Generation of the millennium against businessmen of the 90s: the battle to victory
This is their honor and place. "Dinosaurs" of the 90s are doomed to extinction
“You can immediately see a person from an early time! There are already no such people and will soon be gone! ”
The Golden Calf, 1931 I. Ilf and E. Petrov
The Golden Calf, 1931 I. Ilf and E. Petrov
Generational problems. Not so long ago, the material “Professions of the Future.” Appeared on the VO website. What to teach new generations? ”, Which, upon reading, turned out to be an excellent continuation of previously published materials on the problem of generations. In any case, it should be borne in mind that the conflict between generations of young, rapidly reconstructing people, and generations of people of age who are physically physically incapable of this, will not only not be smoothed out under the new conditions, but will escalate even more.
Actually, we are already observing this, and this is especially evident in business examples! It just so happened that, having studied more than one generation of advertisers and PR managers since 1995, I am constantly aware of the problems of many of them. At the meeting, they tell me how they settled down in life, and someone else invites as a consultant. Therefore, what, who, how and why, I know very well and it is so interesting that you should tell about it, because the fairy tale is a lie, but there is a hint in it, a lesson for good fellows.
Somewhere in the very center of Russia ...
There is a city in our Russia, not very large, but not small, not a millionaire, but with a population of more than 500000 people, a provincial center, but the province itself without special resources, except for labor. Large plants, where 40000 worked each, were liquidated, except for a few, but they are already not so large and there are much less workers there.
But, despite this, a lot of housing is being built in the city, the “candles” are growing one after another, there are a lot of real estate offices, about 80 advertising agencies and all, in general, there are enough incomes.
Planning and timing are fashionable, but not always effective!
But here are the business problems of this city. There was a large advertising agency in it, which everyone knew and respected. Creative young people worked in it, but the leadership was in years. And so his leaders decided to "get a heel", went to Moscow and there they were taught "timing" (accounting of employees' working hours), "planning" (weekly planning of working hours and labor costs) and much more, which increases labor productivity and incomes of company owners . And if earlier their designer came to work at 11.00 in the morning, and then worked at home until 11.00 in the evening, now he was obliged to come at exactly 9.00 and leave at 17.00, and even fill out a work time register.
What happened next, you can not write. First, the designer quit, then the advertiser, then ... then ... Then there were only leaders and three-year-olds graduating from the local university, who, apart from “planning,” were given nothing at all. And today no one knows about this company, but she lives with handouts of the regional administration. It is simply amazing how incomprehensible such a simple truth is to people that one must put up with the quirks of talented young people. Yes, one in his ear had a nut and a tattoo on his throat, and he was advised to have a “dress code” - a sweater to the ears, and remove the nut. Well, he "cleaned up" with the nut!
“Our people, let's get counted!”
Another company sells stocks: buttons, braid, ribbons of all sorts. It seems to be a trifle, but without it nowhere. And it turned out that its owner decided to increase the profitability of his enterprise by increasing the volume of sales and turned to a recruiting agency to find sensible "sales people" for him. And just two he was immediately found. They needed work near the house: one had a sick mother, and the other a child. They arrived, but there is no computer on the table at the head of the company, a retired military man. All managers come to the planning meeting with ... a notebook and write down his instructions in it, and emphasize the important in red ... Well, that’s okay, but where would you think he sent them? To the warehouse! “You need to start from scratch, that's how I started!” They told him: “We don’t care what to sell, machines or stock, the difference is small. You know one thing - we are different! ”He told them:“ I stood in the market in the 90s, I made a company with my own hands, and you will tell me ?! It hurts young! ”They said to him:“ But now is not the 90s, everything has changed ... ”And then it turned out that the company was based on a godless overpricing of retail prices. A set of buttons is bought in bulk at 9.50, and sold at 90 rubles !!! Salesmen from his co-workers work like this: they offer wholesale buyers a 50% discount when buying goods per 100000, but for that ... 10000 “for their work”. And it is clear that everyone agrees. But how, what methods can be used to increase sales with such a system? These guys saw what’s going on here, and they left that very day. But the "sales people" from God. In winter they can profitably trade in snow!
Style Guide ...
As it turned out, there are many small companies in that glorious city that sew outer clothing: coats, jackets. And one retired colonel also leads one, and he also does not have a computer on his desk. The company is slowly dying. There were 80 seamstresses, now 30. The styles are all “women’s”, but, however, they sell well in Uzbekistan. Hired an experienced "saleswoman" and a fashion designer. And good fashion designers are now in price, the minimum salary is 90000, and so is even higher. They began to lead the company out of failure. And the boss is just ... yelling! Yelling, as if on a parade ground ... "Mother, mother, mother!" Well, both of them immediately quit. We, they say, always earn that kind of money, even in the midst of “clear fields”, but we won’t listen to this “op”, why do we need this.
Success is evident: in Russia it is cheaper to sew than in China!
Another company sews jackets. Variety. From “pilots” to sports. The owner is younger, therefore advanced and even very. There is a computer on the table, communicates with employees through it, and it seems that the working conditions are good. The salaries of seamstresses are 50000 and higher, at “salesmen” the level is 30000 minimum, and higher is unlimited,% of sales is issued. But ... again, a man became obsessed with "planning" and "timing". Anyone who has done what requires a daily written report. I installed video cameras and microphones throughout the entire production and manager’s offices. Monitoring of all employees is ongoing. Then the time of going to the “smoking room” and to the toilet is deducted and not paid. Talking on abstract topics is prohibited. And people are people. Especially women. They "try to" about children, about husbands - this is the "that." It is important what income they bring. But it is precisely with this that the company has problems. The fact is that it is one thing to sell finished products, and another to produce it. For example, the company sews jackets made of Chinese fabric for Germany and the United States. This is how it turns out that it is cheaper to sew jackets of famous brands now than in China. But ... the materials are new, and the approaches are old. Sewed jackets to order from the United States. And what flags were found on the sleeve? Of course, Russian! Well, did not have time to send. But a penalty of half a million still had to be paid. And then they sent it, but it turned out that the zippers were sewn upside down. Another half a million, and even the cost of transportation across the ocean. And how can the same “salesman" make money here? It is not his duty to check how and where what is sewn. He has the task of “raising objections” and promoting the goods.
One company builds houses and sells apartments in them. And for some time she was "on horseback." Because in the 90s she got a brick factory for nothing and the brick they had had their own. They took 5% for real estate services, but time passed, many competitors appeared, and competitors began to take 3%. And people began to ask, “What’s yours for 5, when everything is the same for others for 3?” And they stopped talking to them. Which is logical. It must be reduced, but ... the leadership does not want to. He doesn’t want to put new equipment at the factory, where everything is like in the “good old time”. And then there was competition, the plant did not fulfill the plan by 80%, and ... the first thing the company left was its chief IT specialist with a salary of 100000 p., And then the rest of the advanced ones ran wherever and there ... just a stubborn management.
What is good for the Japanese is not good for our Russian!
And even in the same company with video cameras and microphones at the toilets, its owner neither smokes, nor drinks, and does not give others. And again, that’s good. But when not too much. Because, again ... in Japan, people are one, with one culture, and ours are different. But if someone, for example, doesn’t like gays, but you come across a talented gay designer or gay marketing genius, you have to put up with it because money doesn’t smell.
The upshot was that all advanced young people, including those who expertly traded on the same WildBerries, where young people today buy not only clothes and shoes, but even lotions and shaving foam, quit. And due to what everything is holding on? And due to huge margins and ... underpayments to workers. “Gray salaries” are practiced, vacations are not paid, and all this just covers incompetence and unprofessionalism. Promising young people complain: “Well, does he / she not understand that a person cannot understand everything! Why does the owner of the company stop me from earning him the same money just because he does not know what SEO advertising is. Why does he / she not want to see markets dying, that youth does not go there, but makes all purchases via the Internet. And they keep tents there, pay salaries to sellers, and they don’t even pay for themselves! Well, you can’t manage it yourself, innovations pass by, well ... create a board of directors, instruct him to manage your company, and travel yourself, eat fish, and let the audit company monitor expenses and incomes. So no - the toad is strangling, but in the end no one wants to work for such “businessmen,” and they go bankrupt one after another.
All over the Internet! Both business and shampoo ...
I know one girl-advertiser, who quite successfully worked in advertising companies in Moscow, and ... But in the end she returned to her native land and is now sitting at home with her husband for a couple. Work only through the Internet. They make custom-made projects for the Czech Republic, Slovakia, Georgia, the same Moscow, and then they go to Europe, Paris, Nice for the received fee, and live there for six months, and there, by the way, they again earn money and go somewhere to another place, now skiing. And everyone orders over the Internet. It is clear that everyone can’t do this, but the fact that many of our businessmen are “well stupid” or, let's say, very one-sided is undoubted. And the confrontation between them and the millennium generation is today!
PS The author warns that all possible coincidences with reality are completely random and unintentional.
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