \u0161\u0165astnej\u0161\u00ed \u017eivot \u010fal\u0161\u00edm a \u010fal\u0161\u00edm \u013eu\u010fom. N\u00e1\u0161 svet\nm\u00f4\u017eu meni\u0165 technol\u00f3gie, m\u00f4\u017ee ho meni\u0165 poznanie, ktor\u00e9 sa k \u013eu\u010fom dost\u00e1va. No\nza ka\u017ed\u00fdch okolnost\u00ed svet men\u00edme my – \u013eudia. Nie \u010d\u00edsla ale na\u0161e, \u013eudsk\u00e9 t\u00fa\u017eby.<\/p>\n\n\n\n
Aby \u013eudia mohli meni\u0165 svet vo ve\u013ekom, vytvorili si n\u00e1stroj a hovoria mu marketing. Za\u010dali hl\u00e1sa\u0165, \u017ee viera dok\u00e1\u017ee prinies\u0165 v\u00e4\u010d\u0161\u00ed s\u00fa\u010det. \u017de viera v bud\u00facnos\u0165 n\u00e1m m\u00f4\u017ee prinies\u0165 aj 1000, len to treba sk\u00fa\u0161a\u0165 \u2013 treba tomu da\u0165 \u0161ancu. A teda veri\u0165, d\u00f4verova\u0165. Viera v inov\u00e1ciu sama o sebe je viera a t\u00fa\u017eba, ned\u00e1 sa vyjadri\u0165 \u010d\u00edslami. Je to pocit, ktor\u00fd n\u00e1s h\u00fdbe vpred, nie jeho v\u00fdsledok v pe\u0148a\u017eenke. No bohu\u017eia\u013e iba \u010d\u00edsla dokazuj\u00fa efekt\u00edvnos\u0165 a mana\u017e\u00e9ri miluj\u00fa \u010d\u00edsla. S\u00fa jednoduch\u00e9 a line\u00e1rne. A tak\nsa upli na meranie v \u010dase \u2013 meranie stavu dnes a zajtra, pred a po. Dnes\nm\u00e1m nula, zajtra budem ma\u0165 120 a pozajtra budem ma\u0165 iba 100. Zarobil som 100.\nAle akosi sa ma nikto nep\u00fdta, \u010do som na tejto ceste absolvoval.<\/p>\n\n\n\n
Od snahy porozumie\u0165 t\u00fa\u017ebam sa dnes \u010das\u0165 teoretikov marketingovej technol\u00f3gie odvracia. Nezauj\u00edma ich, ak\u00e1 je cesta \u013eud\u00ed k v\u00fdhre, a \u010di na tejto ceste nestratili vieru v zna\u010dku. Preto\u017ee \u00fadajne nepotrebujeme pochopi\u0165 probl\u00e9m a tlmo\u010di\u0165 jeho rie\u0161enie \u013eu\u010fom \u2013 vytv\u00e1ra\u0165 zna\u010dku, ktor\u00e1 n\u00e1s privedie k t\u00fa\u017ebe. Potrebujeme dosta\u0165 rie\u0161enie do mozgov \u013eud\u00ed a vytvori\u0165 \u010do najsilnej\u0161iu mozgov\u00fa kotvu, spojenie. Potreba dosta\u0165 sign\u00e1l zna\u010dky k \u010do najv\u00e4\u010d\u0161iemu po\u010dtu \u013eud\u00ed, tak prevalcovala niekdaj\u0161iu potrebu marketingu inovova\u0165 \u2013 robi\u0165 pomocou zna\u010dky \u017eivot lep\u0161\u00edm. \u00dadajne\ntoti\u017e nem\u00e1 zmysel budova\u0165 vieru, \u017ee z\u00edska\u0165 1000 je mo\u017en\u00e9. Potrebujeme \u010do najvidite\u013enej\u0161ie hovori\u0165, \u017ee zajtra\nm\u00f4\u017ee\u0161 ma\u0165 50 a to sta\u010d\u00ed. Toto je sp\u00f4sob, ako marketing uchopil neurovedu a sign\u00e1l.\nCie\u013eom je p\u00fata\u0165 pozornos\u0165 a vytv\u00e1ra\u0165 jednoduch\u00fa pam\u00e4\u0165ov\u00fa stopu \u2013 nie\nvytv\u00e1ra\u0165 zmysel a v\u00edziu toho, \u010do by mohlo by\u0165.<\/p>\n\n\n\n
Kto m\u00e1\nh\u013eada\u0165 to, \u010do je mo\u017en\u00e9? Kto m\u00e1 ma\u0165 fant\u00e1ziu a predstavivos\u0165 meni\u0165 svet?\nTechnologick\u00ed a soci\u00e1lni inov\u00e1tori, nie market\u00e9ri. A ke\u010f sa market\u00e9r na\u0161tve,\nm\u00e1 pln\u00fa legitimitu posla\u0165 svojho klienta do \u010derta so slovami: \u201enot my\ndepartment, not my business\u201c! Preto\u017ee marketing zrejme u\u017e nie je inov\u00e1cia.<\/p>\n\n\n\n
Toto je ale\nmarketing, s ktor\u00fdm sa nikdy nezmierime. Na\u0161u firmu sme zalo\u017eili preto,\nlebo sme boli unaven\u00ed \u0161tandardnou technol\u00f3giou marketingov\u00e9ho v\u00fdskumu,\nmedi\u00e1lneho pl\u00e1novania a v\u00f4bec ka\u017edodennej mechanickej pr\u00e1ce v agent\u00farach. Marketing\npre n\u00e1s jednoducho nie je technol\u00f3gia umiest\u0148ovania produktov na trh.<\/p>\n\n\n\n
Marketing je umenie mo\u017en\u00e9ho! Je s\u00e1m zdrojom toho, \u010do m\u00f4\u017ee by\u0165, nie iba p\u00fahym praktick\u00fdm n\u00e1strojom pre roz\u0161irovanie toho, \u010do u\u017e existuje. Marketing je prv\u00fd, preto\u017ee marketing je s\u00e1m o sebe inov\u00e1cia. Samozrejme, \u017eiaden market\u00e9r by si nemal dovoli\u0165 prehliada\u0165 konkuren\u010dn\u00e9 prostredie, situ\u00e1ciu na trhovej \u201esc\u00e9ne\u201c alebo sp\u00f4sob, ako \u013eudia \u017eij\u00fa a \u010do nakupuj\u00fa. Nevyhnutne sa mus\u00edme p\u00fdta\u0165 koho oslovi\u0165, kedy, kde a ako. No prv\u00e1\nvec, ktor\u00fa sa treba p\u00fdta\u0165, je, \u201e\u010cO to vlastne chceme \u013eu\u010fom preda\u0165 a ako im\nto m\u00f4\u017ee POM\u00d4C\u0164 v ich \u017eivote?\u201c H\u013ead\u00e1me v \u010dom \u013eu\u010fom prin\u00e1\u0161a\u0165 inov\u00e1ciu a\nako vyjadrova\u0165 vieru v \u0161\u0165astnej\u0161\u00ed a lep\u0161\u00ed \u017eivot. H\u013ead\u00e1me teda sp\u00f4sob,\nako v \u013eu\u010foch podnieti\u0165 vieru, \u017ee 50 dnes m\u00f4\u017ee by\u0165 1000 v bud\u00facnosti.<\/p>\n\n\n\n
My ako strat\u00e9govia stra\u0161ne silno ver\u00edme tomu, \u017ee ka\u017ed\u00fd, doslova ka\u017ed\u00fd klient, ka\u017ed\u00fd produkt a ka\u017ed\u00e1 zna\u010dka m\u00e1 potenci\u00e1l a mo\u017enos\u0165 zlep\u0161ova\u0165 \u013eu\u010fom \u017eivot. A sme tie\u017e presved\u010den\u00ed, \u017ee ten, kto m\u00e1 mo\u017enos\u0165, m\u00e1 tak trochu aj povinnos\u0165 hovori\u0165, \u017ee viera v 1000 m\u00e1 zmysel. Preto\u017ee ona naozaj m\u00e1. Aj mimo marketing a mimo zna\u010dku. Zna\u010dky \u013eu\u010fom nezlep\u0161ia \u017eivot t\u00fdm, \u017ee jednoducho existuj\u00fa, \u017ee s\u00fa a je ich vidie\u0165 \u2013 v reg\u00e1loch obchodov, v reklame, v PR, v ambas\u00e1doroch a influenceroch na sie\u0165ach, ktor\u00ed jednohlasne hovoria, \u017ee u\u017e zajtra \u013eudia vyhraj\u00fa 50. M\u00f4\u017eu ho zlep\u0161i\u0165 iba t\u00fdm, \u017ee \u013eu\u010fom uk\u00e1\u017eu, ako sa v\u010faka zna\u010dk\u00e1m zmen\u00ed svet, ktor\u00fd bude v bud\u00facnosti. \u010co s\u00fa ochotn\u00e9 spravi\u0165 a na \u010dom im z\u00e1le\u017e\u00ed. A zna\u010dky by ten svet naozaj meni\u0165 aj mali. Zna\u010dka je viera v silu my\u0161lienky, nie viera v technol\u00f3giu marketingu. A my\u0161lienke iba m\u00e1lo z\u00e1le\u017e\u00ed na tom, ak\u00e9 \u010d\u00edsla vyjd\u00fa dnes a ak\u00e9 vyjd\u00fa zajtra.<\/p>\n\n\n\n
My, The Parents, sme presved\u010den\u00ed, \u017ee sa marketing nikdy nestane s\u00faborom pravidiel a n\u00e1vodov, ktor\u00e9 prines\u00fa kone\u010dn\u00fa odpove\u010f \u201eako najlep\u0161ie pred\u00e1va\u0165 zna\u010dku\u201c. Preto\u017ee o tomto marketing nie je a ani by nemal by\u0165. Preto, ak dnes nie\u010do hovor\u00edme o \u0161tandardizovanej technol\u00f3gii v marketingu, potom je to: \u201eNot my department, not my business.\u201c<\/p>\n\n\n\n
Sme toti\u017e nenapravite\u013en\u00ed\nidealisti. Ver\u00edme tomu, \u017ee marketing je dnes najlep\u0161\u00ed sp\u00f4sob, ako d\u00e1va\u0165 veciam\nzmysel a ako robi\u0165 zajtraj\u0161\u00ed \u017eivot \u013eud\u00ed lep\u0161\u00edm. Preto\u017ee predaj je iba\nved\u013eaj\u0161\u00ed, sprievodn\u00fd efekt omnoho v\u00e4\u010d\u0161ieho z\u00e1meru \u2013 samotnej existencie a soci\u00e1lnej\nzmeny v \u013eudskej spolo\u010dnosti. <\/p>\n\n\n\n
Marketing nie je n\u00e1vod. Marketing s\u00e1m je kult\u00farna zmena, m\u00e1 \u013eu\u010fom d\u00e1va\u0165 v\u00fdznam a prin\u00e1\u0161a\u0165 rados\u0165. Marketing je viera v 1000.<\/em><\/p>","protected":false},"excerpt":{"rendered":" Ke\u010f v lot\u00e9rii vyhr\u00e1m dvakr\u00e1t po sebe 50, m\u00e1m vo vrecku 100 a z\u00e1rove\u0148 vieru, \u017ee raz mo\u017eno vyhr\u00e1m 1000. T\u00e1 viera ma h\u00fdbe vpred. No ke\u010f najprv vyhr\u00e1m 120 a potom strat\u00edm 20, v\u00fdsledok je in\u00fd. Vo vrecku m\u00e1m rovnako 100, ale nem\u00e1m viac rados\u0165 z v\u00fdhier a… Read more<\/a><\/p>","protected":false},"author":2,"featured_media":2891,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"editor_plus_copied_stylings":"{}","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[56],"tags":[70,76,21,74,75,73,46],"class_list":["post-1249","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-inovacia","tag-kulturna-inovacia","tag-marketing","tag-neuroveda","tag-taktika-a-strategia","tag-viera-v-1000","tag-vyznam"],"aioseo_notices":[],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/www.ideology.sk\/wp-content\/uploads\/2021\/03\/012.jpg","_links":{"self":[{"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/posts\/1249","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/comments?post=1249"}],"version-history":[{"count":0,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/posts\/1249\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/media\/2891"}],"wp:attachment":[{"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/media?parent=1249"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/categories?post=1249"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ideology.sk\/en\/wp-json\/wp\/v2\/tags?post=1249"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}