Ukukhangisa Kushukumisela Ukuthi Kuphazamiseke Futhi Kubuhlungu
Ukukhangisa akunjalo neze isayensi. Ungaba nayo yonke idatha emhlabeni ongayisebenzisa, futhi usebenzise ezinye izingqondo ezigqamile embonini, kodwa awukwazi nje ukubikezela ukuthi umkhankaso uzokwenzani kahle. Esikhathini esiningi, ama-ejensi abeka umsebenzi phambi kwamaqembu okugxila, futhi azoshintsha lezi mkhankaso ngokufanele. Ngisho noma kunjalo, umsebenzi uzovame ukwenze okwamanje, kodwa awuvame ukuwuchitha epakini. Futhi ngezinye izikhathi, kuba yinto ehluleka kakhulu ephazamisayo futhi ishisa ngendlela ehle kakhulu.
Emashumini eminyaka, imikhankaso ethile iye yaba ikhanda namahlombe ngaphezu kwayo yonke into eyingozi ngenxa yezizathu ezithile. Kwezinye izimo ezingavamile, izikhangiso ezimbi ziye zasiza ngempela ukuthengisa; kodwa kwakungekho ukuzungeze ukucindezelwa okungalungile kanye nempendulo ehlabayo lezi ziphazamiso ezilethwe emakethe. Nakhu okuyisithupha kwezingqinamba ezinkulu zokukhangisa nokuthengisa zonke isikhathi.
1. I-DiGiorno's Pizza - #WhyIStayed
Ngezinye izikhathi i-tweet esheshayo kwi-hashtag ehamba phambili noma isihloko kungaba igolide le-brand. Thatha, isibonelo, iTweet evelele e-Oreo "Usengakudonsa Emnyameni," okwakushicilelwa phakathi no-2013 Super Bowl blackout. Kwakungekho lutho okumele lwenzeke, kodwa lungafakwa emphakathini owengeziwe kunama-dollar amamiliyoni ayizigidi ezavuleka (noma, hhayi, ngokuya ngesikhathi) kulo nyaka. Kodwa-ke, imithombo yezokuxhumana ilapha ngomzuzu owodwa futhi ihamba ngokulandelayo, futhi ngezinye izikhathi ingabonisa inkinga. Ngokufanayo, ukuphendula okuthile okusheshayo ngokwanele ukugibela umvuthwandaba, kodwa ngokucophelela ukuthola ithoni nencazelo.
Ngokudabukisayo, i-pizza kaDiGiorno igxume kwi-hashtag engu-#WhyIStayed ngaphandle kokuyiqonda nhlobo. #WhyIStayed, futhi kunjalo, umkhankaso wokwazisa ngokuhlukunyezwa kwekhaya. Izisulu zasebenzisa amathegi amabili ahlukene- #WhyIStayed, no- # WhyILeft-ukugqamisa izizathu eziningi ababoshwe ngazo esimweni esiyingozi iminyaka.
Kwabanye, kwakungenxa yokuthi bazizwa bengenanzuzo, noma besaba ukubulawa. Abanye, ukuvikela izingane. Kodwa-ke, uDiGiorno, uyayiphakamisa ngokuphelele futhi wabhala ukuthi "unayo i-pizza." Izithulu azange zisondele ekuchazeni, futhi ukulahlwa kwakushesha futhi kunesihluku. Ukwenza izinto zibe zimbi nakakhulu, umphathi womphakathi obhekene nokuziphendulela waqala ukuphendula ngokuzenzakalela kuzo zonke izinsuku ukuze axolise, esebenzisa i-akhawunti ye-pizza esemthethweni ye-DiGiorno. Kwakuyinkimbinkimbi yangempela eyayingagwemeka kalula uma imizuzwana engu-60 yocwaningo isenziwe.
2. Ukukhanya kwe-Bud - #UpForWhatever
Enye i-hashtag, enye inhlekelele yokuthengisa. Lesi sikhathi umbuzo owubucayi awuzange ugijime ku-hashtag ehamba phambili, kodwa esikhundleni salokho wadala eyakhe. Ngombono, kuwumqondo othakazelisayo; Emva kwakho konke, emva kwezinhlobo ezimbalwa abantu abambalwa abazovuma ukuthi "bayakwazi" noma yikuphi. "Futhi lo mkhankaso uqobo wenza kahle kulowo mbono, nge-ad Bow Bowl eyanikeza isiphuzo esisodwa seBud Light ngobusuku bokuphila kwakhe. Ukuhamba nge-limo no-Reggie Watts, umdwebo onguchwepheshe kaMinka Kelly, eya edilini noDon Cheadle, futhi edlala i-ping-pong no-Arnold Schwarzenegger. Amazing!
Noma kunjalo, izinto zenze ushintsho olubi lapho umkhankaso wokukhangisa uchithelwa kwamanye amacebo.
Kulesi simo, ilebuli ebhodleleni. Inkulumo ethi "ubhiya ophelele ekukhipheni 'cha' kusuka ku-silulumagama sakho ubusuku" kungenzeka ukuthi ubuhle kulabo ababona umkhankaso kumongo. Kodwa njengengqungquthela yedwa emabhodleleni ebhiya, iya endaweni yokudlwengula kanye namantombazane adakiwe angena enkingeni enkulu. UBudweiser waxolisa, futhi amabhodlela akhuthele asuswa ekusakazweni. Noma kunjalo, umonakalo usuwenzile.
3. Coca-Cola - I-coke entsha
Unyaka ngo-1985. Izimpi zeClala ziyinhloko, futhi bobabili uPepsi noCoke babesebenzela imikhankaso yokukhangisa egcwele. I-Pepsi Challenge yayibonisa abantu ukuthi empeleni bafuna ukunambitheka kukaPepsi kuCoke ekuhloleni okuyizimpumputhe, futhi lokho kwakhathaza abantu baseCoca-Cola. Eqinisweni, kwabakhathazeka kakhulu kangangokuthi banquma ukushintsha ifomu lomkhiqizo oneminyaka engu-100 ubudala, beqala i-Coke entsha emhlabeni ngo-Ephreli ka-1985.
Kodwa idatha ayiphutha. Yebo, abantu ekuqaleni babethanda ukunambitheka kwe-Pepsi ku-Coke ekuhlolweni kwe-sip. Kodwa jikelele, abantu abaningi bakhetha i-formula ye-coke encane encane uma bephuza yonke into. Isinqumo sikaCokeke sokuphakamisa ubumnandi siphumelele kabi.
Kusetshenziswe izigidi zamaRandi ekuguqulweni kabusha, emaphaketheni amasha, nasemkhankasweni wokukhangisa. Futhi kwakungelutho. Eqinisweni, kwaphazamisa isithombe senkampani, kanti uPepsi uthola inhlekelele kusukela eNhlekeleleni yeNew Coke. Ezinyangeni ezimbalwa kamuva, ngoJulayi, iCoca-Cola yamemezela ukuthi yenze iphutha elikhulu, kanti uCoke omdala wayebuya. Abanye abantu bacabanga ukuthi kwakuyisinyathelo sokuqamba abantu ukuthanda iCokeke futhi, kodwa inani lemali lichithekile, kanti nesithunzi esithombeni senkampani, akunjalo neze.
4. Starbucks - Race Together
I-CEO ye-coffee giant, u-Howard Schultz, uyisimo esibonisa ukuthi sincane kakhulu. Futhi ngaphezu kweminyaka, uye wabamba iqhaza lakhe enkampanini kwezinye izihloko ezingenakuphikisana, kuhlanganise nomshado wesilisa nomyeni. Ngakho kwakungabonakali ukujula okukhulu ukudonsa echibini lobudlelwane lobuhlanga. Konke kukhishwe isikhangiso esigcwele sekhasi eNew York Times, sinomcimbi ongenakukhunjulwa wonke isikhangiso esimnyama esinemishwana ethi "Ingabe Sizokunqoba?" Ne "RaceTogether," kanye ne-logo yenkampani ephoqelekile. "Yayiyini ukuhlela i-Starbucks?" Kwakukhona engqondweni yabo bonke ababonayo isikhangiso. Kwabonakala ngokushesha maduzane, uma uvakashele noma yikuphi i-Starbucks, ukuthi lolu chungechunge lufuna ukukhuluma namakhasimende ayo mayelana nobuhlobo bomdabu e-USA.
Ngaphambi kwezigcawu, u-Schultz wayekade esebenza nabasebenzi izinyanga eziphathelene nendaba, futhi wabakhuthaza ukuba bakhulume ngezindaba zobuhlanga namakhasimende. Iphutha elikhulu. Uma ungena ku-Starbucks, ufuna i-jolt ikhofi futhi mhlawumbe umlutha. Awufuni ukubhekana ne-barista ekubuza ukuthi uzizwa kanjani ngesenzo sokuqinisa, noma inombolo engavumelani yabase-Afrika baseMelika etilongweni. Lesi yisihloko esithinta inkinobho ukusho okungenani, futhi kungabangela ukungezwani okukhulu, ngisho nezenzo zomzimba. Ngenhlanhla, ngemva kwezinsuku eziyisithupha kuphela, uSchultz waphawula ukuthi kwenzeke iphutha futhi wadonsa umkhankaso weRace Together.
5. Ford - Edsel
Ngomhla ka-5 kuNhlangulana ka 1957, i-Ford yakhipha imoto entsha emphakathini waseMelika. Lokhu kuzoba okukhulu. Imoto eyenzelwe ukuba yipiliyoni ye-premium yeklasi eliphakathi. Imoto ngesitayela, nokuhlunga. Imoto eyenza ubuchwepheshe nesitayela. Futhi u-Ford wayeqiniseka kakhulu endalweni yakhe eyashisa ngaphezu kwamaRandi ayizigidi ezingu-250 kulo msebenzi (okungukuthi cishe u-$ 2.1 billion imali yanamuhla). Imoto yayiyiqiniso, i-Edsel engathandekayo. Kwakuyisiphepho esiphezulu se-hubris, ukulindela nokungazi. Konke kwaqala ngamaqembu okugxila, kanye namavoti angapheli, okwakhiwe ukuze athole ukuthi yini abantu baseMelika abayifunayo.
Kodwa ngokudabukisayo, ucwaningo aluzange lubekwe phansi ngokuqondene nemiklamo eyayiseziqenjini zokuqala zokukhiqiza. Khona-ke, kwakukhona "sicela bonke abantu ngaso sonke isikhathi" sengqondo, okwenza kube nezinguquko ezingu-18 ze-Edsel ezethulwa ekusungulweni. Idatha eqoqiwe nayo yayinganakiwe lapho kufika isikhathi sokuthengisa izimoto, ngezindlela zesayensi ezenziwe ngendlela ekhishwayo ngokuthanda omunye umdwebo omkhulu, "ukusetshenziselwa amaqhinga okuthengisa imoto". Futhi-ke, amamodeli okuqala aphikisana nomphakathi jikelele ayengakalungi. Babenokuvuza kwemifino, iziqu ezinamathele nama-hoods, nezinkinobho ezihlukahlukene uHulk ayengenenkinga yokuyixosha. Ukwengeza ukuhlambalaza ukulimala, inkampani yayilokhu izama ukususa izinguqulo ezahlukene ze-Edsel eminyakeni embalwa ezayo, kodwa akekho owayifuna. Imoto yayibhekwa njengemishini embi kakhulu, futhi ekupheleni kosuku iF Ford yalahlekelwa yizigidi ezingamaRandi ayizigidi ezingu-350 ($ 2.9 billion ezilungiselelwe ukukhushulwa kwamandla emali) kuhlelo lokubhujiswa.
6. Hoover - Izindiza Zamahhala
Akuvamile ukuthi umkhankaso wokumaketha usondeza kabi kangangokuthi uletha inkampani emadolweni, kodwa lokhu kukhishwa okuvamile ngo-1992 kwenza lokho nje. I-Hoover, e-UK ikakhulukazi, yigama elifanayo lokugcoba. Ngempela, abantu abaningi bathi "bakhuphuka" egumbini lokuphumula, kunokuba baguqule. Lelo hlobo lokuqashelwa igama lomkhiqizo kufana negolide. Ngakho-ke ucabanga ukuthi kungenzeka ukumelana nomkhankaso wokumaketha owawuncane ekubalweni kwezimali. Noma kunjalo, lokhu kwenzeka ngaphesheya kwezinye izibalo ze-crummy. Umqondo wawuyilokhu: UHoover wayenomqulu omkhulu we-back of stock owawufuna ukushintsha, futhi uhambe ngokushesha. Ulahla kanjani isiqephu samanzi ahlanzekile ahlanzekile? I-spark eyodwa ekhanyayo ku-Hoover nakuba indlela engcono kakhulu kungaba ukunikeza amakhasimende isivumelwano abangazange banqabe-thola amathikithi amabili okubuyisela mahhala e-USA uma uthenga okungaphezu kwama-£ 100 ($ 135) kumikhiqizo ye-Hoover.
Uma ukhahla ikhanda lakho ucabanga "lokho kuyisiphukuphuku, bangayithola kanjani lokho?" Impendulo ukuthi, behlulekile. Ukubuyekezwa kwe-inflation, kungaba okulingana nokuchitha imali engu-$ 236 nje kuphela ukuze uzuze u-$ 1,500 wezindiza. Noma, i-Hoover yayiyisisekelo sokunikeza wonke amakhasimende ngaphezulu kwe $ 1,250 mahhala. Umphakathi jikelele uhlangene ukuze uthole i-Hoovers, futhi isidingo sasingekho kakhulu kwenkampani okufanele iphathwe ngayo. Abantu abangaphezu kwezingu-222,000 bakwazile ukuthola amathikithi abo okuhamba ngezinyawo, futhi ekupheleni kokugqugquzelwa, i-Hoover yayingaphezu kwe-£ 50 million ($ 68 million) kulo lonke. Lokhu kungalinganisa nokudlula u-$ 120 million namuhla. Le nkampani ayikwazanga ukubhekana nalolu hlobo lokulahlekelwa, futhi isigaba saseBrithani seHoover sathengiswa kumkhiqizo we-Candy wase-Italy. Isifundo esifunde lapha ... mhlawumbe sisebenzise umqondo wakho wokumaketha odlulile ezimbalwa zezinkampani ze-akhawunti ngaphambi kokuya kumsebenzi. I-Hoover ayisakaze ibuyele ngokugcwele ku-debacle.