{"id":1039,"date":"2026-07-07T12:23:05","date_gmt":"2026-07-07T10:23:05","guid":{"rendered":"https:\/\/dlab.barcelona\/uncategorized-ca\/vinc-de-lasil-amb-catorze-persones-amb-malalties-mentals-i-volem-muntar-una-empresa\/"},"modified":"2026-09-18T19:52:42","modified_gmt":"2026-09-18T17:52:42","slug":"vinc-de-lasil-amb-catorze-persones-amb-malalties-mentals-i-volem-muntar-una-empresa","status":"publish","type":"post","link":"https:\/\/dlab.barcelona\/ca\/uncategorized-ca\/vinc-de-lasil-amb-catorze-persones-amb-malalties-mentals-i-volem-muntar-una-empresa\/","title":{"rendered":"\u00abVinc de l&#8217;asil amb catorze persones amb malalties mentals i volem muntar una empresa\u00bb."},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">DLAB Branding Atelier \u2014 Pillar 8: El cas La Fageda de l'Equilibri Invisible<\/p>\n\n<h2 id=\"h-cuarenta-anos-despues-esa-frase-es-el-mejor-resumen-posible-de-por-que-la-fageda-vende-cien-millones-de-yogures-al-ano-siendo-la-marca-mas-cara-de-su-categoria\" class=\"wp-block-heading\" style=\"font-size:16px\">Quaranta anys despr\u00e9s, aquesta frase \u00e9s el millor resum possible de per qu\u00e8 La Fageda ven cent milions de iogurts a l'any, sent la marca m\u00e9s cara de la seva categoria.<\/h2>\n\n<p class=\"wp-block-paragraph\">Era el 1982. Crist\u00f3bal Col\u00f3n Palas\u00edo era un psic\u00f2leg de Saragossa que feia quinze anys que treballava en hospitals psiqui\u00e0trics\u2014aleshores anomenats asils\u2014i que havia arribat a una conclusi\u00f3 inc\u00f2moda: el confinament no curava ning\u00fa. El que els seus pacients necessitaven era treballar realment, amb un prop\u00f2sit real, en un entorn que els tract\u00e9s com a persones.  <\/p>\n\n<p class=\"wp-block-paragraph\">Amb aquesta convicci\u00f3, i amb catorze persones amb malalties mentals sota la seva cura, es va presentar a les institucions de la regi\u00f3 de la Garrotxa amb la frase que obre aquest article. No tenia finan\u00e7ament, no tenia experi\u00e8ncia empresarial, gaireb\u00e9 res. Tenia una idea i una ra\u00f3 de ser que no deixava gaire espai per al debat.  <\/p>\n\n<p class=\"wp-block-paragraph\">D'aix\u00f2 va n\u00e9ixer La Fageda: una cooperativa sense \u00e0nim de lucre instal\u00b7lada a la Fageda d'en Jord\u00e0, al Parc Natural de la Zona Volc\u00e0nica de La Garrotxa, que avui reuneix m\u00e9s de 600 persones, produeix uns cent milions de iogurts a l'any i t\u00e9 una facturaci\u00f3 d'uns 28 milions d'euros.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-la-pregunta-que-nos-interesa-en-dlab-no-es-cuanto-vende-es-por-que\" class=\"wp-block-heading\" style=\"font-size:16px\"><strong>La pregunta que ens interessa Dlab_ no \u00e9s quant es ven. \u00c9s per qu\u00e8. <\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">Perqu\u00e8 la categoria de iogurt no deixa gaire marge per a la diferenciaci\u00f3 t\u00e8cnica. Danone, Nestl\u00e9 i desenes de marques pr\u00f2pies fabriquen iogurts amb processos similars, temperatures i distribuci\u00f3 similars. Fageda tamb\u00e9. I, tanmateix, \u00e9s la marca de iogurt m\u00e9s cara del supermercat, la que genera m\u00e9s lleialtat i la l\u00edder en iogurt natural a Catalunya \u2013 tercera posici\u00f3 general, nom\u00e9s darrere de Danone i Nestl\u00e9.   <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Res d'aix\u00f2 s'explica pel producte. S'explica pel que la gent sap que hi ha darrere del producte. <\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Una hist\u00f2ria que va comen\u00e7ar en un hospital psiqui\u00e0tric i que cap competidor pot replicar, encara que ho vulgui. No perqu\u00e8 sigui una estrat\u00e8gia de m\u00e0rqueting \u2013 \u00e9s que Crist\u00f3bal Col\u00f3n no pensava en el posicionament quan es va presentar davant l'administraci\u00f3 amb els seus catorze pacients. Sin\u00f3 perqu\u00e8 el prop\u00f2sit est\u00e0 integrat en l'estructura mateixa de l'empresa. \u00c9s com funciona, no com es comunica.   <\/p>\n\n<p class=\"wp-block-paragraph\">Aix\u00f2 \u00e9s el que fa que la seva diferenciaci\u00f3 sigui invulnerable. Danone podria llan\u00e7ar dem\u00e0 una campanya sobre la integraci\u00f3 laboral. Per\u00f2 no pot ser una cooperativa de La Garrotxa fundada el 1982 per un psic\u00f2leg que creia que la feina podia restaurar la dignitat a aquells que l'havien pres.  <\/p>\n\n<p class=\"wp-block-paragraph\">La Fageda ha constru\u00eft una cosa que no apareix en cap balan\u00e7: una percepci\u00f3 de marca que \u00e9s equivalent, a la prestatgeria, a un avantatge competitiu real. El client que tria La Fageda no compra un iogurt m\u00e9s car. Compra la certesa que els seus diners fan alguna cosa espec\u00edfica, en un lloc concret, per a persones concretes.  <\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Aix\u00f2 no t\u00e9 un preu de llista. Per\u00f2 t\u00e9 un efecte molt clar en l'estat de resultats. <\/strong><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"427\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/La-fageda-1-1024x427.jpg\" alt=\"\" class=\"wp-image-848\" srcset=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/La-fageda-1-1024x427.jpg 1024w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/La-fageda-1-980x408.jpg 980w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/La-fageda-1-480x200.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">La majoria dels negocis familiars que coneixem no han nascut d'un hospital psiqui\u00e0tric. Per\u00f2 molts tenen alguna cosa estructuralment similar al que t\u00e9 La Fageda: d\u00e8cades de decisions preses amb criteris, no nom\u00e9s rendibilitat; clients que les han triat durant anys per raons que van m\u00e9s enll\u00e0 del preu; una manera de fer les coses que existeix dins l'empresa i que ning\u00fa mai ha pogut posar en paraules. <\/p>\n\n<p class=\"wp-block-paragraph\">La difer\u00e8ncia entre La Fageda i moltes d'aquestes companyies no \u00e9s la hist\u00f2ria. \u00c9s que La Fageda la explica. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong><em>Si avui alg\u00fa et pregunt\u00e9s per qu\u00e8 hauria d'escollir-te a tu en comptes de la persona que ven el mateix \u2013 sense mencionar el preu ni el producte \u2013 qu\u00e8 respondries?<\/em><\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>DLAB Branding Atelier \u2014 Pillar 8: El cas La Fageda de l&#8217;Equilibri Invisible Quaranta anys despr\u00e9s, aquesta frase \u00e9s el millor resum possible de per qu\u00e8 La Fageda ven cent milions de iogurts a l&#8217;any, sent la marca m\u00e9s cara de la seva categoria. Era el 1982. Crist\u00f3bal Col\u00f3n Palas\u00edo era un psic\u00f2leg de Saragossa [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1011,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14],"tags":[],"class_list":["post-1039","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-ca"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>&quot;Vinc de l&#039;asil amb catorze persones amb malalties mentals i volem muntar una empresa&quot;.<\/title>\n<meta name=\"description\" content=\"Hi ha una pregunta que t&#039;hauries de fer abans de continuar llegint. 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