In the 10 previous chapters of the series Iceberg I've worked with the diagnosis of our personal brand: perceived identity, own identity, digital identity identity by name in search engines, on social media and by keywords.
I have also dealt with Elena Arnaiz the "D" of "Weaknesses" of DAFO, the "F" of Strengths with Xavi Roca. And today I start with the outside of the DAFO trying the "A" of Threats with my colleague and admired Arancha Ruiz, talentista, one of the pioneers in personal brand management and author of books "The map of your talent", "What the Headhunter is looking for" and "Now or never". A woman who has been able to deal with threats and turned them into opportunities.
If you're wondering why I chose that showy image, in the animal and plant kingdom, flashy colors often appear in poisonous species, so they're actually warning of their potential danger, the predator recognizes them and thus avoids being hunted.
If you're short on time, I invite you to see this summary:
Why it's important to know the threats
It's critical to know everything that might negatively affect your business model from the outside.
A few days ago, with my fellow TEDxEixample, we had the opportunity to help prepare an online TEDx talk Juanma Freire titled "Can we evolve from Homo Sapiens to Homo Cooperator?". Among the threats detected by this nuclear physicist and specialist in Open Innovation, I was struck by one referring to professionals engaged in translation.
Juanma told us that he explained to a translator friend that in a short time (Weeks, Maybe) any of us will be able to travel to Japan, and with headphones connected to an app and a 5G network, you will be able to listen to a real-time translation of what any Japanese in your native language explains to us… What an irony! what's a threat to some is an opportunity for others.
We must sense the signs of alarm, threat, like shift levers
But like a wolf mom who smells danger and makes her puppies safe, people we must perceive the signs of alarm, threat, like shift levers.
Juanma's friend knows that in two years his business model will have mutated. But you also know that your skills as a translator will prompt you to spot new opportunities.
In my case, the deadliest threat I've ever detected is to expect something to happen. Without going looking for it and not having the right human equipment to make it happen.
Arancha Ruiz: threats sharpen ingenuity, generate riddles, they are reluctant to instinct, And more!
It's often called “Threats” factors in the environment that pose difficult-to-navigate challenges. People are unique in identifying threats…And also by voceting them! The news, gossip, the word that jumps from head to ear helps to increase fears of these giants that are scariest than the windmills of Quixote.
However, threats also have their positive side. How you read it. Because they sharpen ingenuity, generate riddles, they are reluctant to instinct and prevent individuals and organizations from sleeping on their laurels and not being able to look beyond their oronda belly.
Threats are born of weaknesses that prevent them from being addressed as opportunities
There's a motto I apply a lot in my life: If a problem approaches, you already have one thing to do: Solve. If the problem has no solution, it's not a problem but a new situation, so you better get used to it as soon as possible. And most of all, don't confuse each other. It is my particular adaptation of the phrase of wisdom coined by Reinhold Niebuhr “Sir, give me strength to change the things I can change and patience to endure the things I can't change. And wisdom to distinguish them”.
We must be able to anticipate threats, read the first signs and activate the talent to develop skills that allow us to face them.
COVID becomes a threat when we believe it can defeat us. That he can stop us We won't let him!
The opportunity is to believe that talent, as people's unique ability to add value by collaborating with other individuals, Expire. To dream that he is a gentleman who together with his faithful squire can change the world in which he is. Because while still dreaming about it, he keeps trying.. And by persisting they can find the strength to change reality.
Types of threats
Threats come from multiple fronts. And let's think that every missed opportunity is also a threat.
Imagine you're the translator from the example above. You work for a translator agency, but by projects. You haven't considered having your own translation services website. You also don't have too much presence or essence on social media.
From the other side of the world, someone is looking for a person like you, with your competencies - almost unique- translation. They need a simultaneous translator for an important symposium. You're the perfect person. But they're not going to find you.. Missed opportunity. And it threatens, that can happen many times. You'll wonder if I'm the best, why they choose other people? As you say Ruben Montesinos, being good is fine, but you also have to look like it.
I distinguish threats in 8 Categories:
- Strong competition in your professional field
- Misuse of new technologies
- The methooism
- Difficulties in the current framework
- The legal framework
- The gifted horse
Here you can download in Excel the box with the Types of Threats.
Trends, an antidote to prevent threats and put us safe
A good way to prevent threats (Eye, not all can be prevented. Example: Covid19) is to analyze trends. And also trends that refer to technology.
If you're a car driver, Truck, you should know that less is missing for the arrival of autonomous vehicles.
There are two options. The main threat is to wait for the inevitable to arrive without doing anything. The option 2 is trying to somehow participate in that new business, either by creating apps, as a sales agent, Coordination, vehicle maintenance, Insurance...
There are many places and forums where it is possible to see what will happen in the short term. Although the long term is more complex, there are also opportunities, For example, the hatching of Senior and the increase in active life expectancy, representing a new business model for people in good health, some purchasing power, and a life ahead.
The action plan for your threats
Although business literature argues that threats are beyond our control, the truth is that we can exercise some control. We'll never be faster than machines, But we can think divergently, Guess, Anticipate and many other facets that at the moment put us ahead as humans.
The action plan for our threats consists of four parts once a possible threat has been identified:
Imagine that your main threat is the arrival of the autonomous vehicle:
- Design a strategy. Putting yourself on the winning side. You can help deploy 5G technology, create specific signage for the sensors of these vehicles, imagine new forms of entertainment for travelers, who should no longer be aware of driving…
- Analyze resources you need. List the resources you need to deploy that strategy, look for collaborators, business angels, software developers…
- Calendarizes. If you don't set a date, you won't have it ready when the time is right.
- Prepare the action plan, developing each of the stages, their needs...
Next day I close the personal DAFO dealing with opportunities, and I'll do it by the hand of another wonderful person. I hope you found the article helpful.. If so,, Thank you for commenting and sharing it!
Stock Photos from agsandrew / Shutterstock
Convinced that everything leaves a mark, I help companies better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (programs of branded internal ambassadors).
Socio of Soymimarca's Integra Personal Branding, Brand Directory of Omnia Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting and Quifer Consultores.
I participate in various programs at IESE, ISDI and EAE, among others. Collegiate advertising, Master in Marketing. Humanities Degree Student.
My advertising DNA comes from 20 years in agencies: Time/BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.