{"id":356,"date":"2022-07-23T06:38:51","date_gmt":"2022-07-23T04:38:51","guid":{"rendered":"https:\/\/www.michalholub.cz\/blog\/?p=356"},"modified":"2022-07-28T20:34:58","modified_gmt":"2022-07-28T18:34:58","slug":"vypisek-z-knihy-zacnete-s-proc","status":"publish","type":"post","link":"https:\/\/www.michalholub.cz\/blog\/vypisek-z-knihy-zacnete-s-proc\/","title":{"rendered":"V\u00fdpisek z knihy Za\u010dn\u011bte s PRO\u010c"},"content":{"rendered":"\n

Simon Sinek je velmi zn\u00e1m\u00fd a obl\u00edben\u00fd autor a na znovup\u0159e\u010dten\u00ed jeho knihy s podtitulem Jak v\u016fd\u010d\u00ed osobnosti inspiruj\u00ed k \u010din\u016fm<\/strong> jsem se moc t\u011b\u0161il.<\/p>\n\n\n\n

Rovnou v\u00e1m \u0159eknu, \u017ee podtitul knihy nel\u017ee. My\u0161lenky z t\u00e9to knihy\u00a0jsou\u00a0z\u00e1sadn\u00ed pro ka\u017ed\u00e9ho, kdo chce n\u011bkoho inspirovat k \u010dinu. Nez\u00e1le\u017e\u00ed na tom, zda jste leader v organizaci, CEO nebo freelancer. Tato kniha jde do sam\u00e9 podstaty toho, jak komunikovat, abyste opravdu inspirovali a proto stoj\u00ed za to j\u00ed v\u011bnovat pozornost.\u00a0<\/p>\n\n\n\n

Inspirace vs. manipulace<\/strong><\/h3>\n\n\n\n

Autor knihy velmi dob\u0159e v jedn\u00e9 z kapitol popisuje rozd\u00edl mezi inspirac\u00ed a manipulac\u00ed. Zmi\u0148uje obl\u00edben\u00e9 obchodn\u00ed manipulace jako sleva, reklama, c\u00edlen\u00ed na strach, potvrzen\u00ed autority nebo \u010dasov\u011b omezen\u00e1 nab\u00eddka. Tyto manipulace sice do\u010dasn\u011b zv\u00fd\u0161\u00ed prodeje, ale nep\u0159in\u00e1\u0161\u00ed loajalitu z\u00e1kazn\u00edka. Ve chv\u00edli, kdy konkurence m\u00e1 lep\u0161\u00ed cenu, podm\u00ednky \u010di specifikace, tak jde z\u00e1kazn\u00edk jinam. Obchodn\u00ed manipulace nen\u00ed o vztahu. Je to jen transakce, kter\u00e1 je pro prodejce nav\u00edc velmi drah\u00e1 a \u010dasto neudr\u017eiteln\u00e1.<\/p>\n\n\n\n

Zat\u00edmco manipulace p\u0159ich\u00e1z\u00ed \u201czven\u010d\u00ed\u201d, inspirace p\u0159ich\u00e1z\u00ed \u201czevnit\u0159\u201d. Inspirace toti\u017e p\u0159ich\u00e1z\u00ed, kdy\u017e z\u00e1kazn\u00edk c\u00edt\u00ed, \u017ee s prodejcem m\u00e1 spole\u010dn\u00e9 hodnoty a p\u0159esv\u011bd\u010den\u00ed. Jin\u00fdmi slovy z\u00e1kazn\u00edk se rozhodne u v\u00e1s nakoupit, kv\u016fli va\u0161emu PRO\u010c (d\u016fvod pro\u010d d\u011bl\u00e1te to, co d\u011bl\u00e1te) a koup\u00ed si od v\u00e1s va\u0161e CO (to, co prod\u00e1v\u00e1te). Nav\u00edc kdy\u017e z\u00e1kazn\u00edk sd\u00edl\u00ed va\u0161e PRO\u010c, tak je ochotn\u00fd u v\u00e1s nakupovat i p\u0159es to, \u017ee m\u00e1te v\u011bt\u0161\u00ed ceny nebo o n\u011bco hor\u0161\u00ed produkt. 
<\/p>\n\n\n\n

The golden circle (Zlat\u00fd kruh)<\/strong><\/h3>\n\n\n\n

Simon Sinek d\u00e1le ve sv\u00e9 knize popisuje komunika\u010dn\u00ed vzorec, kter\u00fd nazval Zlat\u00fd kruh. <\/p>\n\n\n\n

\"\"\/<\/figure>\n\n\n\n

CO<\/p>\n\n\n\n

Ka\u017ed\u00e1 organizace na planet\u011b v\u00ed, CO d\u011bl\u00e1. Jsou to produkty, kter\u00e9 prod\u00e1v\u00e1, nebo slu\u017eby.<\/p>\n\n\n\n

JAK<\/p>\n\n\n\n

N\u011bkter\u00e9 organizace v\u011bd\u00ed, JAK to d\u011blaj\u00ed. Jsou to v\u011bci, jimi\u017e se odli\u0161uj\u00ed od konkurence.<\/p>\n\n\n\n

PRO\u010c<\/p>\n\n\n\n

Jen m\u00e1lo organizac\u00ed v\u00ed, PRO\u010c d\u011blaj\u00ed to, co d\u011blaj\u00ed. PRO\u010c se net\u00fdk\u00e1 vyd\u011bl\u00e1v\u00e1n\u00ed pen\u011bz – to je pouze v\u00fdsledek. PRO\u010c je posl\u00e1n\u00ed, smysl nebo p\u0159esv\u011bd\u010den\u00ed. Je to prav\u00fd d\u016fvod existence organizace.<\/p>\n\n\n\n

Kdy\u017e se pod\u00edv\u00e1te na to, jak komunikuje v\u011bt\u0161ina organizac\u00ed, tak zjist\u00edte, \u017ee komunikuj\u00ed p\u0159edev\u0161\u00edm jejich CO a n\u011bkdy i JAK, ale m\u00e1lokter\u00e1 organizace komunikuje jej\u00ed PRO\u010c.<\/p>\n\n\n\n

Poj\u010fme se te\u010f pod\u00edvat na to, pro\u010d je d\u016fle\u017eit\u00e9 v komunikaci za\u010d\u00edt s PRO\u010c.<\/p>\n\n\n\n

Takto by vypadala komunikace Apple, kdyby za\u010dala s CO<\/strong><\/p>\n\n\n\n

D\u011bl\u00e1me skv\u011bl\u00e9 po\u010d\u00edta\u010de. <\/p>\n\n\n\n

Jsou kr\u00e1sn\u011b navrhnut\u00e9, jednoduch\u00e9 na pou\u017e\u00edv\u00e1n\u00ed a u\u017eivatelsky p\u0159\u00edv\u011btiv\u00e9. <\/p>\n\n\n\n

Chcete si jeden koupit?<\/p>\n\n\n\n

Nezn\u00ed to extra l\u00e1kav\u011b, \u017ee?<\/p>\n\n\n\n

Takto n\u011bjak Apple skute\u010dn\u011b komunikuje (je to voln\u00fd p\u0159eklad z anglick\u00e9 knihy \ud83d\ude09<\/strong><\/p>\n\n\n\n

Ve v\u0161em, co d\u011bl\u00e1me, se prom\u00edt\u00e1 na\u0161e touha m\u011bnit Status Quo. V\u011b\u0159\u00edme v to, \u017ee je pot\u0159eba myslet jinak.<\/p>\n\n\n\n

Zp\u016fsob, jak\u00fdm m\u011bn\u00edme Status Quo je kr\u00e1sn\u00fd design na\u0161ich produkt\u016f a jejich u\u017eivatelsk\u00e1 p\u0159\u00edv\u011btivost.<\/p>\n\n\n\n

Prost\u011b d\u011bl\u00e1me skv\u011bl\u00e9 po\u010d\u00edta\u010de.<\/p>\n\n\n\n

Chcete si jeden koupit?<\/p>\n\n\n\n

Jak c\u00edt\u00edte<\/em>, tak toto sd\u011blen\u00ed m\u00e1 \u00fapln\u011b jin\u00fd dopad. Za\u010dali jsme toti\u017e s PRO\u010c, pokra\u010dovali s JAK zakon\u010dili s CO.
<\/p>\n\n\n\n

To, \u017ee tento komunika\u010dn\u00ed vzorec funguje nen\u00ed n\u00e1hoda. Zlat\u00fd kruh m\u00e1 toti\u017e stejnou strukturu jako n\u00e1\u0161 mozek. <\/p>\n\n\n\n

\"\"\/<\/figure>\n\n\n\n

V\u0161echny organizace, kter\u00e9 mluv\u00ed o sv\u00e9m CO zapoj\u00ed pouze mozkovou k\u016fru z\u00e1kazn\u00edka, co\u017e je nejmlad\u0161\u00ed \u010d\u00e1st mozku, kter\u00e1 je racion\u00e1ln\u00ed. Nicm\u00e9n\u011b organizace, kter\u00e9 mluv\u00ed o sv\u00e9m PRO\u010c a potom i JAK, zapoj\u00ed limbick\u00fd syst\u00e9m, co\u017e je centrum emoc\u00ed a s nimi spojen\u00fdch z\u00e1\u017eitk\u016f. Jin\u00fdmi slovy, kdy\u017e mluv\u00edte o sv\u00e9m PRO\u010c, tak lidi skute\u010dn\u011b n\u011bco c\u00edt\u00ed.
<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

\u010c\u00edst nebo ne\u010d\u00edst?<\/strong><\/h3>\n\n\n\n

Tuto knihy doporu\u010duji. Po p\u0159e\u010dten\u00ed t\u00e9to knihy jsem hned zm\u011bnil zp\u016fsob, jak\u00fdm prezentuji kou\u010dov\u00e1n\u00ed<\/a>. Krom\u011b toho, co jsem zde zm\u00ednil, je v knize pops\u00e1no, pro\u010d je pot\u0159eba nejprve zaujmout inov\u00e1tory, abyste pozd\u011bji mohli zaujmout masy. Simon Sinek tak\u00e9 dob\u0159e popisuje p\u0159\u00edklad organizac\u00ed, kter\u00e9 m\u011bly dob\u0159e definovan\u00e9 jejich PRO\u010c, ale nechaly jejich JAK, aby se stalo d\u016fle\u017eit\u011bj\u0161\u00ed, co\u017e m\u011blo devastuj\u00edc\u00ed dopad na kvalitu slu\u017eeb a produkt\u016f. To jedin\u00e9, co bych knize vytkl, je to, \u017ee autor neust\u00e1le dokola opakuje to stejn\u00e9 v r\u016fzn\u00fdch form\u00e1ch. N\u011bkomu to m\u016f\u017ee vyhovovat, proto\u017ee si jeho my\u0161lenky dob\u0159e zakotv\u00ed, ale pro n\u011bkoho to po p\u0159e\u010dten\u00ed t\u0159etiny knihy m\u016f\u017ee b\u00fdt trochu nez\u00e1\u017eivn\u00e9. J\u00e1 jsem si to u\u017eil a nez\u00e1\u017eivn\u00e9 pas\u00e1\u017ee jen prolet\u011bl. <\/p>\n","protected":false},"excerpt":{"rendered":"

<\/p>\n

Simon Sinek je velmi zn\u00e1m\u00fd a obl\u00edben\u00fd autor a na znovup\u0159e\u010dten\u00ed jeho knihy s podtitulem Jak v\u016fd\u010d\u00ed osobnosti inspiruj\u00ed k \u010din\u016fm<\/strong>\u00a0jsem se moc t\u011b\u0161il.<\/p>\n

<\/p>\n

<\/p>\n

Rovnou v\u00e1m \u0159eknu, \u017ee podtitul knihy nel\u017ee. My\u0161lenky z t\u00e9to knihy\u00a0jsou\u00a0z\u00e1sadn\u00ed pro ka\u017ed\u00e9ho, kdo chce n\u011bkoho inspirovat k \u010dinu. Nez\u00e1le\u017e\u00ed na tom, zda jste leader v organizaci, CEO nebo freelancer. Tato kniha jde do sam\u00e9 podstaty toho, jak komunikovat, abyste opravdu inspirovali a proto stoj\u00ed za to j\u00ed v\u011bnovat pozornost.\u00a0<\/p>\n

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