We have witnessed the resounding fall of companies that, under the reign of the product, have altered their compasses mired in the mirage that it is this, and not who acquires it, that determines, not only the existence of the market, but also the value of the product. same. On the other hand, we have seen the birth of new businesses that, under the protection of technology, bring solutions that were unthinkable a decade ago.
Today more than ever it is easier to get to the lists of the “500 Companies”; What has changed in a very relevant way is the ability to stay on that list. A kind of spontaneous growth capacity at acceleration levels never seen before, but with a volatility similar to that of ether.
Indeed, given the level of development of solutions that seem from another world, companies appear beyond what was imagined, with a capacity to process data and create solutions through it that not only exceeds human capacity, but also it also tries to replace it in all its dimensions. The obsession of the human being to replace and improve himself.
In the same way, we see every day how this technology is replicated at a much higher speed and at the same time improved. It becomes, in a very short time, a genre – commodity in English – that competes to specialize more and more, to win the war on the ability to be equaled by competitors who no longer invest in innovation but in reaching the market faster and cheap. It seems to be an infinite but sterile evolutionary cycle, reminiscent of the continuous improvement models of the last century.
This maelstrom can be worrying, especially when it comes to the replacement of human capacity, but at the same time paradoxically hopeful.
As technology ceases to be the differentiating element, it will be the market that determines the winners and losers, in other words, it is the same human being – the person-client – who will determine that differentiated value that will be delivered not by technology but by human beings: the person-employee.