{"id":444,"date":"2021-02-03T11:56:10","date_gmt":"2021-02-03T11:56:10","guid":{"rendered":"http:\/\/61works.com\/onda\/?page_id=444"},"modified":"2021-02-05T09:38:20","modified_gmt":"2021-02-05T09:38:20","slug":"peter-fisk-ve-is-dehasi","status":"publish","type":"page","link":"https:\/\/onda.com.tr\/tr\/peter-fisk-ve-is-dehasi\/","title":{"rendered":"Peter Fisk ve \u0130\u015f Dehas\u0131"},"content":{"rendered":"
\n

(Bu makale Sabah Gazetesi \u0130\u015fte \u0130nsan’da yay\u0131nlanm\u0131\u015ft\u0131r.)<\/h3>\n

Gelenekleri sallamay\u0131 seven adam Peter Fisk’in \u0130\u015f Dehas\u0131 adl\u0131 kitab\u0131 i\u015finde gelir ve karla yetinmeyip de\u011fer yaratmak isteyenler i\u00e7in…<\/p>\n

Bir stratejist, d\u00fcnyaca \u00fcnl\u00fc bir dan\u0131\u015fman, yeni i\u015f d\u00fc\u015f\u00fcn\u00fcrlerinden biri\u2026 S\u00fcrd\u00fcr\u00fclebilir b\u00fcy\u00fcmenin ilham kayna\u011f\u0131, gelenekleri sallamay\u0131 seven adam Peter Fisk\u2019in \u0130\u015f Dehas\u0131 ile ba\u015flamak istedik kitap k\u00f6\u015femize\u2026 Ayn\u0131 zamanda bir konu\u015fmac\u0131 ve giri\u015fimci olan Peter Fisk\u2019in \u201c\u0130\u015f Dehas\u0131\u201d adl\u0131 kitab\u0131 2008 Aral\u0131k\u2019tan beri MediaCat Yay\u0131nlar\u0131 etiketiyle raflarda.<\/p>\n

Fisk\u2019ten bahsetmek gerekirse\u2026 \u00c7al\u0131\u015fma hayat\u0131na n\u00fckleer fizik\u00e7i olarak baslayan biri Fisk. TheChartered Institute of Marketing\u2019in CEO\u2019lu\u011funu, marka finans grup y\u00f6netim m\u00fcd\u00fcrl\u00fc\u011f\u00fcn\u00fc, marka strateji ve de\u011ferleme uzmanl\u0131\u011f\u0131n\u0131 yapt\u0131. PA Consulting Group\u2019taglobal pazarlama ekibinin liderli\u011fini \u00fcstlendi. Ayn\u0131 zamanda British Airways, Coca Cola, Marks &Spencer, Microsoft, Sainsbury ve Shell gibi d\u00fcnyan\u0131n \u00f6nde gelen \u015firketlerinde y\u00f6netici ve dan\u0131\u015fman olarak \u00e7al\u0131\u015ft\u0131. \u015eu anda The Genius Works\u2019un kurucusu olarak d\u00fcnyan\u0131n d\u00f6rt bir yan\u0131ndaki \u015firket liderlerine stratejiler geli\u015ftiriyor, farkl\u0131 d\u00fc\u015f\u00fcnmenin yollar\u0131n\u0131 g\u00f6steriyor, yenile\u015fim i\u00e7in ilham kaynaklar\u0131 yarat\u0131yor\u2026
\n\u0130\u015f Dehas\u0131 farkl\u0131 d\u00fc\u015f\u00fcnmenin ve farkl\u0131 davranman\u0131n s\u0131rr\u0131n\u0131 \u00f6\u011fretiyor. Fisk\u2019e g\u00f6re deha denen kavram\u0131n anahtar\u0131 her \u015feye farkl\u0131 bakabilmekte. Biliyoruz ki beynimiz bir kaleydoskop gibi, pek \u00e7ok desen yarat\u0131yor ve bu desenleri birbiri ile ba\u011flant\u0131lar haline getirerek fikir ve d\u00fc\u015f\u00fcnceleri olu\u015fturuyor. Zihnimizde ger\u00e7ekle\u015ftirdi\u011fimiz t\u00fcm eylemler beynin sa\u011f ve sol beyin olarak ifade edilen iki mucizevi b\u00f6l\u00fcm\u00fcn tam bir uyum i\u00e7erisinde \u00e7al\u0131\u015fmas\u0131n\u0131n bir sonucu\u2026 Bu e\u015fsiz uyum neticesinde farkl\u0131 bak\u0131\u015f a\u00e7\u0131lar\u0131 ortaya \u00e7\u0131k\u0131yor.<\/p>\n

\u0130\u015fte bu noktada Fisk\u2019in d\u00fc\u015f\u00fcncelerinde birle\u015fiyoruz. Fisk; sa\u011f ve sol beynimizi b\u00fct\u00fcnsel \u015fekilde kullanman\u0131n ge\u00e7mi\u015ften g\u00fcn\u00fcm\u00fcze bir f\u0131rsat kayna\u011f\u0131 oldu\u011funu ifade ediyor ve i\u015fleyi\u015flere i\u00e7eriden d\u0131\u015far\u0131 bak\u0131\u015f a\u00e7\u0131s\u0131 ile de\u011fil d\u0131\u015far\u0131dan i\u00e7eriye bak\u0131\u015f a\u00e7\u0131s\u0131yla bakman\u0131n \u00f6nemini vurguluyor.<\/p>\n

Kitaptan baz\u0131 etkileyici mesajlar\u0131 aktarmak istiyorum:<\/p>\n

Gelece\u011fin sahipleri ile ilgili bir tan\u0131mlama var \u0130\u015f Dehas\u0131\u2019nda. \u00d6nceden y\u00fckselen pazarlar\u0131 tespit eden, \u015fimdiden vizyonlar\u0131 ile stratejilerini belirleyen ve insanlara daha derinden dokunan liderler gelece\u011fe h\u00fckmedecek diyor Fisk. \u201c\u0130\u015fbirlik\u00e7i bir rol \u00fcstlenen sa\u011f beyin liderleri, radikal eylemler ve s\u0131ra d\u0131\u015f\u0131 sonu\u00e7lara farkl\u0131 bak\u0131\u015f a\u00e7\u0131lar\u0131 ile ula\u015facak enerjik insanlar\u2026 \u0130\u015fte gelece\u011fin sahipleri\u2026\u201d<\/p>\n

Fisk\u2019ten \u00f6neri:\u201cBir yerden ba\u015flamak i\u00e7in sabahlar\u0131 do\u011frudan kahve makinesine gitmeyin, y\u0131\u011f\u0131lm\u0131\u015f e posta kutular\u0131na, saatler s\u00fcren de\u011ferlendirme toplant\u0131lar\u0131na ve dok\u00fcmanlara da g\u00f6m\u00fclmeyin. Her sabah yepyeni bir sayfa a\u00e7\u0131n ve ilerleyen saatleri b\u00fcy\u00fcmek, fikir geli\u015ftirmek, daha farkl\u0131 ve daha iyi bir \u015feyler yapmak, i\u015fi h\u0131zland\u0131rmak i\u00e7in \u00e7evrenizde sakl\u0131 f\u0131rsatlar\u0131 sakland\u0131klar\u0131 yerlerden \u00e7\u0131kartmak i\u00e7in kullan\u0131n.\u201d<\/p>\n

Daha \u00e7ok d\u00fc\u015f\u00fcnecek zaman, daha \u00e7ok ilham\u2026<\/p>\n

Zekam\u0131z ve hayal g\u00fcc\u00fcm\u00fczle s\u0131ra d\u0131\u015f\u0131 sonu\u00e7lar elde etmeliyiz. Fisk kitab\u0131n amac\u0131n\u0131n insanlar\u0131n farkl\u0131 d\u00fc\u015f\u00fcnebilmelerine ilham vermek, potansiyellerini artt\u0131rmak oldu\u011funu ifade ediyor.<\/p>\n

\u00d6nemli olan b\u00fcy\u00fck resmi fark etmek, b\u00fct\u00fcne katk\u0131 sa\u011flayabilmek, i\u015flerin nas\u0131l entegre olabilece\u011fini anlamak. Ayr\u0131ca analiz ve yarat\u0131c\u0131l\u0131\u011f\u0131n birlikte \u00e7al\u0131\u015fabilece\u011fini, stratejinin eyleme g\u00fc\u00e7 verece\u011fini g\u00f6rebilmek, daha da \u00f6nemlisi g\u00f6rmek istemek\u2026<\/p>\n

Fisk kitab\u0131nda pek \u00e7ok farkl\u0131 tan\u0131ma sahip bir kavram olan dehay\u0131 son derece yal\u0131n bir \u015fekilde tan\u0131ml\u0131yor: \u201cDeha; zekay\u0131 yarat\u0131c\u0131 bir \u015fekilde uygulamak ile ilgilidir ve s\u0131ra d\u0131\u015f\u0131l\u0131klar\u0131 e\u015fsiz bir \u015fekilde birle\u015ftirerek ola\u011fan\u00fcst\u00fc sonu\u00e7lar yarat\u0131r.\u201d Kitapta s\u0131ra d\u0131\u015f\u0131 sonu\u00e7lar ile ilgili \u00f6rnekler bulmak da m\u00fcmk\u00fcn; Google, Apple, YouTube s\u0131ra d\u0131\u015f\u0131 \u00e7al\u0131\u015fmalar ile s\u0131ra d\u0131\u015f\u0131 sonu\u00e7lara ula\u015fan \u015firketler aras\u0131nda akla ilk gelenlerden\u2026<\/p>\n

Fisk\u2019e g\u00f6re farkl\u0131 d\u00fc\u015f\u00fcnenler kurallar\u0131 sevmezler, yapamayaca\u011f\u0131n\u0131z tek \u015fey onlar\u0131 g\u00f6rmezden gelmektir, belki de \u00e7\u0131lg\u0131n olmak zorundalar, sessizli\u011fin i\u00e7inde oturup bir \u015fark\u0131y\u0131 duyabilirler. \u00c7\u00fcnk\u00fc d\u00fcnyay\u0131 de\u011fi\u015ftirebilece\u011fine inanacak kadar \u00e7\u0131lg\u0131n insanlar, d\u00fcnyay\u0131 de\u011fi\u015ftirenlerdir.
\nKitapta Google, RedBull, Diesel, Zara, P&G, Crocks, Kikkoman, Apple, Tchibo, Walt Disney Company ve daha pek \u00e7ok \u015firketten \u00f6rnekler var. D\u00fcnya \u00e7ap\u0131nda pek \u00e7ok farkl\u0131 \u00f6rnek bir araya getirilmi\u015f ve adeta bir kullanma k\u0131lavuzu \u015feklinde biz okuyuculara sunulmu\u015f.<\/p>\n

Kitab\u0131n ilk b\u00f6l\u00fcm\u00fcnde sa\u011f beyin ve sol beyin aras\u0131ndaki d\u00fc\u015f\u00fcnce stili farklar\u0131 anlat\u0131l\u0131yor ve b\u00fcy\u00fcme sa\u011flamak, b\u00fcy\u00fcmeyi h\u0131zland\u0131rmak ad\u0131na t\u00fcm beyinle d\u00fc\u015f\u00fcnmenin gereklili\u011fi vurgulan\u0131yor. S\u00fcrekli b\u00fcy\u00fcmenin yedi evresinin de anlat\u0131ld\u0131\u011f\u0131 bu b\u00f6l\u00fcm, i\u015f ve pazar\u0131m\u0131z\u0131n b\u00fcy\u00fcmesi i\u00e7in b\u00fct\u00fcnsel d\u00fc\u015f\u00fcnceyi nas\u0131l kullan\u0131p y\u00f6nlendirece\u011fiz sorusunun yan\u0131t\u0131n\u0131 arayanlar i\u00e7in\u2026 Ve Fisk bir noktay\u0131 daha vurguluyor; \u201cGelir ve kar yeterli de\u011fil, \u00f6nemli olan de\u011fer yaratmak.\u201d<\/p>\n

Kitapta mutlaka kendimize bir mesaj bulaca\u011f\u0131m\u0131z ve hemen i\u015fimize yans\u0131tabilece\u011fimiz di\u011fer konu ba\u015fl\u0131klar\u0131 ise \u015f\u00f6yle:<\/p>\n