Episode Transcript
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Another illustrious person has arrived, another great one with whom we must speak.
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Eduardo Cerezuela is deigning to focus here in the Radio booth
Top Boys World on LinkedIn, expert in business strategy and management
business. Welcome Eduardo Cerezuela.
How are you?
Good morning.
It's nice to be with you again.
As always, thanks, Sara.
Thanks, David.
Greetings.
Thank you very much to your audience.
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He had some trouble coming here today.
There's traffic.
Yes, I don't know what happened.
School is back.
Of course, you're right.
He was a traffic jam or something, but hey, you have to take that into account, right?
Because it looks fair.
I don't know, there is traffic at six thirty in the morning.
Imagine, right now, it's already the city.
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Yes, you're right.
You're right.
Impossible.
Well, look, I wanted to talk to you there today.
More than a case, I wanted to share a reflection and play a game with you.
Ah, good, very good.
Yes.
Yes.
Very good.
I'm terrible, but yes.
No, no, no, no.
We're talking about games.
Today, we are talking about games.
It's not about winning or losing, but the idea is that the audience understands the message.
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that I am going to transmit.
It would help me a lot if you could help me.
Of course, in whatever you want.
There you go.
Look, so today I'd like to talk about strategy.
OK.
Strategy is something that entrepreneurs in medium-sized or small companies consider.
only for large companies.
Today, I will show with this example that it's not like that, and it's also for small businesses.
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and medium-sized companies.
I want to try out an example with you.
I love that it's improvised because that's when our company is more of a party plate.
Exactly.
No, no, no.
I'll tell you how the game goes.
OK.
A few years ago, in the 80s, this great professor from Harvard University
named Michael Porter.
He spoke for the first time, and he said, already at that time, of many cases that he studied with his
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students, thousands of cases, that what we needed to be able to sell today was to differentiate ourselves.
We're talking about 40 years ago.
But what happens is that for X factors, these things only happen somewhere in the
world and not in Latin America as they should happen.
So now, after 30 or 40 years, imagine what it is
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difficult to differentiate oneself today.
Because if, at that time, it was already about standing out, well, I'll put it in terms
that everyone understands. It's about doing things uniquely and differently than what
the rest do because if not, no one is going to buy you, or they are going to buy you, but for
price and nothing more.
Of course.
If you don't differentiate yourself and you don't have a unique characteristic in what you're doing, everyone will
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leave because it sells for less.
Do you agree?
Well, then we needed to learn to differentiate ourselves, and that we had to generate.
a unique proposition.
This applies to all businesses, not to large companies.
And that was the mistake that people assumed that this was only applicable to large companies.
So now I'm going to make a game to show what a strategy is, how to
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create a differentiation strategy with you to teach entrepreneurs that
What can they do to differentiate themselves, and what things do they have to take into account?
Because it's not just one, there are several elements.
And it occurred to me to say, well, what if we imagine that both Sara and David have
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a company that is going to manufacture clothes.
What do you think of the example?
Do you like the industry?
Good, good.
Are you comfortable?
Yeah, sure.
Can we go to cell phones?
Or cosmetics, I don't know.
But the clothes are fine.
The clothes are fine.
What's the assignment?
Sara will make women's clothing, and David will make men's clothing.
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The only assignment is that one of the two must choose one strategy and the other.
another, OK?
I'll tell you what it is.
One will have to choose high-end clothing, brand-name, trendy, ultra-designer.
Like Gucci, something like that.
And the other will have to choose uniforms for the workers or some very
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standard clothing that is used at the corporate level.
It can be the man or the woman, whatever you want, but one.
But they have to be different so that it can be an example, understand?
What do you decide to do?
What do you want to design today?
Uniforms.
Uniforms.
OK.
And I wear high-heeled shoes.
Excellent.
Thank you very much.
Thank you for your collaboration.
I appreciate it because things can be brought down to earth this way.
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people understand.
Now, we're going to put together the strategy.
I will give each of you about 3 million dollars if that's OK.
That sounds great to me.
To play with.
I'm happy with even a million.
Well, well.
But, but, you're manufacturing, be careful.
Yes, because it's not me.
You're manufacturing high-end, aren't you?
Exactly.
My clients are the Kardashian siblings.
Here it goes.
OK.
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Here it goes.
Let's put together one on how to formulate and orchestrate a strategy.
of differentiation so that you can see it's not the same thing.
Here it goes.
Where will you make money if I give you that money, David or Yati and Sara?
How are you going to generate money in your businesses?
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Through what?
Through profitability per unit or through volume?
For example, in your case, Sara.
Through volume.
100%.
Yes.
Sara, the more she sells, the more she'll earn, and she needs a lot of volume.
135
00:05:36,000 --> 00:05:3
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El límite de caracteres es 5,000. Usa las flechas para traducir más contenido.
7,000
Yes.
To earn, to generate that profit.
Agreed?
Yes, I need schools, I need companies.
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Yes.
I need.
Excellent.
And you, David, more or less, what are you going to do?
I'm going to sell unique pieces.
Unique.
Exactly.
Very expensive.
So, with one piece of yours, you're going to earn with one piece what Sara needs 20 or 30 to
sell.
By David Moreno.
Are we in agreement?
Agreed.
From.
From.
From.
From.
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From.
Could you give me a report?
OK.
There you go.
So, that goes, part of those resources, where?
Let's start by saying, well, let's see, what would you use them for to be able to ensure, um,
staying in that place.
In that place, I mean, in that place.
In that brand place, right?
Of prestige, of positioning.
What would you use the money I give you for your company for?
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How would you allocate it to what?
Buy wonderful fabrics?
It could be wonderful fabrics, hiring top tailors, exactly, but not very
Good effects and then maybe a branding designed for very high-level people
Exactly then you would be more oriented to exactly looking for
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Young designers or young people with a lot of design level with a lot
knowledge to look for special garments, not garments, let's say, inclusive
environmentally friendly, not that it has any angle that could be something
something like that, not many, not that you can position it, there it is, there we have it
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a part of those three million dollars to allocate for that, let's see
room and where would you invest this to maintain the maquila machinery
excellent, brisance, exactly because it will be what you need is
Standardizing the volume requires that everything comes out the same, that everything comes out without
defect that everything comes out perfect, that everything comes out aligned, automated
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standardized, they realize how it is configured, it is how to assign the
resources to shape that strategy, what type of, what type of
training would you use in your company to be able to do that? well
industrial staff would give courses in production courses this course of
automation and automation of handling of the machinery exactly would test
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this is not role play. You would work several special shifts, and you would not have
this standardized work. This works very, very.
planned not very organized because what is needed is that it is very attached to a
certain production lines have very fixed schedules in classic line
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exactly and production delivery schedules production schedule everything
well planned well oiled so that it is fast and efficient, and not clear how
Would you organize this part of your production activity? Well, maybe I would send
the designers to Paris, for example, to see fashion shows of these here
not really here, and then, well, you would put together a strategy to design those pieces
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it would be a job it would be a more artisanal type of job exactly, except this
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canal exact less this aligned luminous less
bulky exactly realize see how you are going to get one is a
strategy, the one you are choosing is called differentiation by innovation or
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that the one you are choosing is called cost leadership because you are going to
try to make production costs cheaper so that they are
reliable, the product has always to be the same and perfectly aligned, and you
you are going to look for operational excellence, Zara, and you, David
what you are going to look for is closeness to the client, the specification, and even the
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personal information with the client is not making it custom; participating in it with the client
not in your design process, incorporating it, calling it custom, doing something
that he likes it just like he does Jacob with the
get hold of Blake Lively. If someone is famous, then, of course, go to the media, the
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goal table someone very famous that suddenly is you, you
it's not going to advertising like how would you publish how would you reach your audience
you, for example, how are you going to make your audience maybe that not with maybe if
the next million dollars would be to pay some actor actress, actor
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in this case, because men's clothing is not an important actor who is the image of the
brand and maybe also one of the things that I see them doing now
many people who do this send free pieces to people who
are very famous so that they soon appear at some point on their networks
wearing a suit or something like that that you have designed influencers and very top people
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not exactly, and you, Zara, how would you do to reach your audience that you would look for
well there, yes, I would need to get closer to the schools to the companies
of a certain level to the industry in general. Of course, they can be my
probable consumers you could this, you could this look for distributors
also, no if you could look for if depending on the material suppliers
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of clear and material and people who help you to reach that volume of products
which are distributors that you may agree with and say to me with these
distributors reached the whole country or all these sides because what you
have to look for is volume volume volume all the time and how
you would channel your advertising. You already told me this like this, not with top.
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influencers promoting views all these acts, and you can still be the
traditional media exactly, no, not exactly. You would look for this media.
massive, the internet works and even sets up your products. No, no, it is
it is advisable to sell online. The less people know it, the more
you know it the more exclusive it is something of yours on the contrary they need it now
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everyone, of course, has to be massive; everyone has to know it, and everyone has
you have to know where to look for it and where to find the idea that they are quality
but at a low cost but and fulfilled on time, so not the majority of
companies that don't, that's good, besides you investigate and you would invest too
also in research and development, and you, Sarah, would continue investing in
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machinery for automation in robots in cutting-edge technology to
improve production because it is not necessary to hire so many people
so much labor because you are going to look for automation to avoid errors
reduce waste all that benefit then this is a small example
a straightforward example of how a strategy is structured from
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differentiation is not the only thing
A strategy often needs clarification with the decisions that are the plans and tactics of the day to day.
However, a strategy is something more interesting and important. 90% of
Companies that do not fail or do not stand out because they need to have these resource allocations well structured.
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Because they do not know why they mix things up, you understand there is a little here, a little there, and there is no order.
the finances are not in the time frame that these things want to be achieved because everything
if you divided us into steps right now, I am already going into the mix. It does not stop.
but before this and that have to have been done, and if we do not have a plan, that
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determines all these times, then we will not arrive exactly then
See how interesting it is because most companies are not
at this level of clarity, they are in the middle of a mess of
things that are not done well, you understand, they invest where they should not
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invest, they publish where they should not publish
they spend this on equipment or machinery that they should not do, and they do it poorly
advertising and all that mix, and for example, I am not going to
spend my entire budget on hiring a movie star, no ... the
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resources you ran out of resources for what you have to apply
90% of companies need clarification and have all this mixed up. This seems
simple, but in practice, when I arrive, you see, it is the first thing I see
it is that all this is mixed up, but that, of course, Eduardo, you would not say that
There is also a need for more book order and a work plan; no.
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I mean, there is no plan, it is not called strategic planning, it is that
strategic planning has all these steps, and you cannot find it in writing in
companies because if it were written, you would already make the mistake of this
step, and they do not even write it down, do not notice what happens or notice, but notice
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What happens with Apple and Java, for example? Which company sells the most
cell phones in the world is not
appel no, no, but which one earns the most apu? Then there it is. You realize
exactly Apple is more related to the strategy of giving them the one to see if
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sold three items of clothing, and of course, I already have a uniform, and Sara, this one has one battle
Now, with more, this that seems so simple will become more and more
demanding, I tell you the truth, because as technology is advancing
Today, I was listening to one of the
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That is very interesting. What you are commenting on is different from how technology is advancing.
so it will be increasingly necessary to differentiate yourself because everything
the world is going to start communicating everything, a general mess is going to form, and it is going to
be increasingly difficult to differentiate yourself, so you have to understand very well these
techniques, even at the level of micro-enterprises at the level of SMEs, that is to say
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each micro-decision does not have to be millions of dollars; every 10 pesos that
you allocate to your business. You must know if it is coherent where you are allocating it because this will become more demanding. It is a learning process.
that entrepreneurs must have, yes or yes, they understand me because within
a few othersIn a few years, physical money will disappear, but that is not all
digital, so yes yes, everyone will be competing in the same thing (16:36):
information
it will be so open that then the strategies will have to be
well organized, of course, and that is what I wanted to convey to you (16:46):
great
it gives us a lot to think about; it is the sole; I already saw myself in my company; that is what
another one that happens, but this one finds in this collaboration of eduardo be
school there in Link din where he is a top boy in link din expert in the strategy of
business and business management share the networks with us because he is
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spreading this collaboration on Spotify in all the Thursday programs that
we have together with you. I am uploading them to Spotify. I am uploading
I'm uploading them to Amazon and Samsung, and I'm uploading them to many more podcasts.
Out of 15, the podcasts with something from Apple are also all.
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The most popular the program and all the chapters are there.
The previous ones are also in that program, so that many take note
Thanks, Eduardo. It is a pleasure, as always. Good. Thank you. Have a nice day. Thank you.
for inviting me again to your audience, let's take a break. Remember that the
question of the day has to do with board games. We already have some.
entertaining and interesting questions. We will be sharing them more.
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Let's go ahead and join you all. We'll be back.