English Hacking

몇 년 전인가 “replay”인가 하는 소설을 읽었었죠. 대충 내용은 40대 정도의 남자가 갑자기 심장마비로 기절했는데, 깨어나 보니 10대로 돌아가 있더라는… 그래서 자기가 이미 알고 있는 스포츠 성적이나 주식 정보 등등을 가지고 신나게 투자에서 잘 먹고 잘 살다가 다시 40대가 돼서는 다시 심장마비, 다시 깨어나니 또 10대… 이렇게 해서 할 것 못할 것 다 하면서 대충 놀다가 지겨워질때쯤 되어 깨달은게, 자기가 심장마비에 걸리는 시간은 똑같은데 깨어나는 시간은 약간씩 늦어지더라는거죠. 그러니까, 예를 들면 처음에는 10살에 깨어났는데, 그 다음에는 11살, 그 다음에는 12살에 깨어나는 식으로… 이렇게 간격이 점점 좁아지다가 나중에는…

궁금하면 읽어 보세요.

요즘 경제위기를 보면 약간 이것과 비슷한 것 같아요. 위기와 위기 사이의 간격이 점점 좁아지는 것 아닌가 하는… 이러다가는 혹시 영구적 경제위기 상태로 수렴하는 것 아닌가 하는… 뭐 그런거죠. 근데…

What is this book about? Those who manage businesses have a certain view of the world and a certain set of practices for dealing with expected changes in the marketplace. Their view, in the simplest terms, is that times are either normal as a precursor to runaway growth and sustained prosperity, or weak as a precursor to dwindling demand and possibly recession. Businesses use a different playbook for dealing with each of these market conditions. In normal times, they compete with a mixture of offensive and defensive plays, but are not likely to win big. In runaway growth periods, they see new opportunities everywhere. They invest and spend freely to capture what they can. In recession times, businesses cut their costs and investment to ensure their survival. (Philip Kotler, John A. Caslione, Chaotics, The Business of Managing and Marketing in the Age of Turbulence, pp. 1 – 2)

한 가지 궁금한건 세계적으로 유명한 마케팅 교수가 쓴 책의 도입부로는 좀 유별나다는 느낌…. 내가 마케팅을 잘 몰라서 그러나요? 좀 더 읽어 보죠.

The shocks come in all shapes and sizes. In many parts of the world, across many industries, important things are happening that are only dimly perceived if at all, and certainly their implications are not measured. It could be two people in a garage building a new gadget called a personal computer. It could be a guy named Jeff Bezos starting an Internet business called “Amazon.” Or another guy named Steve Jobs building an iPhone. It could be a guy who envisions high yield bonds or another who develops the idea of securitizing mortgages. Had the computer industry, the book industry, the music industry, or the financial industry noticed these visionaries, they would have acted earlier to protect their turf or grab new opportunities.
Business leaders need a new view of the world and a new framework for dealing with it. According to this new view, change is occurring all the time. It can come quickly from any corner of the world and affect any company with a major impact. This is the view to which Peter Drucker first called our attention in his book The Age of Discontinuity. This is the view that Andy Grove articulated in Only the Paranoid Survive. This is the view that former U.S. Treasury head Alan Greenspan articulated in The Age of Turbulence. This is the view that Clayton Christensen wrote in this Business Innovation and Disruptive Technology.
It is our view as well that there is much more risk and uncertainty in business affairs today than ever before coming from disruptive innovations and big unexpected shocks. Business leaders have always lived with some risk and uncertainty, taking out insurance wherever possible to blunt the damage. But today, the speed of change and the magnitude of shocks are greater than ever. This is not what was normal in the past. This is the new normality. It goes beyond disruptive innovation to include major shocks. (id, pp. 2 – 3)

그래서 어쩌라구요? 이들은 Chaotics Management System이 필요하다고 합니다.

그게 뭔지는 둘째 치고, 마케팅이 원래 이런 거였나요? 별 것 다하는군요. 마케팅 이거 다시 봐야겠습니다.