{"id":3099,"date":"2016-02-11T14:10:05","date_gmt":"2016-02-11T13:10:05","guid":{"rendered":"https:\/\/faces-online.nl\/?p=3099"},"modified":"2020-06-27T16:07:11","modified_gmt":"2020-06-27T14:07:11","slug":"a-successful-young-entrepreneur-speaks-3","status":"publish","type":"post","link":"http:\/\/faces-online.nl\/en\/a-successful-young-entrepreneur-speaks-3\/","title":{"rendered":"A successful, young entrepreneur speaks (3)"},"content":{"rendered":"

Image
\n<\/strong>As said, there are more companies than ever, and the choices to make are more complex than they\u2019ve ever been. On top of that, we have more to do than ever before. This creates an interesting paradox: it\u2019s impossible to make a more difficult decision in less time but end up with an equally good choice. For that reason, companies can no longer win with arguments. In other words, it\u2019s not just about \u2018being the best\u2019. Short-lived associations can be much more powerful than being a good company. Think of car brands for example. Ask anyone who makes the safest cars and many would answer Volvo. This is mainly because they were the ones who introduced the seatbelt. But if you ask them if they\u2019ve ever driven a Volvo, not all of them can say they have. So people don\u2019t actually know whether it\u2019s really the safest car there is. The power of public perception is unmistakable.<\/p>\n

It\u2019s all about creating positive associations in people. This all starts with expectations. Earlier we discussed travel agencies that claim to be the best but often fail to deliver in practice. For low budget organisations, things are different. The plane will be uncomfortably packed, there will be no food or drink on board, your luggage will be weighed down to the milligram, et cetera. It\u2019s basically just awful. And yet, these organisations are gaining popularity. Because they can deliver what they promise. When you have the image of a company that can deliver on its promises, people will only remember the positive aspects, i.e. that you\u2019re affordable. When you try something but fail to achieve it, people will only remember negative associations, i.e. that you\u2019re overpriced. So once again, it all starts with being honest to yourself. Can we deliver what we promise? If you consistently do, and keep exceeding expectations in a good way, consumers will remember a positive association. This requires patience. Many companies don\u2019t have time for this and want it to change immediately. But that often only leads to bigger mistakes.<\/p>\n

Data are becoming more and more important to creating a credible image. Our society is very changeable but at the same time consumers are more predictable than ever, due to the traces we leave behind as individuals. You don\u2019t necessarily have to take advantage of it if you know something about your customer. If you put it to use in a good way, you\u2019ll know what to do today to become trustworthy tomorrow. What consumers like at this moment is simplicity and relevance. Suppose the supermarket would say: we promise that without violating your privacy, we will deliver exactly the groceries you need every other day. We\u2019d say: sure. We\u2019d be more than happy to give up our data for that. A company like Google has become so relevant that we trust them \u2014 whether we ought to or not. You\u2019ll get a good image by doing well for a long time and continuing to fulfil your promises. This is increasingly becoming a matter of keeping your customers\u2019 personal information safe.<\/p>\n

Entrepreneurship
\n<\/strong>Entrepreneurs need to follow developments from an international perspective. A British newspaper is going to report the same news in a different way than a German or Dutch one. This is where our current education system often fails: it teaches us only to think from a Dutch perspective. We look at other countries, but never from an international perspective. I didn\u2019t finish high school myself. That had to do with my clashing with the system. I wanted to do things myself. Later on, by means of an entrance exam for 21+ year olds, at the age of twenty I was admitted into the University of Amsterdam, where I started studying jurisprudence. I also took up subjects at other faculties, in the areas of psychology, communication sciences and economy. Separate disciplines as we know them now, guarded by gatekeepers, programme managers and associate professors, will disappear in the future, because disciplines subsume each other more and more. Think about the doctor of the future, for example: will that be a doctor with a specialisation in IT and robotics, or an engineer with a high level of expertise about the human body?<\/p>\n

People continue working until a much later age than they used to. In order to take on the future, the most important skill is to be able to constantly reinvent yourself. You need to try to become autodidactic. In other words, you need to be able to teach yourself new things. The world has changed tremendously in very little time. In the future it will be no different. If you want to play a role in that world, you will need to do things that have a high probability of failure. If you do that ten times, one try will work out. This is what most entrepreneurs dream of now: that one brilliant idea. But in practice, they look outside to see what\u2019s being done and then they just join in.<\/p>\n

The key is always to create more value compared to the status quo. You need to ask yourself: how could things be better? You need to be able to be what connects individual consumers. Entrepreneurs are increasingly becoming experts. It used to be easy to get by just \u2018moving boxes\u2019. In the future, it\u2019ll be more about handling knowledge, data and technology. Just being a company is no longer enough in this age. Companies need to keep reinventing themselves. Every year, they should ask themselves the question: if we would start all over tomorrow, would we do things the same way? There are many large companies that haven\u2019t asked themselves this question for too long.<\/p>\n","protected":false},"excerpt":{"rendered":"

Image As said, there are more companies than ever, and the choices to make are more complex than they\u2019ve ever been. On top of that, we have more to do than ever before. This creates an interesting paradox: it\u2019s impossible to make a more difficult decision in less time but end up with an equally good choice. For that reason, companies can no longer win with arguments. In other words, it\u2019s not just about \u2018being the best\u2019. Short-lived associations can be much more powerful than being a good company. Think of car brands for example. Ask anyone who makes the safest cars and many would answer Volvo. This is mainly because they were the ones who introduced the seatbelt. But if you ask them if they\u2019ve ever driven a Volvo, not all of them can say they have. So people don\u2019t actually know whether it\u2019s really the safest car there is. The power of public perception is unmistakable. It\u2019s all about creating positive associations in people. This all starts with expectations. Earlier we discussed travel agencies that claim to be the best but often fail to deliver in practice. For low budget organisations, things are different. The plane will be uncomfortably packed, there will be no food or drink on board, your luggage will be weighed down to the milligram, et cetera. It\u2019s basically just awful. And yet, these organisations are gaining popularity. Because they can deliver what they promise. When you have the image of a company that can deliver on its promises, people will only remember the positive aspects, i.e. that you\u2019re affordable. When you try something but fail to achieve it, people will only remember negative associations, i.e. that you\u2019re overpriced. So once again, it all starts with being honest to yourself. Can we deliver what we promise? If you consistently do, and keep exceeding expectations in a good way, consumers will remember a positive association. This requires patience. Many companies don\u2019t have time for this and want it to change immediately. But that often only leads to bigger mistakes. Data are becoming more and more important to creating a credible image. Our society is very changeable but at the same time consumers are more predictable than ever, due to the traces we leave behind as individuals. You don\u2019t necessarily have to take advantage of it if you know something about your customer. If you put it to use in a good way, you\u2019ll know what to do today to become trustworthy tomorrow. What consumers like at this moment is simplicity and relevance. Suppose the supermarket would say: we promise that without violating your privacy, we will deliver exactly the groceries you need every other day. We\u2019d say: sure. We\u2019d be more than happy to give up our data for that. A company like Google has become so relevant that we trust them \u2014 whether we ought to or not. You\u2019ll get a good image by doing well for a long time and continuing to fulfil your promises. This is increasingly becoming a matter of keeping your customers\u2019 personal information safe. Entrepreneurship Entrepreneurs need to follow developments from an international perspective. A British newspaper is going to report the same news in a different way than a German or Dutch one. This is where our current education system often fails: it teaches us only to think from a Dutch perspective. We look at other countries, but never from an international perspective. I didn\u2019t finish high school myself. That had to do with my clashing with the system. I wanted to do things myself. Later on, by means of an entrance exam for 21+ year olds, at the age of twenty I was admitted into the University of Amsterdam, where I started studying jurisprudence. I also took up subjects at other faculties, in the areas of psychology, communication sciences and economy. Separate disciplines as we know them now, guarded by gatekeepers, programme managers and associate professors, will disappear in the future, because disciplines subsume each other more and more. Think about the doctor of the future, for example: will that be a doctor with a specialisation in IT and robotics, or an engineer with a high level of expertise about the human body? People continue working until a much later age than they used to. In order to take on the future, the most important skill is to be able to constantly reinvent yourself. You need to try to become autodidactic. In other words, you need to be able to teach yourself new things. The world has changed tremendously in very little time. In the future it will be no different. If you want to play a role in that world, you will need to do things that have a high probability of failure. If you do that ten times, one try will work out. This is what most entrepreneurs dream of now: that one brilliant idea. But in practice, they look outside to see what\u2019s being done and then they just join in. The key is always to create more value compared to the status quo. You need to ask yourself: how could things be better? You need to be able to be what connects individual consumers. Entrepreneurs are increasingly becoming experts. It used to be easy to get by just \u2018moving boxes\u2019. In the future, it\u2019ll be more about handling knowledge, data and technology. Just being a company is no longer enough in this age. Companies need to keep reinventing themselves. Every year, they should ask themselves the question: if we would start all over tomorrow, would we do things the same way? There are many large companies that haven\u2019t asked themselves this question for too long.<\/p>\n","protected":false},"author":89,"featured_media":13295,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3,12],"tags":[],"class_list":["post-3099","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-accounting","category-column"],"acf":[],"yoast_head":"\nA successful, young entrepreneur speaks (3) - Faces Online<\/title>\n<meta name=\"description\" content=\"In this third part of the interview with Danny Meki\u0107, the inspirational entrepreneur talks about image and entrepreneurship.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/faces-online.nl\/en\/a-successful-young-entrepreneur-speaks-3\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A successful, young entrepreneur speaks (3) - 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