{"id":32598,"date":"2021-07-28T22:48:04","date_gmt":"2021-07-28T22:48:04","guid":{"rendered":"https:\/\/kyvo.global\/br\/?p=32598"},"modified":"2021-07-29T18:45:15","modified_gmt":"2021-07-29T18:45:15","slug":"o-fim-da-gambiarra-tecnologica","status":"publish","type":"post","link":"https:\/\/kyvo.global\/br\/insights\/o-fim-da-gambiarra-tecnologica","title":{"rendered":"O fim da gambiarra tecnol\u00f3gica"},"content":{"rendered":"<p><strong>N\u00e3o \u00e9 mais uma escolha a ser feita, nem mesmo \u00e9 o caso de esperar a fila do planejamento de a\u00e7\u00f5es em TI andar; a transforma\u00e7\u00e3o digital est\u00e1 acontecendo agora, em ritmo acelerado.<\/strong> Nesse contexto de pandemia, em que nos foi imposto o isolamento social em nossas casas, n\u00e3o \u00e9 mais poss\u00edvel fugir da digitaliza\u00e7\u00e3o. As quarentenas nos fizeram renunciar a diversos planos e tamb\u00e9m a comportamentos corriqueiros de uma rotina de deslocamentos e de intenso contato f\u00edsico.<\/p>\n<p>De repente, de um dia para o outro, entendemos que o acesso ao mundo estaria mais condicionado e vi\u00e1vel atrav\u00e9s do meio digital. As revolu\u00e7\u00f5es, tanto de mercado de trabalho e mercado consumidor, j\u00e1 est\u00e3o em curso h\u00e1 tr\u00eas meses e muitas empresas tiveram de olhar para seus modelos de neg\u00f3cio para que, de forma \u00e1gil, pudessem de fato conduzir o processo de adequa\u00e7\u00f5es de servi\u00e7os, produtos e principalmente, na cultura organizacional.<\/p>\n<blockquote><p><strong>F<\/strong><strong>icou muito clara a ideia de que empresas ter\u00e3o que abandonar a &#8220;gambiarra digital&#8221;. Ou \u00e9 digital mesmo ou n\u00e3o \u00e9.<\/strong> Plataformas digitais competentes, mesmo que pequenas, ir\u00e3o sobreviver. De acordo com uma <a href=\"https:\/\/valor.globo.com\/brasil\/noticia\/2020\/04\/23\/crise-acelera-a-digitalizacao-e-faz-consumidor-mudar-habitos.ghtml\">pesquisa do Instituto Locomotiva, divulgada em mat\u00e9ria do Valor Econ\u00f4mico<\/a>, a transforma\u00e7\u00e3o digital foi acelerada com a crise do Covid-19; que acarretou uma grande mudan\u00e7a de comportamento do consumidor. Os resultados mostram maior ades\u00e3o aos aplicativos, mais compara\u00e7\u00e3o de pre\u00e7os e controle de gastos. <strong>A compra pela internet via aplicativos cresceu mais de 30%, puxada pelo ingresso da popula\u00e7\u00e3o com mais de 60 anos e das classes C, D e E no consumo online.<\/strong><\/p><\/blockquote>\n<p>Um dos mercados que mais sofreu impacto \u00e9 sem d\u00favida o varejo. No passado o segmento j\u00e1 havia acatado a necessidade das lojas f\u00edsicas serem redesenhadas como espa\u00e7os de experimenta\u00e7\u00e3o da marca, pontos de coleta de informa\u00e7\u00e3o e intera\u00e7\u00e3o pontual com o consumidor para gera\u00e7\u00e3o de dados e intelig\u00eancia de mercado; mas agora o com\u00e9rcio online deixou de ser uma op\u00e7\u00e3o secund\u00e1ria de compras. As vendas migraram mais r\u00e1pido para o online do que se imaginava antes. \u00c9 a preval\u00eancia da estrat\u00e9gia \u201c<i style=\"font-size: 1.2rem\">figital<\/i>\u201d (ambiente f\u00edsico somado ao ambiente digital) que combina muito bem as fortalezas dos dois ambientes para uma melhor experi\u00eancia de consumo.<\/p>\n<p>As opera\u00e7\u00f5es e com\u00e9rcio ter\u00e3o que se adaptar rapidamente \u00e0 economia contact-free, o mercado de sa\u00fade \u00e9 um bom exemplo de r\u00e1pida adapta\u00e7\u00e3o. No varejo, quem j\u00e1 estava adaptado para vendas on-line ou log\u00edstica de entrega domiciliar sofreu menor impacto comparado a quem n\u00e3o estava nem pensando nisso. Ou seja, n\u00e3o existe setor da economia ou tamanho de neg\u00f3cio que possa dizer &#8220;eu n\u00e3o tenho necessidade de investir no digital&#8221;. No entanto, para uma empresa ser digital \u00e9 preciso mais que isso. Segundo John Rethans, VP de transforma\u00e7\u00e3o digital do Google:<\/p>\n<blockquote><p>&#8220;&#8230;\u00e9 preciso criar uma estrat\u00e9gia que permita \u00e0s empresas se conectarem com as novas demandas dos consumidores e serem verdadeiramente digitais, saindo do modelo de linhas de produ\u00e7\u00e3o e indo para o modelo de plataforma; construindo um modelo de gest\u00e3o em que os funcion\u00e1rios conversem entre si e a inova\u00e7\u00e3o possa ser uma soma do trabalho de v\u00e1rias \u00e1reas&#8221;.<\/p><\/blockquote>\n<p>Toda transforma\u00e7\u00e3o exige mudan\u00e7as. Mudan\u00e7as n\u00e3o s\u00e3o facilmente aceitas por uma estrutura acostumada em seu <i>status quo<\/i>. Portanto, \u00e9 natural que muitas companhias, ap\u00f3s serem for\u00e7adas a agir diferente em um contexto pand\u00eamico, busquem voltar ao conforto do que era antes. Assim, ser\u00e1 necess\u00e1rio esfor\u00e7o intencional para reestruturar seus modelos organizacionais e operacionais, trabalhando em aspectos de cultura, que se d\u00e1 atrav\u00e9s do aprendizado e aplica\u00e7\u00e3o sist\u00eamica de novos modelos de trabalho, mais colaborativos, transdisciplinares, aut\u00f4nomos e orientados \u00e0 an\u00e1lise de dados (quantitativos ou qualitativos), para al\u00e9m de um lab ou hub de inova\u00e7\u00e3o.<\/p>\n<p>Agora, uma vez que a tecnologia est\u00e1 sendo comoditizada e estrat\u00e9gia de marketing, vendas e finan\u00e7as s\u00e3o amplamente difundidas, a pergunta que fica \u00e9: de onde deve vir a inova\u00e7\u00e3o que vai me diferenciar no mercado? Fa\u00e7amos o seguinte exerc\u00edcio mental. Imaginemos duas empresas com as mesmas caracter\u00edsticas tecnol\u00f3gicas, mesma estrat\u00e9gia financeira, de vendas e marketing, o que dar\u00e1 vantagem competitiva de uma sobre a outra? A resposta est\u00e1 na capacidade e rapidez de entender as dimens\u00f5es do comportamento do mercado e das rela\u00e7\u00f5es humanas (an\u00e1lise de dados e pesquisa qualitativa), atrav\u00e9s de modelos de trabalhos mais \u00e1geis (service design, lean agile, ux agile) com equipes de trabalho transdisciplinares e gerar solu\u00e7\u00f5es com alto grau de satisfa\u00e7\u00e3o pelo pr\u00f3prio mercado.<\/p>\n<p><i><br \/>\n_______________________________<\/i><\/p>\n<p><i>*<strong>Hilton Menezes<\/strong> \u00e9 fundador e CEO da Kyvo, uma plataforma global de inova\u00e7\u00e3o que deseja criar um futuro mais \u00e1gil, criativo e inovador para empresas. Possui mais de 20 anos de experi\u00eancia em Tecnologia da Informa\u00e7\u00e3o e Neg\u00f3cios Digitais. Trabalha a inova\u00e7\u00e3o desde a cultura organizacional at\u00e9 a tecnologia, executando programas de Transforma\u00e7\u00e3o Digital, Intraempreendedorismo e Inova\u00e7\u00e3o Aberta em parceria com centros de inova\u00e7\u00e3o do Vale do Sil\u00edcio, Israel, Londres, Espanha e Portugal.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>N\u00e3o \u00e9 mais uma escolha a ser feita, nem mesmo \u00e9 o caso de esperar a fila do planejamento de a\u00e7\u00f5es em TI andar; a transforma\u00e7\u00e3o digital est\u00e1 acontecendo agora, em ritmo acelerado. Nesse contexto de pandemia, em que nos foi imposto o isolamento social em nossas casas, n\u00e3o \u00e9 mais poss\u00edvel fugir da digitaliza\u00e7\u00e3o. [&hellip;]<\/p>\n","protected":false},"author":23,"featured_media":32630,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[111],"tags":[144,216,25,212,215],"class_list":["post-32598","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","tag-design","tag-digital","tag-inovacao","tag-tecnologia","tag-transformacao","cat-111-id"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>O fim da gambiarra tecnol\u00f3gica - Kyvo Design-Driven Innovation Brasil<\/title>\n<meta name=\"description\" content=\"Ficou muito clara a ideia de que empresas ter\u00e3o que abandonar a &quot;gambiarra digital&quot;. 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