By Ernesto Berg
There is a universal principle - which has never been more true than it is today - called the zero-rule rule that says: When the rules change, everything about that thing goes back to square one. "Maybe you think this is a little overdone, but just look around to see that the precept is true.
For example, the giant Kodak, founded in 1888, the largest photographic equipment company in the world, in January 2012 filed for bankruptcy to the US government, a pre-bankruptcy.
Since then he has been experiencing a slow and painful recovery. During the twentieth century, until the 1980s, Kodak dominated the world market widely. The massive shift of consumers to digital photography - which competitors have begun to manufacture - has crippled its traditional camera business.
The curious, and at the same time surprising, is that the digital camera was invented in the 1970s by an employee of Kodak himself, who was not interested in making it because he did not believe in the future of new technology, and because he did not want to invest in a new business.
Their billionaire investments were directed toward what they already did so well: traditional cameras using film. Thus, they ignored the new and extraordinary opportunity that appeared right before their eyes, which completely changed the rules of the photographic segment.
Another classic case is the digital clock. Invented in the 60's, it was introduced to Swiss companies, world leaders in the watch market at that time. However, these companies immediately ruled out the possibility of making the battery-powered quartz watch because it ran away from the traditional model of rope watch, bearing, spring, etc., in which they had already invested so much money.
Then the inventors of the new watch presented their invention in the United States, in the world congress of watchmakers in 1968. Seiko was interested in the invention and started to manufacture it in 1969, at a much lower price than Swiss watches.
In a short time the Japanese dominated more than 60% of the world market, while Swiss companies, which until then owned 80% of world trade, were almost totally bankrupt, being forced to lay off more than 300,000 people in a few months. Again the zero-action rule in action: "When rules change, everything goes back to square one."
What makes this case even more singular and dismal, is that the digital clock, quartz-powered, was invented by the Swiss themselves. Even so, the invention was rejected by its domestic manufacturers. Only a few days later, Switzerland began to manufacture digital quartz watches, when there was no alternative.
It is the same in the professional field. Immunize against the rule back to zero. Study and continually update yourself in your area of knowledge, and other related areas, so you do not end up out of place and out of function when the rules change.
Your brilliant past will not serve you in the new juncture. The only way to stay on top is to adapt to change and learn the new rules. So do not hesitate or be afraid to do what needs to be done, however much the changes may seem scary - and sometimes they are.
Rules of action:
- Experience of no good goes when the rules change completely.
- Set your goals and stay focused on them; is your guarantee of success.
- Study and update yourself uninterruptedly in your area of expertise and related areas.
- Establish an active and quality network that supports you when you need help.
- Learn to "sell your fish". Know how to expose and defend your arguments convincingly. All studies reveal that knowing how to sell ideas is one of the hallmarks of successful people.
"The only thing you should fear is fear itself"
Ernesto Berg is a business consultant, lecturer, speaker, writer, author of 18 books, specialist in organizational development, negotiation, time management, creativity in decision making, conflict management
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