{"id":5580,"date":"2019-09-26T01:21:44","date_gmt":"2019-09-25T23:21:44","guid":{"rendered":"https:\/\/www.mondayhappymonday.com\/las-5-claves-de-la-innovacion-en-la-era-digital\/"},"modified":"2021-07-16T12:26:11","modified_gmt":"2021-07-16T11:26:11","slug":"las-5-claves-de-la-innovacion-en-la-era-digital","status":"publish","type":"post","link":"https:\/\/mondayhappymonday.com\/en\/las-5-claves-de-la-innovacion-en-la-era-digital\/","title":{"rendered":"Las 5 claves de la innovaci\u00f3n en la era digital"},"content":{"rendered":"

\u00a150 millones de usuarios son muchos usuarios!<\/p>\n

\u00bfSaben en cu\u00e1nto tiempo los logr\u00f3 el tel\u00e9fono? Ni m\u00e1s ni menos que en 75 a\u00f1os. \u00bfSaben cu\u00e1nto tard\u00f3 Angry Birds en conseguirlos? 30 d\u00edas. El mundo va cada vez m\u00e1s r\u00e1pido y, en este contexto, nuestras preferencias y valores cambian continuamente.<\/p>\n

As\u00ed, el\u00a0coolhunting<\/strong>, por ejemplo, la metodolog\u00eda que hace predicciones sobre cambios o surgimientos referentes a cualquier \u00e1mbito, permite detectar nuevas oportunidades de negocio y amenazas.<\/p>\n

El\u00a0benchmarking\u00a0<\/strong>es otra metodologia<\/a> en el mismo sentido que la anterior. El uso del t\u00e9rmino proviene de la Inglaterra del s. XIX, cuando quienes se dedicaban a medir superficies de terreno hac\u00edan un corte en una piedra para se\u00f1alizar una determinada extensi\u00f3n. Este corte servia para assegurar el bench sobre la cual se apoyaba el instrumento de medici\u00f3n y todas las mediciones posteriores deb\u00edan estar hechas en base a dicha referencia. El concepto surgi\u00f3 a partir de los 80, cuando Xerox se interes\u00f3 por compararse con sus competidores. Hoy el benchmarking est\u00e1 m\u00e1s vigente que nunca.<\/p>\n

Estas metodolog\u00edas y otras persiguen entender qu\u00e9 es lo que est\u00e1 ocurriendo a nuestro alrededor y hacer este ejercicio es tan imprescindibles que incluso una de las personas m\u00e1s creatives de nuestro siglo, @Ferran Adri\u00e1 , titulaba as\u00ed una de sus \u00faltimas conferencias:<\/p>\n

Comprender para crear<\/h5>\n

\u00c9sta es pues la primera clave para innovar en un mundo digital. S\u00f3lo si entendemos qu\u00e9 es lo que est\u00e1 pasando a nuestro alrededor, seremos capaces de innovar.<\/p>\n

Un microondas con mil botones, una web infumable, unas se\u00f1ales de tr\u00e1fico que desorientan m\u00e1s que otra cosa, unos park\u00edmetros que necesitas ser ingeniero aeron\u00e1utico para entenderlos, un recipiente de ketchup del cual no cae el ketchup o un secador de manos que expulsa aire hacia arriba situado debajo de un dispensador de toallitas de papel son algunos ejemplos de dise\u00f1o poco centrados en el usuario.<\/p>\n

Para poder innovar<\/a> en esta era es imprescindible que los productos y servicios se basen en las necesidades e intereses reales del usuario, haciendo especial \u00e9nfasis en la usabilidad y la comprensi\u00f3n del producto o servicio. As\u00ed, la segunda clave para innovar en la era digital es<\/p>\n

Poner al usuario en el centro<\/h5>\n

Alex Tew, un chico ingl\u00e9s de 21 a\u00f1os con problemas econ\u00f3micos para pagar sus estudios decidi\u00f3, en 2006, en plena efervescencia de Internet, crear una web formada por 1 mill\u00f3n de p\u00edxeles que dividi\u00f3 en cuadr\u00edculas de 1 p\u00edxel. Se puso a vender p\u00edxeles para anuncios a 1 d\u00f3lar en bloques de 10×10, es decir, 100 p\u00edxeles para que los anuncios se pudieran ver. Sus primeros clientes fueron familiares y amigos que gracias a sus primeras aportaciones, envi\u00f3 una nota de prensa a la BBC para que hicieran difusi\u00f3n de su web. Al cabo de un mes, la web ocupana la posici\u00f3n n\u00famero 3 de visites (unas 25.000), seg\u00fan Alexa Internet, hoy propiedad de Amazon. Cuando le quedaban 1.000 p\u00edxeles por vender, decidi\u00f3 subastarlos a trav\u00e9s de eBay, obteniendo m\u00e1s de 38.000 d\u00f3lares. Finalmente, Alex obtuvo un beneficio neto de 700.000 d\u00f3lares.<\/p>\n

Alex fue capaz de tener una nueva mirada, ver las cosas distintas, como si fuera la primera vez, fue capaz de adoptar lo que denominamos un\u00a0baby mindset<\/em><\/strong>.<\/em><\/p>\n

Pero tambi\u00e9n necesitamos\u00a0desaprender\u00a0<\/strong>lo aprendido. Alvin Toffler, autor de La Tercera Ola, dice que\u00a0los analfabetos del s. XXI no ser\u00e1n aquellos que no sepan leer o escribir, sino aquellos que no sepan desaprender<\/em><\/strong>. No se trata de borrar u olvidar lo que hemos aprendido, sino de no convertirnos en esclavos de ello, como dice @Fernando de la Rosa<\/p>\n

Estamos ante la tercera clave de la innovaci\u00f3n en un mundo digital:<\/p>\n

Salir de la caja<\/h5>\n

Prototipar\u00a0<\/strong>nos permite fallar pronto para acertar r\u00e1pido, as\u00ed como trabajar en\u00a0beta<\/strong>. Tras m\u00e1s de 5 a\u00f1os, Gmail dej\u00f3 su calidad de beta para pasar a ser considerado producto terminado. \u00a1Ni m\u00e1s ni menos que 5 a\u00f1os! As\u00ed es como triunfa Google.<\/p>\n

La tecnolog\u00eda ha acelerado la manera de hacer las cosas. Trabajar en beta constantemente supone una enorme ventaja competitiva para aquellas empresas que han convertido esta filosof\u00eda en un mantra.<\/p>\n

As\u00ed, estamos ante la cuarta clave de la innovaci\u00f3n en la era digital:<\/p>\n

Probar con el usuario<\/h5>\n

Y para terminar, priorizar.\u00a0Priorizar\u00a0<\/strong>es complicado<\/a>. Cabe distinguir entre lo imprescindible, lo importante, lo bueno y aquello de lo que podemos prescindir. No hacerlo correctamente supone llegar tarde al mercado.<\/p>\n

La duraci\u00f3n del\u00a0time to market<\/em><\/strong>\u00a0es decisiva en el devenir de un producto o servicio, puesto que la rapidez y una competencia feroz provoca que ma\u00f1ana ya sea demasiado tarde.<\/p>\n

Desarrollar un producto o servicio completo con todas sus funcionalidades perfectamente dise\u00f1adas ser\u00eda sin duda una decisi\u00f3n empresarial que nos llevar\u00eda al fracaso, por lo que no nos queda otra que la operar la quinta clave:<\/h6>\n
Pivotar hasta llegar al producto m\u00ednimo viable<\/h5>\n

Pivotar hasta que podamos lanzar al mercado y nos permita seguir aprendiendo de nuestros usuarios.<\/p>\n

Hasta aqu\u00ed las 5 claves que considero imprescindibles para poder innovar en un mundo digital como el nuestro que, como veis,\u00a0tienen poco de digital y mucho de humano<\/strong><\/p>\n

\"\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

\u00a150 millones de usuarios son muchos usuarios! \u00bfSaben en cu\u00e1nto tiempo los logr\u00f3 el tel\u00e9fono? Ni m\u00e1s ni menos que en 75 a\u00f1os. \u00bfSaben cu\u00e1nto tard\u00f3 Angry Birds en conseguirlos? 30 d\u00edas. El mundo va cada vez m\u00e1s r\u00e1pido y, en este contexto, nuestras preferencias y valores cambian continuamente. As\u00ed, el\u00a0coolhunting, por ejemplo, la metodolog\u00eda […]<\/p>\n","protected":false},"author":2,"featured_media":4428,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[42],"tags":[250,251,252,253,111,254,255,256,112,257,116,258,113,259],"class_list":["post-5580","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovation","tag-beta-en","tag-cool-hunting-en","tag-creativity-en","tag-design-research-en","tag-digital-en","tag-fail-fast-en","tag-fast-mover-en","tag-human-centric-en","tag-innovation-en","tag-lean-en","tag-prototyping-en","tag-time-to-market-en","tag-transformacion-digital-en","tag-user-centric-en"],"yoast_head":"\nLas 5 claves de la innovaci\u00f3n en la era digital - 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