El efecto de la inmigración y el verdadero acceso a la educación.

De la misma forma en que hoy leía cómo cientos de personas se quejaban, en la versión en línea de un diario peruano de negocios, sobre la inmigración de ciudadanos venezolanos a Perú, pensaba en las palabras de un destacado Premio Nobel de Economía, a principios de este año, donde mencionaba que si una persona tiene la capacidad de acceder a una red social para su entretenimiento desde un teléfono inteligente básico, dicha persona tiene la misma capacidad de acceder a toda la educación posible que la Internet le brinda de manera totalmente gratuita.

La inmigración casi siempre tiene efectos positivos en cualquier economia, pero no todos siempre se benefician de la competencia. La competencia, en cualquier campo, genera mejores precios pues hay mayor oferta, dado que el precio es un indicador de escasez. Esto es fácilmente visible todos los días cuando pagamos menos por productos importados en comparación con productos nacionales por los cuales antes solíamos pagar más, lo cual sin duda es beneficioso, sin embargo esa mayor competencia de precios también puede afectar al precio de tu trabajo, es decir puede afectar a tu sueldo. Siempre nos quejamos de que las cosas suben de precio y, de la misma manera, hacemos fuerza común y reclamamos para que las cosas bajen de precio, pero cuando se refiere al precio de nuestro trabajo, nuestra óptica nunca es la misma.

No voy a ahondar más en el tema de la inmigración, pero es cierto que ésta golpea, más que a los individuos con menor educación, a aquellos que no logran adaptarse a lo que el mercado laboral, tan cambiante, exige para ser mínimamente competitivo. Esto, pues el mercado laboral no es de suma cero, es decir si entre dos trabajadores, digamos, poco calificados, uno logra tomar un puesto no necesariamente se lo quita al otro, pues acá entra la innovación, que permite que un individuo usando su ingenio no solamente pueda prepararse de una manera distinta para acceder a otro tipo de trabajo que demanda distintas competencias sino que incluso, usando ese mismo ingenio, puede generar emprendimientos, que crearán muchas más plazas laborales.

Esa misma educación que sólo unos años atrás podía ser accedida solamente por una élite privilegiada, ahora se ha democratizado. Cualquier niño en un país en vías de desarrollo con acceso básico a la Internet puede comunicarse directamente con cualquier científico, presidente, deportista, artista del mundo usando Twitter, seguir las actualizaciones de los principales autores, grupos de cualquier tipo de interés o empresas usando Facebook, acceder a cursos de todos los idiomas en Duolingo, estudiar los programas de pregrado y postgrado de las mejores universidades en Coursera, absolver las dudas básicas en casi cualquier materia de educación elemental en Khan Academy, conocer los museos y calles más famosos del mundo usando Google Street View, generar una bitácora con contenido propio usando WordPress, leer artículos de prácticamente cualquier tema en casi todos los idiomas usando Wikipedia, crear y compartir su propio contenido en vídeo con millones de personas usando YouTube, traducir cualquier texto en cualquier idioma, incluso en tiempo real, usando Google Translate, leer las editoriales y artículos de los mejores economistas del mundo en la versión en línea de The Economist, leer las últimas ediciones de las mejores revistas y publicaciones del mundo usando Issuu, llevar cursos de programación y tecnología de las mejores universidades y empresas del mundo usando Edx. Podría seguir y seguir enumerando ejemplos pero, vamos, el problema no es el acceso a la educación, el problema es la mentalidad. Si todos los días toco temas de educación, innovación, Internet, etc., es por algo muy obvio: ya me di cuenta de que el mundo está cambiando.

Cuando alguna vez le pregunté a un famoso economista, en su visita a Lima, acerca de cómo la Internet está cambiando la educación, me respondió que la educación no había cambiado mucho, pues ésta no es una etapa de la vida sino una experiencia de vida y la Internet únicamente la ha hecho más accesible y democrática. Sí, esa educación a la cual muchos dicen no tener acceso, hoy en día, es más accesible que nunca, sobre todo si, en este momento, estás leyendo este artículo desde una red social, desde tu teléfono o computadora ¿no es así?.

La paranoia constructiva y el sentido de urgencia 

Si existe algo que es vital para que una empresa o individuo se mantenga vivo en el competitivo mundo en el que hoy nos toca vivir, ese algo es definivamente sentido de urgencia. El sentido de urgencia viene de un propósito más grande y relevante para hacer que algo bueno suceda.

El sentido de urgencia es, más que todo, una forma de pensar donde asumimos que el cambio rápido y constante es tanto normal como necesario, siempre en la búsqueda de que un objetivo superior positivo sea alcanzado. Algo similar a la llamada paranoia constructiva que Andrés Oppenheimer menciona en países como China y Corea del Sur en su libro “Basta de Historias”, donde cuenta cómo funcionarios de esos gobiernos asiáticos siempre están pendientes de cuánto avanzan sus pares en cuanto a educación, innovación y temas afines, pues todo el tiempo sienten que van a quedar relegados y fuera de carrera por lo que están siempre buscando nuevas maneras de seguir siendo competitivos a nivel mundial y, especialmente, en comparación con dichos países. Esto deviene en países tremendamente competitivos en cuanto a educación e innovación se refiere, pues el estar en constante competencia, naturalmente eleva el nivel de estos países lo que los lleva a ser líderes mundiales en estos campos.
Ahora bien, un concepto muy distinto pero que puede ser confundido es sentido de emergencia. Una emergencia, por definición, no es positiva. Mientras con el sentido de urgencia el enfoque es proactivo, con el sentido de emergencia el enfoque es totalmente reactivo, pues si bien uno puede estar preparado para afrontar una emergencia, lo que se busca al final del día es eliminar o controlar dicha emergencia. Es más, lo que cualquier individuo desea es nunca verse ante una emergencia.
Asimismo, un reto igual de grande es evitar el llamado falso sentido de urgencia, donde todo lo que se hace durante todo el tiempo se vuelve urgente, quitándole lugar a lo importante, que es el propósito que se quiere alcanzar al implantar el sentido de urgencia en nuestras acciones. Esto es fácilmente reconocible en todo tipo de comunicación que lleve la palabra urgente, generalmente en el título, al final de una oración, etc., pues cuando algo es urgente es consecuencia de un mal planeamiento previo e incluso el usar esta palabra es dañino para un genuino sentido de urgencia.

En mi experiencia, en una empresa es absolutamente necesario tener una visión clara de hacia dónde se quiere llegar y qué se quiere lograr para poder recién aplicar un sentido de urgencia a lo que se hace. Justamente lo más complicado de todo esto es que la empresa tenga visión y con esto no me refiero a una frase escrita en papelería corporativa que en la práctica es letra muerta sino que tenga la capacidad de ver -o imaginar- algo que todavía no existe pero que al poder verlo, le permite enfocar sus esfuerzos hacía ese lugar que aún no existe pero dónde muy probablemente se estará en un tiempo.

Si uno le pregunta a un trabajador de una empresa, elegido de manera aleatoria, sobre la visión de la empresa y éste no sabe respónderle, entonces es imposible imbuirle un sentido de urgencia a lo que éste hace, pues probablemente termine preguntándose a sí mismo la razón por la cual hay tanto apuro en hacer las cosas, lo cual termina disrumpiendo su calmado, nada cambiante -y ya de por sí estresante para él- día a día laboral. En conclusión sin una visión clara de un objetivo superior a alcanzar no es posible tener sentido de urgencia en lo que se hace.

Finalmente, en una empresa muchas veces existen visionarios: individuos que no se conforman con aceptar el estado actual de cómo funcionan las cosas y que constantemente cuestionan el por qué debe algo ser de una manera que quizás está sujeta a mejora. Estos individuos, denominados intraemprendedores, no siempre ocupan los cargos más altos pero gran parte del tiempo marcan la pauta de las acciones que la organización emprende y usan su influencia, habilidades y conocimientos para no solamente lograr que algo pase sino para imbuirle sentido de urgencia a la organización completa. 

How does Netflix know what movies I like?

What does Statistics have to do with Netflix knowing what movies you will like? A lot. Specifically with something called correlation. In Statistics, correlation allows us to measure the degree in which two different phenomena are related to one another. It is certainly possible to find correlations everywhere, for example:

  • Temperatures in the summer and sales of ice cream.
  • Completed years of education, the higher your potential to earn.

When one of them goes up, so does the other one. These types of relationships, for example the one of the temperature and ice cream sales, can be represented by a graphic called scatter plot, like the one below:

But then, how does Netflix know me so well to know what movies I will like?  The answers is that it does not know you but it can predict what you will like through the usage of complex statistics using the data of the films you have liked in the past based on how you —and other customers— have rated them.

Netflix estimates that 75% of user activity is driven by automated recommendations that the service provides to its users. Back in 2006, Netflix launched a contest called Netflix Prize in which any person was invited to came up with a new algorithm that improved the existing Netflix recommendation system by at least 10 percent (that is 10 percent more accurate in predicting how a customer would rate a film after watching it). The individual or team that accomplished this feat would obtain one million dollars.

Using what they called “training data” —more than 100 million ratings given to 18,000 films by 480,000 Netflix customers— thousands of teams from 180 countries developed improvements to the existing algorithm to accurately predict the actual rating these customer will give to a selected group of films. After three years of perfecting the algorithm and thousands of attempts by the participants, Netflix declared a winner: a team of seven people conformed by statisticians and computer scientists from several countries.

What this algorithm does is an automated version of what we have been doing for several years to pick a movie to watch: find somebody with a taste in movies that matches yours and ask for a personalized recommendation, knowing that if that person’s likes and dislikes closely approach yours then that person’s choice will be similar to yours. In Statistics this is called correlation.

We can say that two specific variables are positively correlated if a change in one is directly associated to a change in the other one, always in the same direction, this could be the case for the relationship between height and weight. This is because people who is taller generally weigh more (on average); and people who is shorter tend to weigh less (also, on average).

The reason why I emphasize that these associations are not exact but average is because not every observation fits exactly an specific pattern. In some cases, short people weigh more —much more— than tall people,  and in other cases, people who don’t exercise at all are slender than people who frequently exercise. 

One interesting characteristic about correlation as a statistical tool is that it is perfectly possible to express an association among two specific variables in a simple but very descriptive statistic called the correlation coefficient, which features two interesting points to notice. Firstly, that coefficient is just a simple number whose range goes from –1 to 1. When a correlation coefficient is 1, also known as perfect correlation, it implies that an alteration in one of the variables is directly linked to an equivalent change in the other variable in the same direction, and when the correlation coefficient is –1, also known as perfect negative correlation, it implies that an alteration in one of the variables is directly linked to an equivalent change in the other variable, but this time, in the opposite direction. When the correlation coefficient gets closer to either 1 or –1, then it is said that the correlation is stronger. Plus, when the correlation coefficient is 0 or close to 0, then it is said that there is no correlation between the two variables, to make this point clear, we can use the example of the —ridiculous and non existent— correlation between the number of shoes a person owns and the weight of that person. Secondly, when the correlation coefficient is expressed no units are involved, no matter what the nature of and how different each of the variables is, such is the case of the correlation between a variable expressed in units (number of shoes) and a variable expressed in kilograms (weight of a person).

Finally, the most important feat that, in Statistics, a correlation coefficient allows us to do is to simplify what could be very complex relationships among tons of pieces of data —which would require several different charts and tables to express— using an extremely simple descriptive statistic, the same one that Netflix uses to give us an extremely accurate recommendation of the next movie we will watch.

We all are experts in something (and why you should make the most out of it)

Yes, we all are. This affirmation might seem a little odd but I am absolutely convinced that you do not need a master or doctoral degree to become an expert. 

First, I wanted to make clear what, academically, means to be an expert, to achieve mastery in a topic or field, and that led me to look for the definition of a master degree. By definition, those individuals who obtain a master degree are considered experts in one (or more) specific topic(s).

According to the portal Top Universities this is the definition of a master degree:

A master’s degree is an academic qualification granted at the postgraduate level to individuals who have successfully undergone study demonstrating a high level of expertise in a specific field of study or area of professional practice. Students who graduate with a master’s degree should possess advanced knowledge of a specialized body of theoretical and applied topics, a high level of skills and techniques associated with their chosen subject area, and a range of transferable and professional skills gained through independent and highly focused learning and research.

While this definition makes complete sense, according to Malcolm Gladwell in his best seller book “Outliers”, to really achieve mastery, there are a number of factors to consider, but one of the reasons individuals become not only proficient at something but real experts is an insane amount of hours of practice under the appropriate conditions, which is also called delivered practice.

Formal education is definitely useful to achieve mastery at something but without the required hours of delivered practice, it is definitely not possible to become an expert. In the same way that children learn to speak a language —even a difficult language as German, for example— through continous trial and error, if formal education or even self education delivered for a determined period of time is added to the learning process, any given person might perfect their skills to acquire the expert status. 

Therefore, we can assert that when an individual has devoted countless hours of practice to an specific activity, be it part of their regular work or a personal hobby, under an specific context, that individual might have developed skills and knowledge that an average person does not possess. That is to say, that an expert is not necessarily someone whose knowledge and skills are absolutely the best in a field, but someone whose knowledge and skills are even slightly superior to those of the average person and is capable to use them to solve a problem or to help someone else to solve a problem.

Every person we know could be an expert in something, even when that person is not conscious about it. For example, we all know somebody who knows a little more than we know about technology and gadgets. This person is the first one we think about when we experiment a technology problem, that person might be 13 years old or 50 years old, male or female, no matter who that person is providing that they can help us to solve an specific problem, that person is an expert to us.

A single mother who has raised four children will definitely have a lot of tips and knowledge about upbringing in her YouTube channel that can be highly valuable to any new mom looking to raise her first child. A carpenter with no formal education who owns a workshop and has been in the business for two decades could possibly write a 500 page e-book on  carpentry that a Fortune 500 CEO with a passion for woodwork will possibly find extremely interesting. A 11 year old high school student who is passionate about Minecraft could write a daily posts in his blog about tips and techniques for the videogame that many grown-up gamers might find very useful. Again, formal education for these individuals will definitely create more value for them but without devoting hours and hours of practice, mastery will be just an illusion.

Every one of us is an expert in something we have probably been doing during some time of our life, but then real goal is finding what of all that we know might bring value to the lives of other people, because we know a little bit more about it than everyone else and can use to help others.

The reason we want the latest gadgets

Did you know that according to a neuroimaging research Apple products have the capacity to activate the same parts of the brain in its fans as religious images trigger in a religious person?. Well, that is no surprise since last september Apple announced it had sold more than 13 million new iPhone 6s and iPhone 6s Plus models, a new record, just three days after launch. Every time a new iPhone model is released, we see scenes from around the world of hysteria and insane competition for being in the privileged first group of people to possess this gadget.

According to a research by Dr. Sundeep Teki, a Sir Henry Wellcome Postdoctoral Fellow in Neuroscience based at the Ecole Normale Superieure, Paris and the University of Oxford where he investigates learning and memory for natural sounds like in speech and music, the real reason why certain individuals show this behavior when exposed to these stimuli is tightly related to the human brain and not so much to the magic of Apple products. Initially we might assume that it is the magical effect that Apple products entail because of their superb product design, exquisite attention to detail or something more difficult to describe. Maybe we are wrong and it is actually something else. The human mind is biologically set to seek fulfillment of several basic needs such as: shelter, security, affection, status, etc. Basically, as Martin Lindstrom affirms in his book Small Data, the main reason why humans do everything we do is desire. It is what motivates us to make every decision either explicit or autonomous, in our life.

The moment we obtain what we desire,  a mechanism in the striatum, the reward network of the brain, is activated, which as a result produces a chemical called dopamine, with a neurotransmission role in the brain,  that leads to demeanors of several types depending on which of the brain’s pathways it is operating in. Dopamine actually has a lot of functions in the brain, from movement to control of attention, but at the same time it might be involved in addiction of any nature as well. That could be the reason of a shopper’s compulsive behavior, which is only satisfied when the reward is obtained with the associated increase in the level of dopamine in the brain.

But not everything with dopamine is related to pleasure but also with an attempt to obtain that pleasure, which can involve certain feelings of stress, such as the case when gamblers play lottery or casino games and experiment excitement when they are close to win and that feeling lead them to keep trying. These feelings are not pleasurable at all but more related to distress for those individuals, but due to the release of dopamine in the brain, they feel some pleasure in a certain way, because when they undergo this experience the feeling of mastery of the game is high when in reality it is confused for acquired skill. But dopamine is not only related to the search of pleasant or exciting experiences but also to the rejection of certain experiences, such is the case of war veterans that cannot stand gun sounds or any sort of reference that reminds them of armed struggle.

Modern society nowadays has to our disposal all the necessary to satisfy not only our basic needs (biological, safety needs) but also our higher level needs (love, esteem, self-actualization needs) through a variety of products and services which we can access more easily through the Internet, and by mixing two disciplines such as neuroscience and marketing, we have developed a new discipline called neuromarketing which makes smart use of psychology, biology and neuroscience to identify patterns in human behavior and to undestand consumers needs so that they can properly satisfy them even before the consumers are conscious of their desire. Marketing has always tried to understand what consumers want to try to satisfy their needs, but it is even better -through neuromarketing- that someone tries to satisfy our needs before we even know what we want, isn’t it? .
 

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The old pair of sneakers that saved Lego

If there is a catchphrase in the corporate world lately, that is definitely Big Data, which can be defined as the storage of huge amounts of data from every possible source and its use for determining repetitive patterns. Personally, I believe that the correct term should be A lot of Data because we are not talking about how big every piece of data is but the massive amount of data we are handling.

For this reason, Martin Lindstrom, author of the international bestseller, Buyology, in his latest book Small Data says that “Big Data is data and data favors analysis over emotion” and also states that it is difficult for him to imagine data capturing many of the emotional qualities that we -humans- most value, such as: beautiful, friendly, sexy, awesome, cute, etc., and this is because if data itself could only express the purest emotional decisions humans make, then accountants, and not poets, would be the cultural prototype for great lovers in history.

Saatchi and Saatchi CEO, Kevin Roberts, indicates: ”great brands have two advantages: (1) they evoke respect for their technological performance, durability, and effectiveness; and (2) they evoke love because… we love them”. This could be the case of brands like Disney, Lego or Apple. They are both respected and loved and this exactly at what Big Data is not proficient at: measuring certain aspects, such as love.

And here is where the interesting story develops: it was the the first half of the decade of the 1990s and Lego’s sales were declining which had executives of the company worried about studies that indicated a trend in which children were beginning to migrate to another type of games that more easily provided them with instant gratification. In response to these trends showed by those reports, the company executives were considering making Lego game sets easier to complete, in other words: dumbing the toys down. At that time, Lego started to move on towards different business lines -theme parks, children’s clothing lines, video games, books, TV programs, etc- and, at the same time, thinking of manufacturing bigger bricks for the ease of use of its toys by children. All of this because the future seemed to be doomed: future generations would lose interest in LEGO.

But, in an unexpected turning point, everything changed as a result of a visit Lego marketers paid to the home of an 11 year old boy in Germany by early 2004. That same day, Lego executives realized that everything they though they knew through studies and reports was completely wrong.

This boy was not only a Lego enthusiast but also an assiduous skateboarder that when asked which one of his possessions he was most proud of, did not hesitate to signal to a pair of Adidas sneakers with ridges and nooks along one side. He explained proudly to them that they were kind of a trophy, gold medal or masterpiece. In fact, those frayed sneakers were the evidence to his friends that he was one of the best skateboarders in the city, because one side of the sneaker was worn down right when the grip tape of the skateboard scratches it. It all fitted perfectly.

At that very instant, it all made sense for the Lego marketers. They realized that children acquire social status among their peers through the mastery of a skill, no matter what skill that is. The same occurs when this kid receives a Lego game set for his birthday, which causes he wakes up at 4 am and stays until midnight to try to build it no matter how long it takes. The satisfaction lies in the fact of having something tangible to show his mastery, in this case it could be a finished Lego model or even a pair of worn down sneakers.

Until that moment, all the decisions that Lego made were based on Big Data, but that small insight caused that Lego did the opposite to what the reports and studied suggested. They made their toys even more difficult to assemble and more thematic -Star Wars, Minecraft, etc.- to attract more children. Almost ten years later, Lego released a super successful movie and surpassed Mattel to become the world’s largest toy maker.

All of this is the opposite of Big Data, according to Martin Lindstrom it is called Small Data, and it means treating humans not as a number but as humans. You can buy the book from Amazon in the following link:

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You can also watch a shot video for an interview to Martin Lindstrom about his book

Cliente, véndase a si mismo (Parte I)

El título de este artículo es el de uno de los capítulos más atrayentes que tuve la oportunidad de leer del libro ¨Nosotros es más inteligente que yo¨ de Barry Libert y Jon Spector, dos experimentados ejecutivos de marketing que analizan en su obra el poder social del marketing y las redes para lograr resultados excepcionales, basándose en casos impecablemente expuestos y sustentados.

Entre los ejemplos citados por los autores sobre el uso acertado del crowdsourcing, me interesó mucho el que trata acerca de Procter & Gamble en USA, donde a través de un uso inteligente del marketing boca-oreja y de un presupuesto de campaña para nada ingente se pudo lograr una de las mejores campañas sociales de marketing. Con un slogan que nos hace saber que ¨tres mil millones de veces entran en las vidas de la gente de todo el mundo¨, P&G también accede a la vida de las personas de otra manera: ofreciendo los servicios de cientos de miles de madres y adolescentes como vendedores que hablan y comunican las bondades de sus productos.

Los conectores, como P&G les denomina, son ya sea madres jóvenes con hijos menores de edad, que llegan en número a casi medio millón, o adolescentes muy sociables, aproximadamente un cuarto de millón en el caso de estos; que, para darse una idea de su alcance, conectan diariamente con unas veinticinco personas en el caso de las madres, en comparación a los cinco contactos diarios de una madre común, y que poseen unos ciento cincuenta amigos en el caso de los adolescentes, a comparación de los veinticinco amigos con los que tiene contacto un joven promedio. Estos contactos generalmente se realizan a través de medios electrónicos, contacto directo o cupones.

Bajo la premisa de que a todos nosotros nos gusta hablar sobre los productos que compramos y utilizamos, se calcula que cada semana una persona corriente menciona cincuenta y siete veces marcas concretas en casi un centenar de conversaciones que entabla de manera social. Esto representa una gran oportunidad de llegar a un público, generalmente, asiduo de intercambiar experiencias, teniendo en cuenta que varios estudios demuestran que los consumidores actuales confían mucho más en lo que les transmite un amigo de confianza o una persona a la cual respetan, que en lo que difunden los anuncios de televisión u otros medios publicitarios.

Esta iniciativa consta de dos partes distintas: Vocalpoint, que utiliza a las madres con hijos menores de edad y se centra en productos de P&G, y Tremor, que cuenta con adolescentes con alta capacidad de llegada y trabaja productos de clientes de P&G.

Un caso de éxito de la división Vocalpoint, constituyó el lanzamiento del lavavajillas Dawn Direct Foam, donde el director de campaña percibió la conexión de las madres con el producto cuando lo miraban y exclamaban: ¨¡es tan práctico! hasta mis hijos querrán ayudarme en casa¨, lo que llevó a establecer el tema de conversación de las madres en su campaña boca-oreja, ofreciendo consejos útiles para conseguir que los niños realizaran más tareas domésticas, lo que resultó en un incremento de ventas del producto de casi el doble desde su lanzamiento.

Otro caso de éxito, esta vez de la división Tremor, ocurrió en el año 2005, cuando la industria lechera de USA preparaba una campaña dirigida a que los adolescentes reemplazaran el consumo de bebidas gaseosas por el consumo de leche, tres veces al día de manera ideal, con el objetivo de alcanzar un peso y grasa corporal saludables. Como parte de esta campaña denominada ¨3X/Day¨, los adolescentes conectores recibieron pulseras con el logo del proyecto y material informativo acerca de los beneficios de tomar tres vasos de leche al día e incluso la posibilidad de registrarse en un sitio Web para descargar un diario de seguimiento de su progreso en el reto así como de recibir una pulsera por correo. Como resultado de la campaña, se consiguió que casi un millón y medio de adolescentes hablaran y consumieran mas leche y por ende un considerable aumento en las ventas.

En conclusión, casos como estos nos recuerdan que muchas veces las marcas, especialmente en medios tradicionales, piensan que el consumidor es el mismo que el de hace 30 años, donde comprar una pauta publicitaria televisiva significaba hacerle saber al consumidor sobre, prácticamente, la única alternativa de compra que tenía a su disposición. El caso de éxito de P&G, una de las más grandes trasnacionales fabricantes de productos de consumo masivo a nivel mundial, en el uso a su favor de los contactos de sus mismos consumidores, refuerza la premisa de que una de las formas más potentes de marketing se da a través de un mensaje positivo procedente de un amigo de confianza, o como indicaba el mismo A.G. Lafley, director general de P&G ¨el consumidor se ha convertido en el mejor vendedor¨.

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