{"id":115810,"date":"2020-06-23T13:29:54","date_gmt":"2020-06-23T10:29:54","guid":{"rendered":"https:\/\/www.enerjigazetesi.ist\/?p=115810"},"modified":"2020-06-23T13:32:38","modified_gmt":"2020-06-23T10:32:38","slug":"inceleme-hikaye-anlatabilen-yonetici-zirveye-cikar","status":"publish","type":"post","link":"https:\/\/www.enerjigazetesi.ist\/en\/inceleme-hikaye-anlatabilen-yonetici-zirveye-cikar\/","title":{"rendered":"(Turkish) \u0130nceleme: ‘Hik\u00e2ye Anlatabilen Y\u00f6netici Zirveye \u00c7\u0131kar'"},"content":{"rendered":"

Sorry, this entry is only available in Turkish<\/a>. For the sake of viewer convenience, the content is shown below in the alternative language. You may click the link to switch the active language.<\/p>

<\/p>\n

Vak\u0131fBank K\u00fclt\u00fcr Yay\u0131nlar\u0131’ndan \u00e7\u0131kan \u201cY\u00f6neticinin Gen\u00e7 Bir Yazar Olarak Portresi\u201d, hik\u00e2ye anlatman\u0131n \u015firketler ve y\u00f6neticilerin kaderini belirledi\u011fini ortaya koyuyor. Kitapta, d\u00fcnya devi markalardan Steve Jobs, Umberto Eco ve Tim Cook gibi \u00f6nemli isimlere at\u0131fta bulunan Philipp Sch\u00f6nthaler, zirveye \u00e7\u0131k\u0131\u015f \u00f6yk\u00fclerinden kesitler sunuyor, g\u00fcn\u00fcm\u00fczde hik\u00e2ye anlatabilenlerin ba\u015far\u0131l\u0131 oldu\u011funu s\u00f6yl\u00fcyor.<\/strong><\/h1>\n

Vak\u0131fBank K\u00fclt\u00fcr Yay\u0131nlar\u0131 (VBKY)<\/strong> \u201cY\u00f6neticinin Gen\u00e7 Bir Yazar Olarak Portresi:<\/strong> \"\"Ekonomi-Edebiyat \u0130li\u015fkisi Hakk\u0131nda Bir Yard\u0131m Eli\u201d<\/strong> isimli kitab\u0131 okurla bulu\u015fturuyor. Alman yazar Philipp Sch\u00f6nthaler<\/strong> kitapta, tarihi olaylar e\u015fli\u011finde teknoloji, g\u0131da, telekom\u00fcnikasyon, giyim<\/strong> ve otomotiv<\/strong> devlerine at\u0131fta bulunuyor.<\/p>\n

Sch\u00f6nthaler<\/strong>, CEO\u2019lar\u0131n zirveye \u00e7\u0131k\u0131\u015flar\u0131ndan anekdotlar<\/strong> s\u0131ralarken, global \u00f6l\u00e7ekli dev markalar\u0131n \u00fcr\u00fcnlerini sunarken nas\u0131l ba\u015far\u0131y\u0131 yakalad\u0131klar\u0131n\u0131<\/strong> anlat\u0131yor. \u00c7evirisi Emre G\u00fcler<\/strong> taraf\u0131ndan yap\u0131lan kitapta Sch\u00f6nthaler, her \u015feyin merkezinde iyi hik\u00e2ye anlatman\u0131n yer ald\u0131\u011f\u0131n\u0131<\/strong> s\u00f6yl\u00fcyor.<\/p>\n

D\u00fcnyan\u0131n en eski mesle\u011fi<\/strong><\/h2>\n

G\u00fcn\u00fcm\u00fczden binlerce y\u0131l \u00f6nce ilkel insan do\u011fadan korktu\u011fu<\/strong> i\u00e7in do\u011faya \u00f6yk\u00fcnmek<\/strong> istedi \u00e7\u00fcnk\u00fc ba\u015far\u0131ya b\u00f6yle ula\u015faca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnd\u00fc. Ate\u015fin ba\u015f\u0131nda do\u011fan\u0131n<\/strong> ve y\u0131rt\u0131c\u0131 hayvanlar\u0131n<\/strong> d\u00e2hil edildi\u011fi \u00f6yk\u00fcler anlatt\u0131, efsaneler tasarlad\u0131. Bununla yetinmedi, korkular\u0131n\u0131 ma\u011faralara resmetti. \u0130nsan, zamana ve mek\u00e2na meydan okudu, her ko\u015fulda hik\u00e2ye<\/strong> anlatt\u0131 \u00e7\u00fcnk\u00fc hik\u00e2yesi g\u00fc\u00e7l\u00fc olanlar\u0131n<\/strong> s\u00f6z sahibi olaca\u011f\u0131n\u0131 iyi bilirdi\u2026 Sch\u00f6nthaler<\/strong>, d\u00fcnyan\u0131n en eski mesle\u011finin hik\u00e2ye anlat\u0131c\u0131l\u0131\u011f\u0131<\/strong> oldu\u011funu ifade ediyor.<\/p>\n

Dev markalar\u0131n ba\u015fvurdu\u011fu y\u00f6ntemdir<\/strong><\/h2>\n

Mevzunun 90\u2019l\u0131 y\u0131llara<\/strong> gelindi\u011finde farkl\u0131 bir boyut kazand\u0131\u011f\u0131na dikkat \u00e7eken Sch\u00f6nthaler, y\u00f6neticilerin, \u00fcr\u00fcnlerin pazarlanmas\u0131nda hik\u00e2yeye ba\u015fvurdu\u011funu<\/strong> s\u00f6yl\u00fcyor. Bug\u00fcn Silikon Vadisi\u2019<\/strong>nin dahi temelinde bir hik\u00e2ye<\/strong> yat\u0131yor. Y\u00f6neticilerin, CEO\u2019lar\u0131n g\u00f6mleklerinden duru\u015flar\u0131na, sa\u00e7 \u015fekillerinden konu\u015fma h\u0131zlar\u0131na, tan\u0131tt\u0131klar\u0131 \u00fcr\u00fcnlerden tan\u0131tma \u015fekillerine kadar her a\u015famada<\/em> bir hik\u00e2ye var. Ama\u00e7 ise belli, ku\u015fkusuz ba\u015far\u0131ya uzanmak, mesaj\u0131 do\u011frudan iletmek, hedef kitleyi \u00e7embere almak!<\/strong><\/p>\n

Steve Jobs\u2019tan Tim Cook\u2019a\u2026<\/strong><\/h2>\n

Sch\u00f6nthaler kitab\u0131na, Steve Jobs<\/strong>\u2019\u0131n 12 Haziran 2005’te Stanford \u00dcniversitesi mezunlar\u0131na yapt\u0131\u011f\u0131 konu\u015fmay\u0131 referans alarak ba\u015fl\u0131yor. \u0130lerleyen sayfalarda ise Walter Benjamin, Nietzsche, Tim Cook, Alasdair McIntyre, Umberto Eco ve Jean-Paul Sartre<\/strong> gibi finans, edebiyat ve d\u00fc\u015f\u00fcnce tarihine damgas\u0131n\u0131 vuran daha onlarca \u00f6nemli ismin ya\u015fam\u0131ndan, fikirlerinden ve \u00e7al\u0131\u015fmalar\u0131ndan kesitler sunarak devam ediyor. Sch\u00f6nthaler, hik\u00e2ye anlat\u0131c\u0131l\u0131\u011f\u0131na, pazarlama faaliyetlerinden<\/strong> organizasyonlardaki zay\u0131fl\u0131klar\u0131n saklanmas\u0131na, kullan\u0131lmayan kaynaklar\u0131n harekete ge\u00e7irilmesinden i\u015f g\u00f6r\u00fcr hale getirilmesine<\/strong> dek her alanda etkin bir \u015fekilde ba\u015fvuruldu\u011funu vurguluyor. Ve y\u00f6ntem global \u00f6l\u00e7ekli dev \u015firketlerin k\u00e2r oranlar\u0131ndan anla\u015f\u0131ld\u0131\u011f\u0131<\/strong> kadar\u0131yla i\u015fe de yar\u0131yor. \u00dcr\u00fcn\u00fcn\u00fc g\u00fc\u00e7l\u00fc<\/strong> ve inand\u0131r\u0131c\u0131 hik\u00e2yeyle destekleyen<\/strong> ise ba\u015far\u0131n\u0131n ta kendisi oluyor.<\/p>\n

B\u00fcy\u00fck kalabal\u0131klara konu\u015fmak \u015fart<\/strong><\/h2>\n

G\u00fcn\u00fcm\u00fczde hik\u00e2ye anlat\u0131c\u0131l\u0131\u011f\u0131n\u0131n bilgi \u00fcretiminin merkezinde yer ald\u0131\u011f\u0131n\u0131 s\u00f6yleyen Sch\u00f6nthaler, dev markalar\u0131n hik\u00e2ye anlatmak<\/strong> i\u00e7in ekipler kurdu\u011funun bilgisini payla\u015f\u0131yor. CEO\u2019lar\u0131n veya genel m\u00fcd\u00fcrlerin \u00e7ok iyi birer konu\u015fmac\u0131 ya da hik\u00e2ye anlat\u0131c\u0131s\u0131 olmak<\/strong> zorunda oldu\u011funu belirtiyor. Sch\u00f6nthaler\u2019ya g\u00f6re art\u0131k toplum g\u00f6n\u00fcll\u00fcs\u00fc<\/strong> olarak \u00e7al\u0131\u015fman\u0131n veya b\u00fcy\u00fck maddi ba\u011f\u0131\u015flarda<\/strong> bulunman\u0131n yetmedi\u011fi an dev konferans salonlar\u0131nda<\/strong> b\u00fcy\u00fck kalabal\u0131klara konu\u015fuluyor. Sch\u00f6nthaler, \u015fu sat\u0131rlar\u0131 kaydediyor:<\/span><\/p>\n

\u201cHik\u00e2ye anlat\u0131c\u0131l\u0131\u011f\u0131<\/strong> y\u00f6netiminde hik\u00e2ye ve y\u00f6netim kavramlar\u0131<\/strong>n\u0131n her ikisi de bir tek temellendirmeye gereksinim duyan bir anla\u015fma\/ittifak<\/strong> i\u00e7erisine girer. Y\u00f6netimde faydac\u0131l\u0131k h\u00fck\u00fcm s\u00fcrer. Hik\u00e2yeler ili\u015fkileri \u00f6teden beri karma\u015f\u0131k bi\u00e7imde d\u00fczenlemektedir. Bu i\u015flevleriyle son zamanlarda kendini esasen farkl\u0131la\u015fma \u00fczerinden tan\u0131mlayan modern toplumlar<\/strong> i\u00e7in \u00e7ekici h\u00e2le gelmektedirler\u2026<\/strong> Bulant\u0131 adl\u0131 roman\u0131nda Jean-Paul Sartre<\/strong>, \u2018Bir insan her zaman i\u00e7in bir hik\u00e2ye anlat\u0131c\u0131s\u0131d\u0131r,\u2019 diye ba\u015fkarakterine kafa yordurur: \u2018O, ba\u015f\u0131ndan ge\u00e7en her \u015feyi hik\u00e2ye bi\u00e7iminde g\u00f6r\u00fcr.\u2019 \u0130ngiliz yazar A.S. Byatt<\/strong> \u015f\u00f6yle der: \u2018Anlatmak, insan do\u011fas\u0131n\u0131n nefes almak<\/strong> ve kan dola\u015f\u0131m\u0131<\/strong> gibi bir par\u00e7as\u0131d\u0131r.\u2019 Ahlak filozofu Alasdair McIntyre<\/strong>, \u2018\u0130nsan, \u00f6z\u00fc itibar\u0131yla hik\u00e2ye anlatan<\/strong> hayvand\u0131r,\u2019 varsay\u0131m\u0131nda bulunur. \u2018\u0130nsan, do\u011fas\u0131<\/strong> itibar\u0131yla hik\u00e2ye anlatan<\/strong> hayvand\u0131r,\u2019 diyen \u0130talyan g\u00f6stergebilimci ve \u00e7ok satan yazar Umberto Eco<\/strong> da adeta kelimesi kelimesine ayn\u0131 fikirdedir.\u201d<\/p>","protected":false},"excerpt":{"rendered":"

Sorry, this entry is only available in Turkish. For the sake of viewer convenience, the content is shown below in the alternative language. You may click the link to switch the active language. Vak\u0131fBank K\u00fclt\u00fcr Yay\u0131nlar\u0131’ndan \u00e7\u0131kan \u201cY\u00f6neticinin Gen\u00e7 Bir Yazar Olarak Portresi\u201d, hik\u00e2ye anlatman\u0131n \u015firketler ve y\u00f6neticilerin kaderini belirledi\u011fini ortaya koyuyor. Kitapta, d\u00fcnya devi […]<\/p>\n","protected":false},"author":1,"featured_media":115814,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[51,53,52],"tags":[74364,74365,74368,74362,52259,74363,74359,74366,74367,74358,20387,74356,21357,74357,74355,74360,74361],"views":106,"_links":{"self":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/115810"}],"collection":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/comments?post=115810"}],"version-history":[{"count":0,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/115810\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media\/115814"}],"wp:attachment":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media?parent=115810"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/categories?post=115810"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/tags?post=115810"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}