<\/p>\n
\u00a0<\/p>\n
WPP segir: \u201e\u00cd \u00feessum geira sem vi\u00f0 erum \u00ed er \u00feess krafist a\u00f0 vi\u00f0 s\u00e9um flj\u00f3t a\u00f0 a\u00f0lagast; flj\u00f3t a\u00f0 n\u00fdta n\u00fdju t\u00e6kif\u00e6rin; flj\u00f3t a\u00f0 breg\u00f0ast vi\u00f0 n\u00fdjum \u00e1skorunum; flj\u00f3t a\u00f0 skilja n\u00fd og vins\u00e6l vi\u00f0horf\u201c.\u00a0<\/p>\n
Sko\u00f0um \u00feetta a\u00f0eins n\u00e1nar, \u00ed flj\u00f3tu brag\u00f0i.<\/p>\n
\u00c1n stefnu erum vi\u00f0 blind \u00e1 t\u00e6kif\u00e6rin\u00a0<\/strong><\/p>\n Stefna lei\u00f0ir skipulagi\u00f0. Til a\u00f0 geta n\u00fdtt t\u00e6kif\u00e6ri skal stefna vera til sta\u00f0ar. \u00c1n markmi\u00f0a sem d\u00e6mi sj\u00e1st ekki t\u00e6kif\u00e6rin. Stefna er \u00fe\u00f3 er ekki n\u00f3g. \u00c1kve\u00f0in \u201es\u00e9rkunn\u00e1tta\u201c skal einnig vera til sta\u00f0ar. \u00deessi kunn\u00e1tta er mikilv\u00e6gari en \u00f6llu hin kunn\u00e1ttan sem til sta\u00f0ar er. Samt f\u00e6r \u00feessi minna v\u00e6gi, h\u00fan er minna fr\u00e9ttn\u00e6m og vekur sjaldan s\u00e9rstaka athygli. Vi\u00f0 erum a\u00f0 tala um n\u00e1\u00f0arg\u00e1funa, sk\u00f6punarg\u00e1funa \u2013 \u00fea\u00f0 a\u00f0 vi\u00f0urkenna, gl\u00e6\u00f0a og gefa s\u00e9r t\u00edma til vi\u00f0halda \u00feeim gildum sem gefa mestan hagna\u00f0. St\u00f6\u00f0ugt aukast kr\u00f6furnar eftir skj\u00f3tum sv\u00f6rum. Kr\u00f6furnar og hra\u00f0inn getur or\u00f0i\u00f0 \u00fea\u00f0 mikill a\u00f0 spurningarnar gleymast.\u00a0<\/p>\n Sk\u00f6punarferli\u00f0 skal kenna<\/strong><\/p>\n Skilningur \u00e1 gildum, trausti, samvirkni, sta\u00f0festu og samh\u00e6f\u00f0um vinnubr\u00f6g\u00f0um hefur aldrei veri\u00f0 jafn d\u00fdrm\u00e6tur og einmitt n\u00fana. N\u00fdjasta s\u00f6luvaran er \u201en\u00fdsk\u00f6pun\u201c, flott or\u00f0, en \u00f3r\u00f6kr\u00e9tt. Or\u00f0 skipta m\u00e1li. Sk\u00f6pun er alltaf n\u00fd. Or\u00f0i\u00f0 e\u00f0a hugtaki\u00f0 n\u00fdsk\u00f6pun felur \u00ed s\u00e9r \u00e1kve\u00f0in skilabo\u00f0 um a\u00f0 a\u00f0eins f\u00e1ir \u00fatvaldir geti skapa\u00f0 n\u00fdtt. \u00dea\u00f0 er rangt. Allir geta skapa\u00f0. Annars v\u00e6rum vi\u00f0 \u00f6ll dau\u00f0, einsog me\u00f0alma\u00f0urinn. \u00dea\u00f0 er \u00e1byrg\u00f0arlaust af fagf\u00f3lki \u00ed \u201esk\u00f6punargeirunum\u201c a\u00f0 senda \u00fat \u00feau skilabo\u00f0 a\u00f0 a\u00f0eins \u00feau geti skapa\u00f0. Mikilv\u00e6gt er a\u00f0 starfsf\u00f3lk allra fyrirt\u00e6kja og stofnanna tr\u00fai \u00fev\u00ed a\u00f0 \u00fea\u00f0 geti skapa\u00f0. \u00dea\u00f0 \u00fearf bara a\u00f0 l\u00e6ra ferli\u00f0 svo eitthva\u00f0 vit s\u00e9 \u00ed \u00fev\u00ed. Sk\u00f6punarferli\u00f0 \u00ed vi\u00f0skiptalegum tilgangi er a\u00f0fer\u00f0afr\u00e6\u00f0ilegt ferli.<\/p>\n Venjuleg hugsunarvilla, stj\u00f3rnenda og starfsf\u00f3lks fyrirt\u00e6kja, er s\u00fa a\u00f0 samskipti vi\u00f0 marka\u00f0, \u00fe\u00fd\u00f0i samskipti \u201eutan fr\u00e1 & inn\u201c, \u00fe.e. a\u00f0 fara \u00fat, hlusta \u00e1 hva\u00f0 vi\u00f0komandi marka\u00f0ur segir og koma inn me\u00f0 n\u00fdjar hugmyndir og ferskan anda marka\u00f0sins fyrir \u00fer\u00f3un fyrirt\u00e6kisins, \u00fe.e. framlei\u00f0a v\u00f6ru og\/e\u00f0a \u00fej\u00f3nustu eftir \u00f3skum \u00fartaksins. \u00deessi hugsunarvilla, a\u00f0 utan & inn, var (og er enn\u00fe\u00e1) kennd \u00e1 \u00e1rd\u00f6gum marka\u00f0fr\u00e6\u00f0anna. Hagsmunaa\u00f0ilarnir st\u00f3\u00f0u sig (og gera enn\u00fe\u00e1) mj\u00f6g vel \u00ed kennslunni, enda kunna \u00feeir \u00e1 t\u00e6ki og t\u00f3l sinna fr\u00e6\u00f0a.<\/p>\n Hvernig getur marka\u00f0urinn \u00f3ska\u00f0 eftir n\u00fdju? Er h\u00e6gt a\u00f0 \u00f3ska eftir \u00fev\u00ed sem ekki er til? Er iPhone hugmynd marka\u00f0sins? Er afst\u00e6\u00f0iskenningin ekki hugmynd Einsteins?\u00a0<\/p>\n Var \u00fea\u00f0 ekki h\u00fan J\u00f3na i m\u00f3tt\u00f6kunni sem kom me\u00f0 \u00fe\u00e1 hugmynd a\u00f0 fjarl\u00e6gja allar ruslaf\u00f6turnar i \u00feeim tilgangi a\u00f0 spara i \u00ferifum, flokka rusl og f\u00e1 f\u00f3lk til a\u00f0 hreyfa sig \u00e1 vinnut\u00edma \u2013 kom hugmyndin utan fr\u00e1?<\/p>\n \u00dea\u00f0 \u00fearf a\u00f0 halda \u00e1fram a\u00f0 rannsaka e\u00f0a kanna marka\u00f0inn, afla gagna, b\u00faa til \u00feekkingu \u00far \u00feeim, hr\u00e1efni i sk\u00f6punina. Ni\u00f0urst\u00f6\u00f0ur kannanna er ekki sk\u00f6punin sj\u00e1lf heldur vi\u00f0mi\u00f0.<\/p>\n \u00dea\u00f0 er ekkert ferskt vi\u00f0 almennt \u00e1lit. Svokalla\u00f0 almennings\u00e1lit er \u00ed raun ekki til sta\u00f0ar. Or\u00f0i\u00f0 almannatengsl (public relations) er deyjandi hugtak. \u00dea\u00f0 er ekkert almennt vi\u00f0 tengsl og engin tengsl almenn. Einstaklingar skipta s\u00e9r \u00ed fj\u00f6lm\u00f6rg \u00f6rsamf\u00e9l\u00f6g og innbyr\u00f0is \u00ed einstakar h\u00f3ptilfinningar sem eru frekar f\u00e1mennar. Formleg stj\u00f3rn getur veri\u00f0 til sta\u00f0ar \u00ed \u00feessum \u00f6rsamf\u00e9l\u00f6gum og h\u00f3parnir geta haft sterka stj\u00f3rn, a.m.k. t\u00edmabundi\u00f0. M\u00e1lp\u00edpurnar eru oft nokkrir h\u00e1v\u00e6rir einstaklingar. Engin einn pakki sem inniheldur almenning sem \u00e1kve\u00f0ur innbyrg\u00f0is eitt \u00e1lit \u00e1 \u00e1kve\u00f0nu m\u00e1lefni. Minnsti samnefnari getur \u00fe\u00f3 t\u00edmabundi\u00f0 \u201esameina\u00f0\u201c h\u00f3pa. E\u00f0li m\u00e1lsins vegna eru h\u00f3parnir andst\u00e6\u00f0ur, annars v\u00e6ru \u00feeir ekki til sta\u00f0ar.<\/p>\n Raunveruleikinn er \u201einnan fr\u00e1 & \u00fat\u201c, \u00fe.e. sk\u00f6punin \u00e1 s\u00e9r alltaf sta\u00f0 \u00ed s\u00e9rsni\u00f0nu ferli sk\u00f6punar innanh\u00fass, \u00ed fyrirt\u00e6kjamenningunni, eins og \u00fea\u00f0 hefur alltaf veri\u00f0.<\/p>\n Rennum a\u00f0eins yfir \u00feetta:<\/p>\n