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<p>El fútbol es un deporte de masas. Sus expresiones más básicas, como dar patadas a un objeto que pueda desplazarse, se pueden observar en muchas clases de animales, no sólo los homínidos. Entre los seres humanos, se practica desde el origen de éstos permitiendo así algo tan habitual entre nosotros como dividirse en competidores y juntarse en equipos. Su práctica empieza a edades muy tempranas en los patios de los colegios durante cualquier recreo y da igual el tiempo disponible, el número de jugadores en cada equipo, la calidad del terreno de juego o las condiciones atmosféricas. Por eso todos, hombre y mujeres, sabemos, casi por instinto ancestral, algo de futbol.</p>\r\n
\r\n
<p>El fútbol, como la gestión, en principio, es fácil. Tiene 3 partes diferenciadas: <strong>Dirección</strong> => <strong>Ejecución</strong> => <strong>Resultados</strong>.</p>\r\n
\r\n
<p>Para cualquiera que ve algo de fútbol contemporáneo, más evolucionado que el del patio del cole, y que reconoce a muchos de los personajes que “pululan en las altas esferas de los clubes” sabe de la necesidad de una buena <strong><u>Dirección</u></strong>, así con mayúscula, con figuras como el presidente del club, el entrenador o el equipo técnico. Y son fundamentales porque son quienes fijan la <strong>estrategia</strong>, que puede poner el énfasis en crear afición, vender camisetas o ganar algún título, aunque sea el de “rajamantas anónimos”.</p>\r\n
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<p>Por regla general, los clubes tratan de conseguir varios <strong>objetivos</strong> a la vez, exactamente igual que hacen las empresas y organizaciones. Pero hay que priorizarlos. Al principio de cada temporada, los buenos clubes planifican con detalle, hasta las posibles lesiones y los planes de contingencia, con los recursos que tienen disponibles y tratarán de optimizar el uso equilibrado de todos ellos para conseguir los mejores resultados. Igual que hacen las organizaciones y empresas. Se trata de estar unidos con el mismo <strong>propósito</strong> en la cabeza a lo largo de toda la temporada.</p>\r\n
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<p>El papel del entrenador y del resto del equipo técnico es crear una <strong>cultura</strong> determinada, algo que caracterice el juego del equipo. El ataque directo, el contraataque o una defensa de contención.</p>\r\n
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<p>Un capitán de un equipo de fútbol va a ser, lo primero,<strong> </strong>el<strong> líder del equipo</strong> y parte de su papel es encarnar los<strong> valores </strong>de la entidad<strong>. </strong>Se configura como el eje motor capaz de<strong> movilizar</strong> el comportamiento en juego y la <strong>actitud</strong> del conjunto de jugadores, siendo correa de transmisión de los criterios del<strong> </strong>entrenador. Igual que hacen los directores (de marketing, de producción, de personas, de finanzas,…) en una empresa con sus equipos. Son claves para construir el espíritu de equipo y dar juego.</p>\r\n
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<p>Pero todo lo que se construye en los despachos y en el vestuario no sirve de nada sin llevarlo a la práctica, sin <strong><u>Ejecución</u></strong>. Y para que dicha ejecución sea eficaz más vale que tengamos en cuenta a todos los que rodean al equipo y al Club: la Federación, los accionistas, los patrocinadores, el Ayuntamiento de la ciudad, la afición, los “hinchas” y, por supuesto dentro del campo, los árbitros y un equipo con 11 excelentes jugadores. En el entorno empresarial estaríamos hablando del regulador, los inversores, los distribuidores, los proveedores, la sociedad más cercana, los clientes y, por supuesto, las personas que trabajan en la organización, que todos ellos constituyen los <strong>grupos de interés</strong> o partes interesadas.</p>\r\n
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<p>Para crear valor sostenible durante la ejecución, las empresas <strong>diseñan</strong>, <strong>comunican</strong>, <strong>venden</strong>, <strong>elaboran</strong> y <strong>entregan</strong> su propuesta de valor que busca generar una experiencia satisfactoria a todos los grupos de interés. Para cada partido se ajusta la alineación, con los mejores especialistas disponibles: portero, defensas, centrales y delanteros, liderados por el capitán, pero todos compartiendo el mismo propósito y deseos de triunfo. Se deciden modelos tácticos que incluyen elementos como la velocidad, el desdoblamiento, los cambios de ritmo, los apoyos, los desmarques…Curiosamente este lenguaje no es ajeno a los directores funcionales de las empresas. Al final, lo que se busca es crear una <strong>propuesta de valor ganadora</strong>.</p>\r\n
\r\n
<p>Y para que el valor que se genera sea sostenible no vale solo con el resultado del partido, sino que hay que atraer a la afición al campo, hay que jugar bonito, dar espectáculo, de forma consistente y siempre siguiendo la estrategia y las pautas del entrenador.</p>\r\n
\r\n
<p>Igual que las empresas y organizaciones trabajan hoy (<strong>funcionamiento</strong>) planificando a la vez el mañana (<strong>transformación</strong>), los equipos de futbol tienen que aprovechar los 90 minutos de partido dando lo mejor de sí mismos pero sin olvidar el partido de la siguiente jornada y de las otras competiciones en las que puedan jugar mañana o la semana que viene. Hay que evitar los problemas gordos de funcionamiento (roturas de stock, falta de liquidez por retrasos en los cobros,…), como los jugadores tratan de esquivar las tarjetas rojas. Aquí entra en juego la <strong>innovación</strong>, tan necesaria en la empresa como en el equipo de futbol cuando se ha producido la lesión de un jugador y tiene que quedar aparcado un tiempo. Inventar y desarrollar soluciones con otros elementos pero siguiendo el propósito común y la estrategia.</p>\r\n
\r\n
<p>Si todo funciona como debe, buena defensa, centro del campo ágil y delantera certera, llegarán los <strong><u>Resultados</u></strong> en forma de goles a favor. E iremos sumando puntos en el campeonato. Pero hay más resultados a conseguir hoy: una afición enganchada y satisfecha (e internacional, a ser posible), una buena relación con los demás clubes por la deportividad mostrada en el campo y fuera y unos jugadores que sudan la camiseta y están encantados con el equipo, no con su lucimiento personal. Además, hay que medir las <strong>percepciones</strong> de socios, aficionados, sociedad en general para ajustar comportamientos, redefinir estrategias y afinar tácticas en el futuro.</p>\r\n
\r\n
<p>Finalmente, como en el fútbol, donde el entrenador revisa el rendimiento del equipo y de los jugadores y las tácticas utilizadas para poder mejorar para el siguiente partido, el REDER EFQM (sistema de <strong>medición</strong> asociado al Modelo EFQM) se utiliza por las empresas y organizaciones. Con REDER, las organizaciones pueden revisar su negocio/actividad, el nivel de madurez de cada uno de los bloques de gestión (Dirección-Ejecución-Resultados) y el alineamiento general e integración entre los bloques. Como en el fútbol.</p>\r\n
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