A Brave new world

Engineers use to be perfect... Use to follow the perfect sciences to get the perfect results... More than this, they try to control everything... So how does it works in our brave new world? We have so much info, so much info... But what we gonna do with all that info? Anyway. Big Data is a wonderfull thing.. Companies like banks always had big data, they know even how much time you spent in front of an Ad published in a cash machine, and if it was effective or not. So what if you should know more than this? If you should know even if the person who saw you ad liked it so much that talked to their friends about it? What if you could track the buzz marketing? Well, thanks to Mr. Zuckerberg, now you can. We are on a transition... Like a child in a toystore... with a lot of money. We now have so much, so much info, that we even know how to use it. But that is a wonderful brave new world, that will bring a new life for all the humankind... new heroes... New dreams.

The diference between consulting and industry/service companies.

In a consulting company you sell help. You will not do the thing, but will teach, help the company to do a new, dificult or complex job.

So, at each project you need to do it, solve it, and teach your client how to do it.To teach, yu need to understand. And every project is a new project.

In that way, what I´m trying to explain is that on a consulting company you can´t do anything just because it has been done before, or because that´s the way this company does. You need to really understand why you are doing everything you do, as you will need to teach it so somebody, and to sell your ideas to somebody in a way that he/she change the way he has always done his/her job, to do it on "your way".

But unfortunately, on a industry/ services company, you can build a carrer just repeating the things other people have made in the past.

So, what´s the problem?

Well, when your company is in real trouble, or when the external scenario changes... nobody knows what to do... they only know how to repeat the things that always worked... but don´t give results now.

To be continued...

Engineering and Marketing

What does engineering means? I think engineering means to build something, to solve some problem. Or to make some dream become true. Engineers built the most beautifull churchs, castles, bridges. They understood the water to build fonts, the wind to build ballons and airplans, the fire to built engines.Control, I think that that is the way of the engineer. To understand something, and built the link between the wish and the understood thing.The ship understood the water, and use it to stood up and to move. The airplanes understood the air, and use it to fly. The power engines understood the fire, and convert it´s power to the move whaever it want. The understanding in that way means to convert the fenomenon with wich you want to interact in a language that give you the possibility of to have that control translating the fire, the air, the water into numbers, you simplify then, but get the hability to preview the most significant things of it´s reactions. In marketing, the study of the market, we need to do the same thing. To understand the market, understand it´s desires and attend it. To convert the ocean water in numbers we observe it. Observe it´s waves, it´s density, and convert it in numbers. In the same way, tu understand the market we observe it thru research and historical analysis.Seen the market thru the numbers, we can take decisions. Those decisions would be as correct as the data we use to suport then, or in other words, we take the better way if we can see better the ground thru wich we are walking.( When you travel, you use a map...) As the engineers know, the waves are continous and have uncertain forms... and that all, absolutly all of our studies and previsions are made of aproximations. In the same way, all the market studies are made of aproximations. We first use the most analitical data (the easyest to convert to matematical language), and after it start to make aproximations to convert other things in analitical things.In other ways, we first use the results of quantitative analysis, as the are easyer to help in decision making, and have more impact. So we use qualitative research. The first part, I think I learned with my engineering course. The second, the most complex convertions from human, emotional variables in things that help us to take decisions, for this I´ms sutuding advertising and mixing it with engineering. By the way, I´m not changing my way. I´m a Engineering.I work solving problems in strategy and management. Management mean Marketing and Process Study. And communication is just something that inpact all my activities, and ´cause of it I want to understand better.

Background - Brazilian Mercantile Exchange - Information Technology: The Machines Language

If you want to sell something, first you need to tell your client that that thing exists.



So, what´s the language that your client talks?



Does your client talk with internet?



Does him talk with Computer Games?



Does him talk with machines?



Machines?



Well, when your client goes to a bank, he talks with a person, or with a machine?



And if he talks with a person, doesthat person talks with a computer to answer his doubts?



Thinking about those questions, we discover that we all talk with computers.



So, to sell something, we need to talk with our clients thru those computers.



I learned about the machine language at my first job, at BM&F. I was a intern, working in system administration.



So, there I started to learn the Windows language, the internet language, something about database, programing language...



All those borring things, borring but so much usefull.



If you wanna talk with people thru computers, you need to understand the computers.



If you understand they, you know about they capacity, they possibilities, and they limits. If you know these things, you can use all it´s potential.

And more, you can make more efective marketing projects, as you don´t will loose time in the vicious circle of fights with the IT people:
You make the project, the told you the can not do it, you both fight, then you change your project...

Well, to talk you need to know how to talk. If you wanna talk using Televison, you need to know the television language.. if you wanna talk using magazines, you need to know about magazines language, about colors, about photoshop, about each detail....

So if you wanna talk using computers.... learn how they talk :)

Background

Well, I will start this telling something about my history, my past experiences.