PT 
2020 has been testing everyone's resilience. Filled with uncertainties and inconvenient surprises, such as COVID-19, oil volatility, the political and economic crisis, the year is not for the faint of heart. With all this in mind, many businesses have seen their cash flow affected and are faced with two alternatives: postpone planned investments or risk innovating.
The natural human tendency is to run away from risk and look for seemingly safer solutions, those "inside the box". However, if we tried to describe 2020 in a single term, "inside the box" probably wouldn't cross our minds. Staying in status quo in a year with the pace of a decade is not to prepare for post-pandemic business.
So there is no longer the luxury of doing nothing. Consumer behavior has changed dramatically. The home has become the number one concern, health and well-being are now present in all 2020 businesses and the practicality of the remote, whether at work, eating out or at leisure, has become a necessity and a major driving force for digitalization.
The digital transformation and your convenience
As a result of these changes, one of the most fashionable, mentioned above, is the digitalization of business. One successful case of digital transformation was Lar Cooperative. Its line of supermarkets is a major retail reference in western Paraná, an important meeting point and shopping experience for the local culture. Even though it was already established in the market, it decided to go further, moving into the digital world with the "Home At Home, an online shopping platform, launched at the end of March. By taking the risk of doing things differently and breaking out of inertia, he was able not only to protect himself against the effects of the crisis, but also to increase the company's turnover (by more than 100% compared to 2014) and see almost immediate growth.
There are also other cases such as Zé Delivery, a beverage app startup, part of the innovation nucleus at AB Inbev. The 2019 project was already concerned with offering digital, agile and practical solutions to its customers, with the aim of expanding nationally. Its innovative stance has given it a strategic advantage and greater resources to deal with the current moment, growing 38% in March 2020, compared to the same period last year.
Since the modern consumer is one who is in a hurry, has no time and is looking for agile, safe and convenient solutions, digitalization is essential. However, there are those who go further and offer unconventional solutions to old problems, such as I signed, which is a platform for signing and managing digital contracts. Its product manages to reduce bureaucracy, maximize time and reduce costs.
The future of business goes beyond digital
The businesses of the future, however, are not just based on digitalization, remote options and offering good products. Even brands that have taken the lead, such as Lar, Zé Delivery and Assinei, mentioned above, understand that consumers no longer buy only for the functional benefits, but are also interested in creating deeper connections with their favorite brands. As such, they want to express their personalities and values through what they buy.
Therefore, strong brands manage to break through the barrier of the product's physical attributes and turn customers into fans. The advantage of this is that fans are much more loyal, have a greater aversion to trying competitors and accept higher prices, as well as spreading the word to more people, generating more customers.
Thus, in times of uncertainty, investing in branding becomes essential to remain competitive and ensure that your consumers don't abandon ship. The brand must go further and present a human positioning, interested in promoting social and economic well-being around it and always ring true.
This can be seen at Magalu, which has positioned itself firmly and clearly during this pandemic, creating various campaigns, from donations, committing to keeping employees ("Don't fire them!" movement), to increasing benefits, among many others. Her position led her to be the best rated brand during the crisisaccording to research by ESPM Rio.
The next step for businesses of the future
In short, the businesses of the future will be those that learn to deal with difficult times and have the courage to step out of common sense. They will always seek to modernize and create authentic brands with personality that connect people on a more human and profound level. The risk, after all, is wanting to play it safe, doing things the way they were before, ignoring the fact that the world is no longer the same. To move forward, innovation is the only way.
Cover image source: @unitednations - Unsplash
From ego to empathy
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
The distinction is important because letting go of your ego can be a nuanced practice in empathy. It's not just advice for arrogant jerks, it's essential for anyone working professionally. As a designer, my thoughts, tastes and keystrokes obviously are part of the equation, but it took some time to figure out that I could not create work in a silo as a reflection of my "aesthetic."
To some of you this might sound like a bummer, but when you take on a client's challenges and their point of view, you will have to think differently. You will find new approaches and you will grow. But more on that later.
"As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me."
Ernst Neufert in "The art of architectural design".
OK, but what does this have to do with my brand?
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
From ego to empathy
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
The distinction is important because letting go of your ego can be a nuanced practice in empathy. It's not just advice for arrogant jerks, it's essential for anyone working professionally. As a designer, my thoughts, tastes and keystrokes obviously are part of the equation, but it took some time to figure out that I could not create work in a silo as a reflection of my "aesthetic."
Famous last words
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
Hope this answers some of your questions, Dmitro.
- Author's name