Mayo 10, 2009

Las muñecas rusas y David Ogilvy

David Ogilvy communicated his principles in speeches and memos, then went beyond words, using quirky flourishes — like the Russian matryoshka dolls that directors found at their seats at one board meeting. Opening the nesting dolls, each smaller than the one before, every director found the same message typed on a piece of paper inside the tiniest doll: “If you hire people who are smaller than you are, we shall become a company of dwarfs. If you hire people who are bigger than you are, we shall become a company of giants”.

“Hire big people, people who are better than you” , Ogilvy demanded. “Pay them more than yourself if necessary”.

Fuente: "The House That Ogilvy Built", Strategy & Business (abr 2009)

As Guy Kawasaki explains: in the Macintosh Division, we had a saying, “A player hire A players; B players hire C players” --meaning that great people hire great people. On the other hand, mediocre people hire candidates who are not as good as they are, so they can feel superior to them.

Technorati tags: David Ogilvy, Guy Kawasaki, Russian matryoshka dolls

Publicado a las 12:17 PM | Categoría: Stories
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