Nowadays it is common to hear in organizational management consulting circles the expression “Thing outside the box”, it is not something new, it has its origin in 1969 where it seems that there is a certain controversy in relation to its origin, there are two versions: the one by John Adair who popularized the term with the puzzle “the 9 points” and the other by Mike Vance who, according to him, used it previously in a training group for Walt Disney corporate consulting.

The concept is Croatia Phone Number List currently gaining relevance due to social and technological contingencies and mainly due to changes in the way of living. These changes are focused on people, are accelerated and made more dynamic by new technologies, especially communication technologies, causing effects that are impacting the psyche of populations, constantly altering the processes of interpretation of reality and affecting their relationships with people. the social and the world. In this new scenario, what works is ceasing to work. For this reason companies seek what they call “thinking outside the box.”

I think that first of all you have to identify what the “box” is, there are various types of organizations with different aspects, dimensions, power, assets, efficiencies, breadth, and so on. But they all have common aspects, the boxes, organizations or companies are spaces for the circulation of certain types of thoughts that operate and work in order to achieve the highest possible profit or profit through the provision of capital flows and means (workers, machinery , logistics, etc.), forming a composition or mix of products or services, prices, “place”, communication and digital competences that are intended to meet the needs and desires of consumers (encompassing the underlying needs and desires of the complexes of envy, vanity and self-centeredness).

The dominant environment or power (shareholders, presidents, managers, directors and others), are those that specify and determine goals, objectives, strategies, tactics that must be developed by the rest of the organization. The set of these factors and corresponding actions contribute significantly to the so-called organizational culture and the way of doing and interpreting life within the company, structuring what would be “thinking inside the box.”

It can be deduced that the Marketing and Communication department, through its technicians and creatives, are in charge of thinking outside the box, analyzing the viability and seeking the adequacy of its mix or marketing compound to the new needs, expectations, advantages and opportunities. that the market offers.

Meanwhile, companies begin to understand that it is not only a problem of market adaptation, of having new ideas and creativity, the reality is that we are going through and experiencing a new revolution, leaving industrial society, passing from a predictable, slow, controllable stage , comfortable, institutionalized, from solid values, tangible and relatively simple to a more complex, unstable, out of control, fast, intangible and liquid values. The “boxes” perceive that they are stuck to principles, dogmas and practically universal contents established by the industrial revolution that no longer fit in this new, fully connected network society, where the individual gains power, notoriety and in some way we all become social media, interactive and capable of promoting ideas, criticism and influence. It is no longer about conserving, but rather about adapting or evolving in order to stay competitive. The emerging factors of this new reality must be identified. It is necessary to have the capacity for abstraction to crystallize the other way of doing things, to understand problems from an original point of view, to find something different, hidden opportunities that the walls of the box do not let you see.

More than thinking outside the box is imagining a new type of “packaging”, it is necessary to understand the current complexity in a holistic way, to have free thought from the pre-established, to be daring, to have conviction and determination to face changes.

“If I had asked my clients what they needed, they would have told me a faster horse” Henry Ford.

Henry Ford was an example of innovation and “thinking outside the box”, his global vision was the key to success, he did not invent anything new, he knew how to apply and adapt existing technology and theories such as Taylor’s implementing chain production and specialization, thus he was able to reduce the costs of his automobiles (the Ford model T). He was a pioneer of the welfare state, he sought to improve the standard of living of his workers and reduce their turnover, he understood that to be more efficient, he should hire and keep the best workers, he reduced the working day from 9 to 8 hours at a time.

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