Los 7 pecados capitales del emprendedor

Sinceramente creo que los emprendedores, y la creación de nuevas empresas con propuestas de valor arriesgadas, innovadoras y de calidad son la única alternativa real para conseguir el tan cacareado cambio de modelo.

Sin embargo, me da la impresión que sustantivar la palabra “emprendedor” ha hecho mucho daño. Los auténticos emprendedores, los que han levantado…

 

…las grandes, pequeñas y medianas empresas nunca se refirieron a sí mismos diciendo: “soy emprendedor”… sino más bien se consideraban luchadores que crearon empresas… dicho de otra forma, emprender es un estado, no un trabajo (a excepción de unos pocos emprendedores “en serie”, cuyo foco es precisamente la creación… pero son realmente pocos).

Al hilo de esto, el genial video sobre lo que de verdad es emprender contado por los creadores de algunas de las empresas más conocidas de nuestro país (y ojo, éstos son los que tuvieron suerte y les fue bien):

 

 

(video largo, pero es muy recomendable verlo entero)

Entonces… ¿de donde viene esta curiosa moda sobre el emprendimiento o emprendeduría? En mi opinión, de dos factores aislados y contrapuestos:

  • Los gobiernos nacionales y autonómicos se han dado cuenta que si quieren construir un futuro en el que las regiones y países no compitan en precio sino en valor deben estimular de forma importante la creación de nuevas empresas (y ya de paso, aumentar la recaudación consecuencia de un número mayor de empresas que pagan impuestos).
  • El efecto “salvaje oeste”… lo que no es, ni de lejos, la búsqueda de los últimos espacios salvajes. ¿Sabéis quienes realmente fueron los que se forraron durante la época de la fiebre del oro? Los que fabricaban palas e instrumentos para buscar oro… no (la mayoría) de personas que lo buscaban.

Creo que una de las mejores frases que describe la história de la mayoría de las startup que conozco, cortesía de Pablo Villalba, es:

“Let’s jump off the cliff, we’ll deal with gravity later”

 

Los pecados capitales del emprendedor

Todos cometemos errores, pero existen algunos que son especialmente graves para un emprendedor, dado que pueden afectar de forma importante a sus probabilidades de éxito, y que por lo tanto es importante conocer.

Como si del descenso a los infiernos de Dante se tratara, vamos a intentar encajarlos (de forma más o menos afortunada) en los 7 pecados capitales….

 

LUJURIA

  • Dedicar meses a generar atractivos planes de negocio (los famosos business plan),imaginando quiénes serán sus clientes, cómo comprarán, que tamaño tiene el mercado.. en lugar de salir a la calle, hablar con ellos, y preguntarles. Ojo, no digo que no sea importante tener un buen plan de negocio, pero no es la base. La base es encontrar el modelo de negocio, conseguir clientes y facturar.
  • Obsesionarse buscando la idea perfecta, el planteamiento que a nadie se le ha ocurrido… lo siento, pero esto es 10% inspiración y 90% transpiración. No existe la idea perfecta… y aunque exista, la clave es la ejecución y no la ideación. Debes obsesionarte con probar, prototipar, ejecutar y volver a probar… y no con planificar.
  • Empezar sin tener unos objetivos ambiciosos, claros y cuantificados. Aunque luego cambiarán, y no es necesario que sean “dar un pelotazo” (cosa que ha hecho mucho daño a las startups de éste país), si que vale la pena tomarse un tiempo en hacer ésta reflexión… todo lo demás es autoengaño.

 

 

 

PEREZA

  • Aunque no es patrimonio exclusivo de los emprendedores, es muy habitual dedicar esfuerzo y tiempo sólo a la parte que más nos gusta (programar, diseñar, o como últimamente es muy habitual, los medios sociales). No generes buzz si no tienes nada detrás…
  • De la mano de lo anterior, la procrastinación (o postergación): tu mente no para de sugerirte otras cosas que podrías hacer primero, que seguro puedes acabar a tiempo …etc. y que en la práctica son o más agradables (suelen ser las que te gustan/se te dan bien) o tienes claro cómo hacerlas, y el grado de certeza es alto.
  • Tomárselo “con calma”. En una empresa recién creada, tienen que pasa cosas “relevantes” TODAS las semanas… si no es así, es que vas muy lento.
  • No querer vender el producto hasta que esté perfecto. Si no lo vendes, no sabes cuales son sus defectos (no sólo en el propio producto, sino en el mensaje, la forma, el interlocutor, el soporte…)
  • No haber “hecho los deberes” antes de emprender. La complacencia y la fé ciega en la idea llevan habitualmente al fracaso. Un ejemplo claro es el CEO que delega sus primeras ventas en otros (fuerza comercial..etc). Creo que es absolutamente imprescindible que el CEO venda, mire a los ojos a sus clientes (o a sus trazas de Google Analytics ) hable con ellos, escuche sus dudas y quejas y entienda sus problemas… de primera mano.

 

 

 

GULA

  • Enamorarse de la idea, y pretender ejecutarla tal cual, sin escuchar al mercado. El 99% de las veces, de la idea original a la que se ejecuta no hay apenas similitudes, por lo que hay que saber pivotar desde el producto al modelo de negocio.
  • Quejarse de que no hay suficientes ayudas del estado para montar su negocio, que así no es posible emprender… seguro que sería genial que se subvencionasen más cosas, pero creo que uno de los cánceres que nos han llevado a ésta situación son lassubvenciones (per sé no son malas, pero aplicadas indiscriminadamente rompen dinámicas competitivas y hacen sostenible lo insostenible). Con que el estado no te ponga zancadillas, sobra.
  • Creer que será fácil conseguir financiación, que el dinero durará y que los gastos serán los esperados. Ahora mismo es muy difícil conseguir crédito, sea de un banco o de un inversor privado… y no lo dudes, se te acabará antes de lo esperado. Yo siempre recomiendo que dupliques los gastos y dividas los ingresos para tener una expectativa real.
  • Si consigue convencer a un inversor, o a alguna de las 3F (Friends, fools & familiy),derrochar el dinero en comprar mobiliario nuevo (para tener unas oficinas como Google, dicen), en poner anuncios en prensa o en vallas publicitarias… justamente tras la primera ronda es cuando se debe vivir en modalidad “emprendedor indigente” (exagero, claro), ya que cada euro debe estirarse para que dure lo máximo posible. Como dice Guy Kawasaki:

    Crea como un dios, manda como un rey… y trabaja como un esclavo

 

 

 

IRA

  • Desanimarse, enfadarse y echarse atrás ante un fallo, problema o error. Emprender es una escalera de pequeños fracasos de los que aprender, y sin duda sufrirás muchísimos de ellos… así que prepárate mentalmente. La resiliencia (capacidad continuada de sobreponerse a las adversidades y ser perseverante) debe ser una de las principales cualidades de un emprendedor.
  • Frustrarse fácilmente por la falta de certeza que supone su actividad, punto especialmente relevante para los emprendedores que vienen de trabajar por cuenta ajena, típicamente un entorno mucho más ordenado. En una startup, lo único constante es que no sabes nada. Por ello, y de forma similar al punto anterior, un emprendedor debe ser capaz de aceptar que la incertidumbre es parte integrante de su actividad, y aprende a tratar el caos como un compañero más de trabajo.
  • Sin duda, la falta de foco y la indecisión son el problema más habitual del emprendedor. Dada la tremenda cantidad de tareas diferentes que requiere montar una empresa, es muy facil perderse entre las no importantes. Por eso es imprescindible preguntarse ante cada tarea: ¿es crítica para llevar el proyecto a la calle?

 

 

 

ENVIDIA

  • Intentar copiar lo que funcionó a otros (creo que ahora lo llaman “benchmarking”). Es importante conocer a la competencia, tanto directa como indirecta, pero sólo para entender sus negocios, puntos fuertes y puntos débiles. Si intentas competir con sus reglas y ser mejor que ellos estás muerto.

No trates de ser mejor, esfuérzate en ser diferente.

  • Fijar el modelo de negocio en la fase de planificación (donde realmente no se tiene demasiada idea sobre si éste es el más adecuado para su proyecto) y ejecutarlotercamente sin esperar a recibir feedback… es mucho mejor dedicar la primera fase del proyecto a explorar en el mercado y con clientes reales cuál es el mejor modelo de negocio, consistente y sostenible, que saca más provecho de la proposición de valor de la empresa.

 

 

 

AVARICIA

  • No compartir información sobre el proyecto con otros emprendedores, clientes, proveedores, amigos, parientes… con todo el que quiera escucharte. De todos se aprende, lo importante es tener la mente abierta para escuchar nuevos planteamientos, ideas, críticas..etc. (hay una fina línea entre estar seguro de tu proyecto, digerir las críticas y ser un suicida…)
  • Ante un proyecto que da signos de no funcionar tras bastante tiempo, convencerse que la culpa es del mercado que todavía no lo ha sabido entender. En algunos casos excepcionales es así, y aún en éste caso, si no hay mercado, no hay dinero. Tan importante como hacer el plan de negocio al principio es el decidir bajo que conjunto de condiciones habrá que matar el proyecto…y no engañarse con la falta de rentabilidad. Lo que es normal y admisible en un momento, es síntoma de que el proyecto debe desaparecer en otro.
  • Intentan atesorar clientes, de forma similar a Gollum. El cliente debe querer estar con nosotros porque le encanta nuestro producto, porque se siente el rey… no porque es un infierno cambiar de proveedor (las famosas barreras de entrada y barreras de salida)
  • Considerar que, si les gusta a ellos, le tiene que gustar al cliente. Hay que hacer un autentico ejercicio de empatía y sentir lo que necesita el cliente, y que toda nuestra experiencia de uso le dé respuesta.

It’s not just what it looks like and feels like. Design is how it works. (Steve Jobs)

 

 

 

SOBERBIA

  • Falta de humildad… y no perderse ni un solo “sarao” (lo que supone muchas veces 4-5 saraos semanales), con el agravante de querer dar sesudos consejos a otros emprendedores “noveles”… Creo que no sólo es un error, sino es irresponsable. Eso se puede hacer una vez tienes varios casos de éxito a tu espaldas, y te puedas permitir dar consejos basados en tu experiencia, si  no es una peligrosaarrogancia  (no me malinterpretéis, creo que los eventos son buenos, necesarios y cumplen una función importante… pero no es la de llenar el tiempo del emprendedor). El tiempo del emprendedor se debe llenar de hablar con clientes y con proveedores, pelear las facturas no cobradas, negociar con los bancos, mejorar su producto… no asistiendo a “saraos”
  • Obsesionarse con la perfección. Excepto en la “salsa secreta” (mojo) de tu proyecto, es perfectamente aceptable coger la fruta más baja.  Y aún así en la proposición de valor clave, es mejor sacarlo pronto e ir aprendiendo que sacarlo tarde… y estar muerto.

Si al sacar tu producto al mercado no estás absolutamente avergonzado, es que lo has sacado demasiado tarde.

  • Considerar que no hace falta ayuda, que se puede ir sólo. Todo emprendedor debe tener cierto conocimiento (sobre todo al principio) de muchas áreas muy separadas(marketing, finanzas, tecnología…etc), pero es virtualmente imposible que alguien tenga todas esas capacidades al nivel de profundidad que se requerirá más adelante. Busca compañeros que te complementen y con los que tengas empatía, un equipo que rema en la misma dirección es la clave de una buena ejecución (lo que es muy diferente del buscar socios para evitar el miedo de la soledad, una muy mala idea)

 

 

(Para ilustrar este artículo, nada mejor que la colección de sillas de Arne Jabobsen como base para representar los los siete pecados capitales)

Ver artículo original    autor: Javier Megias

 

Tags: , , , , , , , , , , ,

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