経営コンサル日誌

NISHIコンサル日誌のバックナンバーブログです。

日記

使える価値観、哲学を作れ!

投稿日:

こんにちは。NISHIです。

コンサルをしていますと、
複数の会社に出入りするように
なります。

すると、違いがわかってきます。

特にくっきりと見えてくる違いは、
「その企業による癖」です。

人によってはそれを、
「企業文化」や「風土」のように、
目には見えないが
確実に感じる空気感のような
意味合いの言葉を使う場合もあれば、

「企業体質」というように、
身体になぞらえた言葉を使う場合もある。

いずれにせよ、
企業によってそれぞれの「癖」が
ありますし、
それはご想像しやすいかと思います。

で、その
「癖」の中でも明確に出やすいのは、
「打ち手の出方やその精度」の部分。

例えば業績アップにおける
打ち手ひとつとっても

==
アイデアがバンバン出てきて、
ズバズバ当たる会社
==

もあれば、

==
アイデアなんて
全くといっていいほど出ない会社
==

もあれば、

==
アイデアは出るものの、
ことごとく
どこかが「ズレて」いる会社
==

もあります。

2番目のパターンの会社も
もちろん悲惨ですが、
3番目もかなりキツイですよね。
これって、言い換えますと
「やることなすことが裏目」
なわけですから。

では、

「アイデアがバンバン出て
ことごとく当たる会社」と、
「アイデアすら出ない会社」と、
「やることなすことが裏目な会社」

の違いって、
一体どこにあるのでしょうか?

私は
その違いを生み出すものの1つに
コンセプトが明確にあるか否か
——————————————

が間違いなくあると思っており、
それを言い換えますと、

==
その事業を通じて
何を提供するのか?

その中心的価値観となる
【言葉の定義】が明確であること
==

だと思っています。


この記事を読んでみてください。
参考事例としては面白いかと思います。

http://grass-ex.jp/Lo30/13621

まだ日本には上陸していませんが、
試みとしては面白いですし、
ただの思い付きでの面白さとは
一線を画していますよね。

オール面陳列、
プライスではなくレビュー表示
キャッシュレス決済
キュレーション方法…

どれも
「Amazonならではの根拠」が
あっての取り組みなわけですから。

特に最後の
キュレーション方法が面白いですよね。

==
・面白い、面白くないに関わらず
「1万件以上カスタマーレビューが付いた本」

・読み始めてから3日以内に読了した本
 =読み始めたらページめくりが
止まらないほど面白い本
==

こんな切り方、
まぁAmazonにしかできませんよね。
すごく面白い。

で、こういったアイデアが、
もっと言いますと、
【的確なアイデアが出る理由】は
最後のこの一文に集約されています。

==

「私たちはモノを売って
儲けるのではなく、
お客様の購買決定を助けることで
儲けているのです」

==

アマゾン創業者でCEO、
ジェフ・ベゾス氏の言葉ですが、
これぞまさにコンセプトであり、
中心的価値観です。
哲学と言ってもいいでしょう。

中心的価値観、哲学のない会社だと、
こんなアイデアは出てこないのです。

なぜなら、
それは「打ち手を考える基準」に
なるからです。

これまで何百社とみていますが、
お題目だけの
コンセプト、理念、社是社訓を
掲げる会社が大半なのが実情です。

これでは使えない。
つまり、意味がないのです。

もし、クライアントに
中心的価値観や哲学がないのであれば、
コンサルとして
目先の業績アップをサポートしつつ、
この価値観や哲学の明確化にタッチし、
【使えるモノ】に磨き上げていく
ことが必要になってきます。

順番はこの順番なのです。

では。

NISHI

-日記

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