新的一年,新的十年,新的希望!
2019年终于结束了,这一年对大家来说都非常艰难,我们都庆幸它结束了。尽管未来看起来不确定,道路似乎艰难,但大家对事情终归好转都抱有希望。
可惜,我们不能仅仅依靠运气就指望事情会变好。我知道有时候会有帮助,比如美国突然取消反倾销案,一切恢复正常,又或者所有陶瓷原料和墨水的价格降低25%,这都是降低成本的机会。但这些事情根本不会发生。另一些肯定有所帮助的事情,例如亚洲某些国家的经济变得更好,对瓷砖产品有更多的需求,特别是那些缺乏良好的陶瓷工业基础设施的国家。
换句话说,如果我们把运气排除在外,专注于自己把事情变得更好,情况会好得多。我们总是谈论很多创新、创造力、工作环境、执行速度等等,但我相信还有更多东西,让公司变得与众不同。
公司们通常利用他们实在的优势,比如上面提到的那些,或者其他方面例如更高的薪水、更好的福利、更多的增长与销售机会、更开放的创造环境等等。但即使有了所有这些,往往还是不够的。
那么成功的公司会做些什么来造就有利条件并吸引经销商、客户,甚至包括最高管理层和高管在内的员工呢?
我相信它有着一个非常强大的使命,关于公司更高的目标以及真正激励人们的价值观,让您有机会在其中成为更大的一部分,而不仅仅是利润和销售,并为在公司处于任何职位或有任何目标的人,不论是公司员工还是经销商,都以一个共同的愿景凝聚在一起。
当你接受了这个崇高的使命,必须是真实而不是伪装的。你应该百分之百地致力于这份事业。任何其他方法都是不可持续、不值得投入的,老实说也不会起到什么作用。
真正的品牌需要时间来打造,不可能一蹴而就。在成功之前,它们还需要时间去被感受。这些公司真正地忠诚于它们的价值观和核心价值观。
苹果公司就是一个完美的例子。当他们为“不同凡想”活动制定商业和营销计划时,我相信这家公司不仅对员工和客户,还对全世界带来了巨大的冲击。在广告最后是这么说的:“那些相信自己能改变世界的人最终改变了世界”。众所周知,苹果公司发明的“iPhone”改变了世界。
我知道我们公司不会改变陶瓷行业,但我们完全致力于为行业更好的发展和提升做出贡献,做一些有意义和有影响的事情,让行业提升到更高水平。可能用我们的产品、我们的展厅、我们的安装、我们的营销或创新,也许是这些其中的一小点,希望可以为行业树立榜样。
新年快乐,我向大家致以最诚挚的祝愿!
New Year, New decade, New Hope!
2019 is finally over, a very difficult year in fact for everyone, we are all glad it is over. And even though the future looks uncertain and the road seems difficult there is a sense of hope that things will get eventually better.
Unfortunately, we just can’t depend on pure luck, and on things getting better. I know that sometimes it helps, like if the USA suddenly cancels the anti-dumping case and things go back to normal, or if all ceramic raw materials and inks go down 25% in price giving is the opportunity to lower or costs. These things simply are not going to happen. Other things could certainly help like if certain countries in Asia get their economies getting better and demand more ceramic tile products, especially the ones that do not have a good ceramic industry infrastructure.
In other words, it will be much better if we leave luck out of the equation and concentrate on making things better ourselves. We always talk too much about innovating, creativity, work environment, speed of execution and so on but I believe there is much more than that and other things that make companies very different than others.
Companies usually try to appeal to their tangible advantages like the ones mentioned above or other things like better salaries, better benefits, more opportunities of growth, of sales, more openness to create and so on. But even with all these things often simply isn’t enough.
So, what do successful companies do to tilt the odds in their favor and become attractive to distributors, customers and even employees including top management or executives?
I believe it is having a very powerful mission that talks about the higher purpose of the company along with true motivating values that offers you the chance of becoming part of something bigger than just profit and sales and shows you that the people involved with the company in any position or purpose, corporate employees or distributors are a community joined by a common purpose.
When you adopt this high mission and the reason why must be real, there is no faking it. You should be absolutely 100% committed to a cause. Any other approach is unsustainable, not worth the investment and honestly it simply won’t work anyway.
Genuine brands take time to build, they can’t be made overnight. They also need time to be felt before they have reach. These companies are also true and loyal to their values, their core values.
Apple company is a perfect example of this. When they created the commercial and marketing plan for the campaign “Think Different” I believe the company made a huge impact with not only their employees and customers but all over the world. And this is what the commercial said at the end: “The people that are crazy enough that think they can change the world are the ones who do”. Apple is well known as a company that has changed the world with the invention of the “iPhone”.
We as a company I know, are not going to change the ceramic industry, but we are fully committed in making our contribution to make it better, upgrade it and making something meaningful and of impact to lift it to a higher level. It may be with our products, our showrooms, our installations, our marketing or innovation or maybe a little of all these, and hopefully set an example for the industry.
Happy New Western Year, my very honest best wishes to you all!
Humberto Valles
ICC General Manager
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