It is intriguing to observe how companies and human beings often behave in exactly the same way. Obviously, I am talking about communication, but the similarities also extend to behavior and character.<\/p>\n\n\n\n
\u201cWe\u2019ve lost color,\u201d I was saying a few days ago\u2014and we haven\u2019t lost it only in cars or restaurants. We\u2019ve lost it in our storytelling as well.<\/strong><\/p>\n\n\n\n These days, we are looking for someone to join LLiquida. We receive r\u00e9sum\u00e9s from young people and more experienced individuals, women and men, where the only thing that changes is the box containing personal data.<\/p>\n\n\n\n Beyond that, it\u2019s always the same sequence of expressions: a pile of prefabricated concepts that seem to come straight out of an automatic generator of reassuring mediocrity.<\/strong><\/p>\n\n\n\n Here it is: the Universal Candidate, the manifesto of blanding<\/em> applied to human beings:<\/p>\n\n\n\n \u201cDynamic and highly motivated profile, with a strong aptitude for problem solving and teamwork. Thanks to the experience gained over the years, I have consolidated an organizational leadership style that allows me to manage stress and act decisively in challenging contexts, without fearing positions of responsibility, with a view to continuous improvement.\u201d<\/p>\n\n\n\n If you read these lines and think, \u201cWell, there\u2019s nothing wrong with that,\u201d you\u2019ve already fallen into the grey trap: it\u2019s the white noise of nothingness.<\/strong><\/p>\n\n\n\n These words are like white boats at a boat show full of white boats: you don\u2019t see them. If everyone is \u201cdynamic,\u201d no one moves. If everyone solves problems, why are we still drowning in them?<\/strong><\/p>\n\n\n\n We flatten ourselves into the \u201cpre-packaged\u201d not out of laziness, but out of fear. Conformity guarantees that we won\u2019t be \u201cthe weird one.\u201d We are afraid to say who we really are because we fear that our truth might exclude us.<\/p>\n\n\n\n But it\u2019s exactly the opposite: your truth is your positioning.<\/strong><\/p>\n\n\n\n I am not a multinational corporation with an algorithm where the heart should be. I am a person who has to choose another human being to interact with, potentially eight hours a day. And in those r\u00e9sum\u00e9s, I never find a human being.<\/strong><\/p>\n\n\n\n I don\u2019t find dreams. I don\u2019t find idiosyncrasies. I don\u2019t find what you love or what you hate. It\u2019s absurd.<\/p>\n\n\n\n I help sell boats\u2014and yes, fishermen buy them too. If you tell me that after three interviews, we\u2019ve wasted hours of life we\u2019ll never get back.<\/p>\n\n\n\n And vice versa: if creating images with AI<\/strong> excites you so much that you forget to have dinner, that\u2019s the spark I\u2019m looking for. But if you don\u2019t write it, if you hide it behind a generic \u201cgood knowledge of IT systems,\u201d your application ends up in the black hole of emails<\/strong> half-read between an urgent phone call and a coffee.<\/p>\n\n\n\n The exact same thing happens with boats. The customer is looking for an emotion in exchange for a hefty check, and the shipyard responds with the usual grey catalog: \u201cInnovation rooted in tradition.\u201d<\/strong><\/p>\n\n\n\n Why don\u2019t you tell me who you are? Why don\u2019t you tell me that your boat is made for those who want to feel salt on their face, not for those who want to sit in a floating living room that looks like a Swiss clinic<\/strong>?<\/p>\n\n\n\n Value without color is a promise that doesn\u2019t shine.<\/strong><\/p>\n\n\n\n If you\u2019re the same as everyone else, the only remaining parameter to choose you by is price. And compromising on price is the beginning of the end\u2014whether you\u2019re a shipyard or a candidate.<\/p>\n\n\n\n Stop telling me you\u2019re \u201clike everyone else.\u201d Tell me why I should remember you when I close the email.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":" It is intriguing to observe how companies and human beings often behave in exactly the same way. Obviously, I am talking about communication, but the similarities also extend to behavior […]<\/p>\n","protected":false},"author":1,"featured_media":1631,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[580,581,176,171,583,571,17,582,579],"class_list":["post-1633","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-blanding","tag-brand-identity","tag-communication","tag-comunicazione-en","tag-human-resources","tag-marketing-nautico-2","tag-nautical-marketing","tag-risorse-umane"],"yoast_head":"\nThe Universal Candidate<\/strong><\/h3>\n\n\n\n
The Dictatorship of Conformity<\/strong><\/h3>\n\n\n\n
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The Shipyard (and Client) Paradox<\/strong><\/h3>\n\n\n\n