Knut Haanaes: Two reasons companies fail -- and how to avoid them
Knut Haanaes: Dois motivos pelos quais as empresas falem e como evitá-los.
Knut Haanaes believes that the secret to creating lasting, impactful companies is to find a balance between doing what you're good at and looking for new challenges to take on. Full bio
Double-click the English transcript below to play the video.
pelos quais empresas falem:
solution to quality growth
para o crescimento da qualidade
entre duas atividades:
between two activities:
para lembrar deles.
das florestas suecas
mecânicas do mundo.
mechanical calculators in the world.
the electronic calculator came along?
quando surgiu a calculadora eletrônica?
exatamente a mesma coisa.
from maximum revenue ...
da receita máxima
sobre a história da Facit
eletrônicas pequenas e baratas no Japão
electronic calculators in Japan
as suas calculadoras.
their calculators.
com uma empresa europeia de biotecnologia.
a European biotech company.
que prometiam diagnosticar, e até curar,
to diagnose, even cure,
creating something new.
na criação de algo novo.
"Somente quando acertarmos".
"When we only get it right,"
and exploitation about 15 years ago,
e explotação cerca de 15 anos atrás,
convidado na Universidade de Stanford.
scholar at Stanford University.
é a sua praticidade.
is its practicality.
o que há de novo.
coming up with what's new.
who have done exploration:
e eles merecem ser.
and they deserve to be.
o conhecimento que já temos
the knowledge we have
our trains run on time.
saírem no horário certo.
faster and cheaper.
mais rápida e barata.
of the famous pop groups
das famosas bandas pop
as mesmas músicas, repetidamente,
again and again,
or even pathetic.
ou até mesmo patéticas.
perspective, we explore.
de longo prazo, nós exploramos.
perspective, we exploit.
de curto prazo, nós explotamos.
mais conhecimentos para explotar.
more knowledge to exploit on.
by nature, less innovative
naturalmente, menos inovadoras
a big worry to CEOs.
preocupação dos CEOs.
phrased in different ways.
perguntas formuladas de formas diferentes.
e ainda reinventar minha empresa?"
and reinvent my company?"
antes de se tornar obsoleta,
before we become obsolete
uma delas já é difícil.
ao mesmo tempo, é arte.
são capazes de explorar efetivamente
are able to effectively explore
para a sustentabilidade.
e os benefícios são enormes.
and the benefits are huge.
because there are so many traps
porque existem muitas armadilhas
but there are many.
mas existem várias.
the perpetual search trap.
da busca eterna.
or the persistence
nós criamos algo novo.
we create something new.
então entramos num círculo vicioso
but being frustrated.
mas acabar frustrados.
of effective reform of education,
de reforma educacional efetiva,
até mesmo defesa,
para funcionar.
the future in their hands,
em suas mãos,
fazendo o que amavam fazer,
at making what they loved doing,
sobre algo, é difícil mudar.
it's difficult to change.
we cannot fail."
and I think they apply to us.
e acho que se aplicam a nós.
get ahead of the crisis.
um seguro no futuro.
an insurance in the future.
facilmente trabalhar
have been content
que sempre continuarão
they will always --
de inovação, custe o que custar."
whatever it takes."
múltiplas de tempo.
of the company,
apenas 30%.
for only about 30 percent.
on the same company --
de dez anos para a mesma empresa.
de renovar representam 70%.
to renew account for 70 percent.
e guiar a longo prazo.
and lead the long term.
para qualquer um de nós,
e explotação sozinhos.
and exploitation by ourselves.
is being open to be challenged,
é estar aberta para os desafios,
é desafiar de forma construtiva.
is to constructively challenge.
good parenting is about.
com ser bons pais.
at the old triumph marches in Rome,
marchas de triunfo de Roma,
depois de grande vitórias,
sussurrando em seus ouvidos:
whispering in their ear,
e precisamos ter consciência.
and we need to be conscious.
that I think are useful.
que eu acho que são úteis.
looking at your own company:
olhando para a sua empresa:
that the company is at the risk
que a empresa corre o risco
que explorei algo novo,
naturalmente um explorador
coisas que você já sabe,
what you already know,
a beleza está no equilíbrio.
is in the balance.
ABOUT THE SPEAKER
Knut Haanaes - StrategistKnut Haanaes believes that the secret to creating lasting, impactful companies is to find a balance between doing what you're good at and looking for new challenges to take on.
Why you should listen
What strategy traps repeatedly entice well-meaning companies? Sweet words that lure with a sense of promise and growth, but ultimately fail to deliver again and again? How do we balance exploration and exploitation without falling fully into either ditch?
Knut Haanaes is Dean of the Global Leadership Institute at the World Economic Forum and professor of strategy and international management at IMD, formerly senior partner and global leader of BCG's strategy practice. Through his work with clients, Haanaes has accumulated extensive experience in a number of industries on issues of strategy. He holds a Master's Degree in Economics from the Norwegian School of Economics, a PhD in Strategy from the Copenhagen Business School and has been a visiting scholar at Scancor, Stanford University.
In 2015, together with Martin Reeves and Janmejaya Sinha from BCG, Haanaes published the book Your Strategy Needs a Strategy. The book has been translated into a number of languages.
Knut Haanaes | Speaker | TED.com