As an escape reading, when it is easier to let your imagination run wild and embark on fantastic stories, Jonathan Swift’s satirical account of Gulliver’s travels is highly recommended. Perhaps for a break between times of intense dedication to the usual task. Without wishing to reveal the numerous and disconcerting incidents suffered by the protagonist of the adventure, suffice it to say that the surgeon and later ship captain Lemuel Gulliver knows, because of multiple shipwrecks, distant lands and populations of beings with whom he will have to live, first a lot smaller than him, then much bigger than him.

Gulliver’s itinerary takes him to lands inhabited by people who are essentially distinguished from him only by their size. Apparently, they act out of the same cares, they enjoy similar abilities and their weaknesses are similar. That is to say, they make up a community in which, apart from the unavoidable question of the size of each one, Gulliver can feel at ease, to the extent that his freedom is not restricted by the strange ambitions of those who rule among the inhabitants. from Liliput and from Brobdingnag.

The difference in size of one and the other determines the agility and the ability to adapt to a changing environment, which is evident when young and old have to live together, initially suspicious of the largest, For it is not for nothing that they recognize the ability to impose themselves by force, but they are all quickly ready to seek stimulating and sufficiently satisfactory cooperation formulas.

The problem naturally resides in the fact that both, larger or smaller, seek to control their space, enjoy security and ultimately impose their criteria in the provision and administration of what concerns them, attending to their maximum benefit.

Gulliver’s paradox is that his size does not help him to impose himself, neither when he is bigger and more powerful than the Lilliputians, -which by their number can subject him to their pretensions- nor when he is smaller and more agile than the Brobdingnagenses, who end up domesticating him. and employing him at will, particularly for his entertainment.

Since it cannot be made as small or as large as those on whose lands it stands, Gulliver has to act with the possibilities and limitations that result from this fundamental mismatch. His body and mind are those of a human being, suitable to tread the Earth and prosper in collaboration with his fellow men and also through overcoming conflicts with them. By its own means it cannot make itself as small as the Lilliputians nor as large as the Brobdingnagenses,

‘Creative Destruction’ Changes the Shaping and Equilibrium of Markets
despite having reached the number of these for the largest global companies (2,850 million for Facebook, 2,100 million for YouTube, according to Statista). Here the British writer and the Austrian economist meet, despite separating them more than two hundred years in their passage through this world.

The simplistic vision that portrays the imaginary satire on Gulliver’s travels and the tremendous impacts on millions of lives that the massification of production brought in the last century, redeeming the majority of the population in their double status as employee and consumer. of the West, reflect a succession of revelations increasingly accelerated by the effective compression of time and distance in everyday life. 100 million for YouTube, according to Statista).

Here the British writer and the Austrian economist meet, despite separating them more than two hundred years in their passage through this world. The simplistic vision that portrays the imaginary satire on Gulliver’s travels and the tremendous impacts on millions of lives that the massification of production brought in the last century, redeeming the majority of the population in their double status as employee and consumer. of the West, reflect a succession of revelations increasingly accelerated by the effective compression of time and distance in everyday life.

100 million for YouTube, according to Statista). Here the British writer and the Austrian economist meet, despite separating them more than two hundred years in their passage through this world. The simplistic vision that portrays the imaginary satire on Gulliver’s travels and the tremendous impacts on millions of lives that the massification of production brought in the last century, redeeming the majority of the population in their double status as employee and consumer. of the West, reflect a succession of revelations increasingly accelerated by the effective compression of time and distance in everyday life.

The possibility of effectively competing in specialized markets for products and services regardless of physical location and own capabilities, thanks to the development of electronic commerce and new forms of business collaboration that have given rise to “added value chains”, that do not know the borders and favor the equalization of the contribution of its components.

incumbents and the overwhelming entry on the scene of the “emerging”, which in some markets and geographies have quickly assumed leadership positions. Although for energy and transport the new paradigm is fundamentally marked by the recently perceived climate change, which has motivated a total reconsideration of the sources and the traction system, the new economic models in both sectors have led to the appearance of smaller-scale companies than the dominant ones, depending on their production or generation methods (for example, shale or shale gas extractors, promoters of renewable energy parks) or on the new benchmark technology (for example, base electric vehicle manufacturers).

These new competitors have been more agile, innovative and from a certain scale more profitable than incumbents. In fact, as Gulliver could appreciate, the ability to alter the scale without losing skills gives an unsuspected advantage over the larger ones, weighed down by legacies that are difficult to take advantage of in the new competitive environment.

So far, in sectors that handle intangibles and are based on services, such as banking and information and communication technologies (ICT), the pioneers have come in just under a generation to far exceed in size and value to the leading entities and despite the serious questions that their business models and their market positions have provoked among competition supervisors, it is unquestionable that they have fundamentally changed the expectations of customers, with a service offering characterized by simplicity , the accessibility and, in some cases, the apparent gratuitousness.

MVNOs and ‘fintech’ act like Lilliputians, exposed to disappearance
It is worth stopping to observe the wealth and competitiveness of telecommunications and financial services that have been made possible by virtual operators (such as MásMóvil or Digi, although they have a certain infrastructure of their own) and the so-called “fintech” (such as Revolut or N26) respectively. not only leading an apparently inexhaustible process of price reductions, but also the renewal of offers to clients, with whom links are established strictly at a distance and digitally, with a substrate of accessibility, knowledge and personalization unimaginable only half a century ago.

Perhaps the most surprising thing is that those in sectors like those mentioned, exhaustively regulated and traditionally in need of abundant labor and large investments in physical assets, The new competitors start their operations from scratch, acting for a time like Lilliputians, exposed to the risk of disappearance due to their exposure to an inclement environment, especially for those who lack a minimum scale but in some cases even surpass the established leaders, who lack the ability to react and adapt to the same environment, which gives greater value to features that it lacks and which, like the experience in Spain, for example, of Telefónica with O2 or of Santander with Openbank, fail to develop in order to maintain their preeminence.

Along the way, for example, as Santiago Millán pointed out in Cinco Días on August 16, two leading telecommunications operators in Spain, Orange and Vodafone, have recognized impairments, that is, losses, of their assets in the last two years. for the amount of 6.

Thus, the small ones become big and we are witnessing a change of actors consistent with the preferences of users and consumers in the Internet age. Not so easy but equally necessary is that the big ones become small, close so that massive businesses, companies that count their users or customers by the millions are as much at the heart of people’s lives as those companies seem to be able to be. that has been known since its creation, has been accompanied in its development, checking with satisfaction how they respond to our expectations and even how they exceed and anticipate them.

It is actually about conquering affection, the emotional plane in economic relationships, based more than on utility or convenience in inherence, because as Emerson de Almeida wrote about the Brazilian Business School Fundação Dom Cabral, companies Relevant are those that, through the people who form them, have a real, perceptible impact on the lives of those who come into contact with them, forming an inseparable part of their trajectories.

Humanity is more than in the dimension in proximity and of course from the Internet, as an accessory of the cognitive and social skills of people, that proximity is based on the resource entrusted to what it contributes. Do we not feel that we have greatly increased our memory because we can access, in a logical and orderly way to practically any information on Google?

Leaving aside the unique business model on which the new essential companies are based, it is obvious that they have defined the universal relationship pattern that the Internet offers but only those who know how to make it affordable and, perhaps, addictive, manage to take advantage of it.

No machine will be able to replicate persuasion and deterrence skills
Regardless of the particular competitive advantages in each medium, a consequence of repeated and unavoidable shipwrecks -such as those of Gulliver, with unique cultural elements that must be assimilated even on the Internet by those who intend to be successful in business-, it is probably convenient to implement Practice and the improvement of two skills that no machine can replicate, no matter how much information it has, will help the desolate or enthusiastic castaways in their successive journeys in this first half of the 21st century: persuasion, to attract with intuitive and consistent arguments and transmitted in an original way to those who aspire to convert, through decisions and actions in their own favor, into more than clients, collaborators or funders and deterrence,precisely to avoid that other decisions or actions turn against oneself, in the difficult balance of wills, perennially built, lost and rediscovered in digital markets, with similar ideas and similar tools, by incumbent agents, aspiring and challenging, who have resolved in a premeditated way to compete with the largest and most powerful or with the smallest and most agile or perhaps with everyone, for everything and everywhere at the same time, despite the risk of wasting means and efforts, neglecting the opportunity costs involved any preference in any economic activity.

Aspiring and challenging, who have deliberately resolved to compete with the largest and most powerful or with the smallest and most agile or perhaps with everyone, for everything and everywhere at the same time, despite the risk of wasting means and efforts, neglecting the opportunity costs involved in any preference in any economic activity.

Aspiring and challenging, who have deliberately resolved to compete with the largest and most powerful or with the smallest and most agile or perhaps with everyone, for everything and everywhere at the same time, despite the risk of wasting means and efforts, neglecting the opportunity costs involved in any preference in any economic activity.

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