During World War II, the brilliant mathematician and statistician Abraham Wald saved many lives thanks to just one logical decision. When the commanders of the US Army decided to additionally strengthen the aircraft, they began to act the correct, as it seemed to them, method: to analyze where the aircraft returning from the battlefield had the most bullet holes, and wanted to strengthen these places. Wald and his committee helped not to commit this simple human mistake, explaining that everything should be done exactly the opposite: if the planes with these "wounds" returned, then it is obvious that these places are already strong enough, it is necessary to look for something else in common - where all returned aircraft are not damaged. There, in the end, they installed additional armor.
The crisis and the subsequent decline in purchasing power, and consumer desire, of course, is not a war, but reports with negative numbers force companies to quickly look for ways to return the past. And unfortunately, many act on the principle of strengthening the damaged places in aircraft, completely not realizing that something else needs to be strengthened. After seeing a successful launch, they try to fall into the same niche, if not just copy. They are fighting for one client, not seeing that there are those for whom a suitable product has not yet been created. In very extreme cases, it all becomes like the shopping streets of eastern cities, in which, for example, you can find a street with 20 shops of aquariums with fish. Such streets appear simply: a neighbor opened a successful business - and after him they decided to repeat everything, without thinking aboutthat it would be possible to open a store at least for fish food or books for lovers of marine life. Fortunately, there are exceptions: those who correctly "patch" their business, using the crisis in order to remove unnecessary things and become better. They do not just create new watches, they create the future of watchmaking; they not only represent collections of jewelry, they become trendsetters in jewelry fashion. But most importantly, they do not proceed from the task of creating something that will bring a lot of income, which will attract this or that audience, but from the task, first of all, to create a good jewelry or watch. New numberthey not only represent collections of jewelry, they become trendsetters in jewelry fashion. But the main thing is that they do not proceed from the task of creating something that will bring a lot of income, which will attract this or that audience, but from the task, first of all, to create a good jewelry or watch. New numberthey not only represent collections of jewelry, they become trendsetters in jewelry fashion. But most importantly, they do not proceed from the task of creating something that will bring a lot of income, which will attract this or that audience, but from the task, first of all, to create a good jewelry or watch. New number Watches and Jewelry, one of whose main theme is the results of SIHH and Baselworld exhibitions, is about them.
Anna Minakova, Editor-in-Chief of RBC Watches and Jewelry >
