{"id":15440,"date":"2018-07-31T12:48:20","date_gmt":"2018-07-31T12:48:20","guid":{"rendered":"http:\/\/atif.unaldi.org\/blog\/?p=15440"},"modified":"2018-07-31T12:48:20","modified_gmt":"2018-07-31T12:48:20","slug":"evrim-kuranla-yeni-kitabini-konusmak-icin-bir-araya-geldik","status":"publish","type":"post","link":"https:\/\/atif.unaldi.org\/blog\/2018\/07\/31\/evrim-kuranla-yeni-kitabini-konusmak-icin-bir-araya-geldik\/","title":{"rendered":"Evrim Kuran'la yeni kitab\u0131n\u0131 konu\u015fmak i\u00e7in bir araya geldik"},"content":{"rendered":"

Dinamo Dan\u0131\u015fmanl\u0131k Kurucu Orta\u011f\u0131, Universum Global T\u00fcrkiye Lideri ve Ku\u015fak Ara\u015ft\u0131rmac\u0131s\u0131\u00a0 Evrim Kuran’la bir araya geldik. Buyrun okuyunuz.<\/b><\/p>\n

    \n
  1. <\/b>Evrim, ilk kitab\u0131n Telgraftan Tablete okuyucuya ne anlat\u0131yor?<\/b><\/li>\n<\/ol>\n

    \"EvrimKu\u015faklar \u00fczerine \u00e7al\u0131\u015fan biri olarak T\u00fcrkiye\u2019nin ya\u015fayan 5 ku\u015fa\u011f\u0131n\u0131 y\u0131llard\u0131r i\u00e7inde yer ald\u0131\u011f\u0131m alan ara\u015ft\u0131rmalar\u0131n\u0131n yan\u0131 s\u0131ra ki\u015fisel hik\u00e2yelerim \u00fczerinden Telgraftan Tablete\u2019de anlat\u0131yorum.\u00a0 <\/span>Jenerasyon sistem teorisini ve T\u00fcrkiye\u2019nin ya\u015fayan 5 ku\u015fa\u011f\u0131n\u0131 dedem Ali ile ba\u015flayan o\u011flum Ali\u2019ye kadar devam eden aile hikayelerimle harmanlad\u0131m. B\u00f6ylece okurlar\u0131n\u00a0<\/span>kendi hikayelerine giderek ku\u015faklar\u0131 daha kolay \u00e7\u00f6z\u00fcmleyeceklerini umut ediyorum. Okurlar, benim hikayelerimin i\u00e7inde kendi ki\u015fisel ku\u015fak hikayelerini, kendi k\u00f6klerini de bulacaklar.
    \nKu\u015fak meselesine bir de buradan bakarak, ninelerimizi ve dedelerimizi anlayaca\u011f\u0131m\u0131z\u0131, k\u0131zlar\u0131m\u0131zla ve o\u011fullar\u0131m\u0131zla anla\u015faca\u011f\u0131m\u0131z\u0131 d\u00fc\u015f\u00fcnd\u00fcm. \u00c7\u00fcnk\u00fc sevmek anlamakt\u0131r.<\/p>\n

      \n
    1. <\/b>\u201cBir ku\u015fa\u011f\u0131 anlamak bir d\u00f6nemi anlamakt\u0131r.\u201d diyorsun. Bir ku\u015fa\u011f\u0131 anlad\u0131\u011f\u0131m\u0131zda neler de\u011fi\u015fecek? Anlamasak ne olur?<\/b><\/li>\n<\/ol>\n

      Bir d\u00f6nemi yak\u0131ndan anlamaya \u00e7al\u0131\u015ft\u0131\u011f\u0131n\u0131z zaman paradigman\u0131n k\u0131skac\u0131na s\u0131k\u0131\u015fmaktan kurtulup sizin gibi olmayanlar\u0131 kendinize ait yarg\u0131larla de\u011fil, onlara ait ger\u00e7eklerle g\u00f6rmeye ba\u015fl\u0131yorsunuz. Benim i\u00e7in bir ku\u015fa\u011f\u0131 anlamak, suya at\u0131lan ta\u015f gibi, etkisi dalga dalga b\u00fcy\u00fcyen, ya\u015fama, ge\u00e7mi\u015fe ve gelece\u011fe dair m\u00fcthi\u015f bir kavray\u0131\u015f sa\u011fl\u0131yor. Ho\u015fg\u00f6r\u00fc s\u0131n\u0131rlar\u0131m\u0131 geni\u015fletiyor, zaman\u0131n ruhuna yakla\u015ft\u0131r\u0131yor ve her ad\u0131mda, yarg\u0131layan de\u011fil \u00f6\u011frenen olmaya y\u00f6nlendiriyor. Ku\u015fak segmentasyonu \u00f6\u011frencilerimizin, \u00e7al\u0131\u015fanlar\u0131m\u0131z\u0131n, m\u00fc\u015fterilerimizin, se\u00e7menlerimizin,\u00a0 <\/span>karar alma ve ikna motiflerinin genel bir haritas\u0131n\u0131 \u00e7\u0131karabilecek g\u00fcc\u00fc olan bir ara\u00e7 rol\u00fc g\u00f6r\u00fcyor. En \u00f6nemlisi de ge\u00e7mi\u015fte i\u015fe yaram\u0131\u015f ama bug\u00fcn ge\u00e7erlili\u011fini yitiren t\u00fcm fikir ve ara\u00e7lardan kurtulmak ve gelece\u011fi kucaklamak i\u00e7in ku\u015fak \u00e7al\u0131\u015fmalar\u0131 h\u0131zland\u0131r\u0131c\u0131 bir etkiye sahip.\u00a0<\/span><\/p>\n

        \n
      1. <\/b>Kitab\u0131nda anlatt\u0131\u011f\u0131n \u201cT\u00fcrkiye\u2019nin ya\u015fayan be\u015f ku\u015fa\u011f\u0131\u201d hangileri ve temel \u00f6zellikleri neler?<\/b><\/li>\n<\/ol>\n

        \"EvrimT\u00fcrkiye\u2019nin ya\u015fayan 5 ku\u015fa\u011f\u0131 Sessiz Ku\u015fak, Bebek Bombard\u0131man\u0131 Ku\u015fa\u011f\u0131, X, Y ve Z Ku\u015fa\u011f\u0131. Cumhuriyetin ilk nesli olan Sessiz Ku\u015fak (1927 – 1945), geleneklerine ba\u011fl\u0131d\u0131r; istikrar di\u011fer adlar\u0131d\u0131r. \u00c7al\u0131\u015fma ya\u015fam\u0131na s\u0131k\u0131 \u00e7al\u0131\u015fmay\u0131, sadakati, sayg\u0131y\u0131 yerle\u015ftirmi\u015f olan ku\u015fakt\u0131r. D\u00fcnyadaki y\u0131ll\u0131k do\u011fum h\u0131z\u0131ndaki b\u00fcy\u00fck art\u0131\u015ftan ismini alan Bebek Bombard\u0131man\u0131 Ku\u015fa\u011f\u0131<\/b>(1945 \u2013 1964), ku\u015faklar teorisine g\u00f6re rasyonel akl\u0131, d\u00fc\u015f\u00fcnmeyi temsil ediyor. Bebek Bombard\u0131man\u0131 Ku\u015fa\u011f\u0131 \u00f6nce \u00e7ocuklar\u0131na daha sonra ise anne ve babalar\u0131na bakar. Kalabal\u0131k ailelerin belki de son temsilcisi olan bu ku\u015fak belki de bu \u00f6zelliklerinden dolay\u0131, kendilerinden olmayan ku\u015faklarla da en iyi anla\u015fan jenerasyondur. Bug\u00fcnk\u00fc i\u015f ya\u015fam\u0131nda \u00f6nemli \u00f6l\u00e7\u00fcde liderlik koltuklar\u0131nda g\u00f6rd\u00fc\u011f\u00fcm\u00fcz X Ku\u015fa\u011f\u0131 (1965-1979) \u00f6yle bir ku\u015fak ki, i\u015f ya\u015fam\u0131n\u0131n ilk d\u00f6neminde i\u015fyerinde ciddi olmay\u0131 \u00f6\u011frenmi\u015f; g\u00fclmeyi, e\u011flenmeyi i\u015f d\u0131\u015f\u0131na b\u0131rakm\u0131\u015f. Sonra bir zaman gelmi\u015f ve bu ku\u015fa\u011fa demi\u015fler ki: \u201c\u015eimdi g\u00fcndem \u2018i\u015fte e\u011flence\u2019! Hadi, hep birlikte e\u011flenmeyi \u00f6\u011frenece\u011fiz!\u201d Y Ku\u015fa\u011f\u0131 (1980-1999) ise hem g\u00fcndelik ya\u015fam\u0131n hem de i\u015f ya\u015fam\u0131n\u0131n kodlar\u0131n\u0131 yeniden yazan bir ku\u015fak. Sayg\u0131n\u0131n hak edene sunulmas\u0131 gerekti\u011fine inanan, i\u00e7inde bulundu\u011fu toplulu\u011fu etkileme ve onlardan etkilenme e\u011filimi y\u00fcksek, harekete ge\u00e7mek i\u00e7in anlam arayan, kariyer ya\u015famlar\u0131 boyunca 10 kereden daha fazla i\u015f de\u011fi\u015ftirebilecekleri \u00f6ng\u00f6r\u00fclen bir ku\u015fak. Hen\u00fcz yeti\u015fkin olmayan Z ku\u015fa\u011f\u0131 (2000 – 2018) i\u00e7in ara\u015ft\u0131rmalarla kan\u0131tlanm\u0131\u015f davran\u0131\u015f kal\u0131plar\u0131 ortaya koymak i\u00e7in zamana ihtiyac\u0131m\u0131z var. Ama hem ku\u015fak teorisinin \u00f6ng\u00f6r\u00fclerine hem de ku\u015fa\u011f\u0131n g\u00fcncel davran\u0131\u015f kal\u0131plar\u0131na bakarak, daha yarat\u0131c\u0131, daha sahici, daha uyumlu bir d\u00f6nemin ba\u015flad\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyorum.<\/p>\n

          \n
        1. <\/b>Ku\u015faklar\u0131n teknolojiyle ili\u015fkisi nas\u0131l?\u00a0<\/span><\/b><\/li>\n<\/ol>\n

          T\u00fcrkiye 52 milyon aktif sosyal medya kullan\u0131c\u0131l\u0131, 54 milyon ak\u0131ll\u0131 telefonlu bir \u00fclke; neredeyse ya\u015fayan t\u00fcm ku\u015faklar\u0131 bir bi\u00e7imde teknoloji ile ilintili. Teknolojisi ile ili\u015fkisi de\u011fer yaratan bir ili\u015fki diyemem. Sosyal medya kullan\u0131m\u0131nda rekor k\u0131r\u0131yoruz. Sosyal medyay\u0131 bu kadar yo\u011fun bir seviyede kullanmam\u0131z teknolojiyle ili\u015fkimizin \u00e7ok iyi oldu\u011fu anlam\u0131na gelmiyor. Genelde ebeveynlerden yeni neslin elinden telefonu d\u00fc\u015f\u00fcrmedi\u011finden, kitaplar, dersler ve \u00e7evrim d\u0131\u015f\u0131 etkinliklerden \u00e7ok dijital ortamlarda varolu\u015flar\u0131ndan \u015fikayet ettiklerini duyuyoruz ama ellerinden ak\u0131ll\u0131 aletlerini d\u00fc\u015f\u00fcrmeyen ebeveynler de \u00e7ok iyi rol modeller de\u011filler. Bizim dijitalle\u015fme konusunu yanl\u0131\u015f okudu\u011fumuzu d\u00fc\u015f\u00fcn\u00fcyorum. “\u0130nsan\u00ee teknoloji” kavram\u0131n\u0131 g\u00fcndeme getirmemiz gerekiyor. \u0130nsanl\u0131\u011f\u0131n faydas\u0131na kullan\u0131lan teknolojiden bahsediyorum. T\u00fcm \u201c\u015feyleri\u201d birbirine ba\u011flayan teknolojinin magazin taraf\u0131n\u0131 bir yana b\u0131rak\u0131p bilimi, sanat\u0131, e\u011fitimi, insan ya\u015fam\u0131n\u0131 iyile\u015ftirecek yanlar\u0131 \u00fczerinde \u00e7al\u0131\u015fmaya ba\u015flamal\u0131y\u0131z. Z ku\u015fa\u011f\u0131 b\u00f6yle bir teknolojik okur yazarl\u0131\u011f\u0131n gerekli oldu\u011fu d\u00fcnyaya haz\u0131rlanmal\u0131.<\/p>\n

            \n
          1. Gen\u00e7lere hitap etmek isteyen markalar nas\u0131l bir stratejiyle hareket etmeliler?<\/b><\/li>\n<\/ol>\n

            Yeni neslin eski nesilden, liderlerden, y\u00f6netenlerden, kural koyuculardan, e\u011fitimcilerden ne istedi\u011fini Telgraftan Tablete\u2019de anlatmaya \u00e7al\u0131\u015ft\u0131m. Y jenerasyonunun markalardan istedikleri asl\u0131nda zor \u015feyler de\u011fil. Y Ku\u015fa\u011f\u0131 markalara \u201cBa\u015fkas\u0131 olma, kendin ol!\u201d diyor. Kendin ol \u00e7\u00fcnk\u00fc k\u00fclyutmaz bir ku\u015faktan bahsediyoruz. \u201cEri\u015filebilir ol!\u201d diyor. Ula\u015f\u0131labildi\u011fin kadar vars\u0131n. \u0130\u00e7erik kadar ba\u011flama da odaklan! Markalar\u0131n geleneksel al\u0131\u015fkanl\u0131klar\u0131 var. \u00d6rne\u011fin, \u00fcr\u00fcnlerimizin veya hizmetlerimizin i\u00e7erikleri hakk\u0131nda b\u0131raksalar sabahlara kadar konu\u015faca\u011f\u0131z. Oysa \u00fcr\u00fcn veya hizmetin i\u00e7erik kalitesi art\u0131k ayr\u0131\u015ft\u0131r\u0131c\u0131 de\u011fil. Y Ku\u015fa\u011f\u0131\u2019n\u0131n en b\u00fcy\u00fck k\u00e2busu olan \u201cs\u0131k\u0131c\u0131l\u0131k\u201dtan korunman\u0131n en g\u00fc\u00e7l\u00fc y\u00f6ntemi ise mizah dili ile bar\u0131\u015fmak. Y Ku\u015fa\u011f\u0131\u2019na eri\u015fmek isteyen markalar mizah\u0131n dahil edicili\u011finden mutlaka faydalanmal\u0131lar. Bir Y Ku\u015fa\u011f\u0131, \u00e7ok sad\u0131k oldu\u011fu markan\u0131zdan, herhangi bir \u00e7al\u0131\u015fan\u0131n\u0131z\u0131n davran\u0131\u015f bi\u00e7imi veya tavr\u0131 nedeniyle buz gibi so\u011fuyabilir. Bu sebeple bir di\u011fer kritik konu da t\u00fcketici markam\u0131z kadar, i\u015fveren markam\u0131za da \u00f6nem vermek. Y Ku\u015fa\u011f\u0131 g\u00f6z\u00fcnde t\u00fcketici markas\u0131 ve i\u015fveren markas\u0131 aras\u0131nda arada \u00f6nemli bir etkile\u015fim var. Ve pek yak\u0131nda t\u00fcketim d\u00fcnyas\u0131n\u0131n en fazla say\u0131daki m\u00fc\u015fterileri halini alacak Z ku\u015fa\u011f\u0131 toplumun ve d\u00fcnyan\u0131n iyilik haline katk\u0131 koyan \u00fcr\u00fcnlerle ya\u015famlar\u0131n\u0131 s\u00fcrd\u00fcrmek istiyorlar. Demek ki art\u0131k amac\u0131m\u0131z marka in\u015fa etmekten \u00f6te, anlam in\u015fa etmek olmal\u0131.
            \nTe\u015fekk\u00fcr ederim.<\/p>\n","protected":false},"excerpt":{"rendered":"

            Dinamo Dan\u0131\u015fmanl\u0131k Kurucu Orta\u011f\u0131, Universum Global T\u00fcrkiye Lideri ve Ku\u015fak Ara\u015ft\u0131rmac\u0131s\u0131\u00a0 Evrim Kuran’la bir araya geldik. Buyrun okuyunuz. Evrim, ilk kitab\u0131n Telgraftan Tablete okuyucuya ne anlat\u0131yor? Ku\u015faklar \u00fczerine \u00e7al\u0131\u015fan biri olarak T\u00fcrkiye\u2019nin ya\u015fayan 5 ku\u015fa\u011f\u0131n\u0131…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-15440","post","type-post","status-publish","format-standard","hentry","category-blogum"],"yoast_head":"\nEvrim Kuran'la yeni kitab\u0131n\u0131 konu\u015fmak i\u00e7in bir araya geldik - At\u0131f \u00dcnald\u0131 | Yaz\u0131lar ve Yay\u0131n Ar\u015fivi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/atif.unaldi.org\/blog\/2018\/07\/31\/evrim-kuranla-yeni-kitabini-konusmak-icin-bir-araya-geldik\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Evrim Kuran'la yeni kitab\u0131n\u0131 konu\u015fmak i\u00e7in bir araya geldik - At\u0131f \u00dcnald\u0131 | Yaz\u0131lar ve Yay\u0131n Ar\u015fivi\" \/>\n<meta property=\"og:description\" content=\"Dinamo Dan\u0131\u015fmanl\u0131k Kurucu Orta\u011f\u0131, Universum Global T\u00fcrkiye Lideri ve Ku\u015fak Ara\u015ft\u0131rmac\u0131s\u0131\u00a0 Evrim Kuran’la bir araya geldik. Buyrun okuyunuz. Evrim, ilk kitab\u0131n Telgraftan Tablete okuyucuya ne anlat\u0131yor? 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Su ve Toprak isminde iki \u00e7ocu\u011fu vard\u0131r.","sameAs":["http:\/\/atif.unaldi.org\/blog","https:\/\/www.facebook.com\/atifunaldi","https:\/\/www.instagram.com\/atifunaldi\/","https:\/\/www.linkedin.com\/in\/atifunaldi","https:\/\/x.com\/https:\/\/twitter.com\/atifunaldi","https:\/\/www.youtube.com\/c\/atifunaldi","https:\/\/soundcloud.com\/atif-unaldi","https:\/\/atifunaldi.tumblr.com"],"url":"https:\/\/atif.unaldi.org\/blog\/author\/atifunaldi\/"}]}},"_links":{"self":[{"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/posts\/15440","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/comments?post=15440"}],"version-history":[{"count":0,"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/posts\/15440\/revisions"}],"wp:attachment":[{"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/media?parent=15440"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/categories?post=15440"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/tags?post=15440"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}