<\/p>\n
\u00dev\u00ed er r\u00e1\u00f0 a\u00f0 samh\u00e6fa allar birtingar\u00e1\u00e6tlanir \u00f6\u00f0rum bo\u00f0lei\u00f0um. Spurningin er hvort \u00edslensku birtingarh\u00fasin kunni \u00fea\u00f0? \u00cd \u00feri\u00f0ja lagi hefur “tr\u00favirkni” augl\u00fdsinga minnka\u00f0. \u00cd fj\u00f3r\u00f0a lagi dvelja kaupendur skemur vi\u00f0 hverja bo\u00f0lei\u00f0. \u00cd fimmta lagi er misv\u00edsandi skilabo\u00f0 d\u00fdr mist\u00f6k og \u00ed s\u00ed\u00f0asta lagi \u00fearf a\u00f0 senda \u00fat mismunandi tegundir skilabo\u00f0a. Bur\u00f0ar\u00feol augl\u00fdsinga er \u00fev\u00ed mi\u00f0ur of takmarka\u00f0 fyrir sl\u00edka gj\u00f6rninga.<\/p>\n
\u00c1 t\u00edu \u00e1ra t\u00edmabili e\u00f0a fr\u00e1 1992 til 2002 fj\u00f6lga\u00f0i bo\u00f0kerfum \u00ed Noregi um um \u00fea\u00f0 bil 80. Uppl\u00fdsingar\u00a0um fj\u00f6lgun fr\u00e1 2002 liggja ekki fyrir enn\u00fe\u00e1 en\u00a0fullyr\u00f0a m\u00e1 a\u00f0 \u00feeim hefur fj\u00f6lga\u00f0 miki\u00f0.\u00a0Kostna\u00f0urinn vi\u00f0 greidda mi\u00f0lun fj\u00f3rfalda\u00f0ist n\u00e1nast \u00e1 t\u00edmabilinu. Og h\u00e6kkar enn. Samh\u00e6f\u00f0 bo\u00f0mi\u00f0lun var fundin upp til a\u00f0 t\u00e6kla \u00f6ll \u00feessi vandam\u00e1l. N\u00fdjar bo\u00f0lei\u00f0ir, aukinn kostna\u00f0, minni “tr\u00favirkni” augl\u00fdsinga, misv\u00edsun skilabo\u00f0a, sam\u00fe\u00e6ttingu merkis og fleira m\u00e6tti telja.<\/span><\/p>\n Eitt og anna\u00f0 sem vi\u00f0 h\u00f6fum l\u00e6rt af m\u00f6rkun: Einbeiting er eitt af \u00fev\u00ed. T\u00f6kum d\u00e6mi. Segjum a\u00f0\u00a0frams\u00e6ki\u00f0 fyrirt\u00e6ki\u00a0vilji vera st\u00e6rst \u00ed s\u00ednum geira. Hva\u00f0 \u00feyrfti fyrirt\u00e6ki\u00f0 a\u00f0 gera? Svari\u00f0 er vel \u00feekkt en illa s\u00e9\u00f0 \u00ed flestum fyrirt\u00e6kjum. Fyrirt\u00e6ki\u00f0 \u00feyrfti \u00ed \u00feessu tilviki a\u00f0 einbeita s\u00e9r a\u00f0 \u00fev\u00ed a\u00f0 f\u00e6kka v\u00f6rumerkjunum \u00ed \u00feeim tilgangi a\u00f0 geta sinnt \u00fev\u00ed betur sem eftir stendur. \u00deau fyrirt\u00e6ki sem einbeita s\u00e9r hafa t\u00edma til a\u00f0 sinna betur \u00fev\u00ed sem \u00feau hafa og eiga meiri m\u00f6guleika \u00e1 \u00fev\u00ed a\u00f0 sigra og drottna yfir v\u00f6ruflokknum.<\/p>\n Ford merki\u00f0 er til d\u00e6mis gr\u00ed\u00f0arlega kraftmiki\u00f0 og st\u00f3rt og erfitt a\u00f0 stj\u00f3rna eins og \u00f6llum merkjum sem draga l\u00ednuna \u00fevert \u00e1 alla markh\u00f3pa. Hva\u00f0 er Ford? St\u00f3r b\u00edll? L\u00edtill b\u00edll? D\u00fdr b\u00edll? \u00d3d\u00fdr b\u00edll? V\u00f6rub\u00edll e\u00f0a f\u00f3lksb\u00edll? Sko\u00f0um Toyota. Fyrirt\u00e6ki\u00f0 einbeitti s\u00e9r a\u00f0 einu merki og f\u00e1um v\u00f6rutegundum. Fyrirt\u00e6ki\u00f0 hefur drottna\u00f0 yfir s\u00ednum v\u00f6ruflokki \u00ed langan t\u00edma.<\/p>\n \u00dea\u00f0 m\u00e1 taka \u00f6nnur d\u00e6mi um f\u00e9l\u00f6g sem eru varla a\u00f0 einbeita s\u00e9r a\u00f0 kjarnagildum s\u00ednum. Spyrja m\u00e1 hvort sala \u00e1 tryggingum s\u00e9 hluti af kjarnastarfsemi banka e\u00f0a\u00a0hvort t\u00edmarit Morgunbla\u00f0sins s\u00e9 kjarni bla\u00f0sins.<\/p>\n Anna\u00f0 sem vi\u00f0 h\u00f6fum l\u00e6rt af m\u00f6rkun er s\u00f6mu \u00e6ttar og einbeitingin e\u00f0a flysjun v\u00f6ru e\u00f0a \u00fej\u00f3nustu. Vi\u00f0 h\u00f6fum \u00f6ll tilhneigingu til a\u00f0 auka gildi v\u00f6ru e\u00f0a auka \u00fej\u00f3nustu. Sem er gott, nema hva\u00f0 a\u00f0 tilhneigingin er a\u00f0 b\u00e6ta vi\u00f0 einhverju \u00ed sta\u00f0 \u00feess a\u00f0 gera betur \u00fea\u00f0 sem vi\u00f0 gerum.<\/p>\n Ef vi\u00f0 eltum ekki samkeppnisa\u00f0ilanna til a\u00f0 bj\u00f3\u00f0a \u00fea\u00f0 sama og \u00feeir \u00fe\u00e1 b\u00e6tum vi\u00f0 sj\u00e1lf einhverju vi\u00f0 til a\u00f0 bj\u00f3\u00f0a betur en \u00feeir. \u00deegar upp er sta\u00f0i\u00f0 er umfangi\u00f0 \u00e1 vi\u00f0b\u00f3tarvinnunni or\u00f0i\u00f0 of miki\u00f0, of fl\u00f3ki\u00f0, of d\u00fdrt og starfsmenn of \u00fereyttir.<\/p>\n V\u00e6gi einstakra auka atri\u00f0a sem er b\u00fai\u00f0 a\u00f0 b\u00e6ta vi\u00f0 v\u00f6runa e\u00f0a \u00fej\u00f3nustuna minnka vegna \u00feess a\u00f0 vi\u00f0 \u00feurfum a\u00f0 einbeita okkur a\u00f0 n\u00fdjum vi\u00f0b\u00f3tum. \u00c1 endanum finnum vi\u00f0 ekki n\u00fdjar vi\u00f0b\u00e6tur og reynum a\u00f0 f\u00e1 til li\u00f0s vi\u00f0 okkur \u00f6nnur v\u00f6rumerki. \u00deannig vi\u00f0heldur kerfi\u00f0 s\u00e9r. Einbeitingin er engin. Og sigurinn \u00fati.<\/p>\n Sko\u00f0um l\u00e1ggjaldaflugf\u00e9l\u00f6gin. Hvers vegna \u00e6tli \u00feessi fyrirt\u00e6ki hafi komist svona au\u00f0veldlega inn \u00e1 marka\u00f0inn? Hver kann ver\u00f0lista Icelandair?<\/p>\n \u00deri\u00f0ja lex\u00edan sem vi\u00f0 h\u00f6fum l\u00e6rt af m\u00f6rkun er einnig \u00ed \u00e6tt vi\u00f0 einbeitinguna: G\u00e6\u00f0i eru sama og notagildi. Margir tr\u00faa a\u00f0 lei\u00f0in a\u00f0 sterku merki s\u00e9u meiri g\u00e6\u00f0i. \u00dea\u00f0 stemmir sjaldan vi\u00f0 raunveruleikann. G\u00e6\u00f0i v\u00f6ru hefur l\u00edti\u00f0 me\u00f0 \u00e1rangur \u00e1 marka\u00f0i a\u00f0 gera. Ef vi\u00f0 berum saman v\u00f6rur \u00ed sama flokki og berum \u00fe\u00e6r vi\u00f0 hlutdeild \u00feeirra sj\u00e1um vi\u00f0 a\u00f0 tengingin \u00e1 milli hlutdeildar og g\u00e6\u00f0a er frekar veik. Au\u00f0vita\u00f0 vill kaupandi g\u00e6\u00f0i fyrir peningana \u2013 en \u00fear sem g\u00e6\u00f0in eru a\u00f0eins til \u00ed h\u00f6f\u00f0i hans getur reynst erfitt a\u00f0 byggja v\u00f6rumerkin \u00e1 \u00feeim.<\/p>\n G\u00e6\u00f0i er notagildi v\u00f6ru og gildi eru misj\u00f6fn hj\u00e1 f\u00f3lki. Tilfinningin fyrir g\u00e6\u00f0um skapast me\u00f0 l\u00f6gum og reglum m\u00f6rkunar. T\u00f6kum d\u00e6mi. Ef vi\u00f0 einbeitum okkur betur ver\u00f0um vi\u00f0 s\u00e9rfr\u00e6\u00f0ingar. Vi\u00f0 skynjum s\u00e9rfr\u00e6\u00f0inga meiri a\u00f0 g\u00e6\u00f0um en hinna almennt \u00feenkjandi. Vi\u00f0 h\u00f6ldum t.d. a\u00f0 s\u00e9rfr\u00e6\u00f0ingur \u00ed tannl\u00e6kningum viti eitthva\u00f0 meira um tennur en t.d. heimilisl\u00e6knir e\u00f0a s\u00e9rfr\u00e6\u00f0ingur \u00ed almannatenglsum viti eitthva\u00f0 meira um almannatengsl en t.d. augl\u00fdsingah\u00f6nnu\u00f0ur. Er \u00fea\u00f0 ekki? S\u00e9rfr\u00e6\u00f0ingurinn \u00e6tti a\u00f0 geta h\u00e6kka\u00f0 ver\u00f0i\u00f0 – en h\u00e6rra ver\u00f0 upplifir sj\u00faklingurinn einnig sem meiri g\u00e6\u00f0i. Vara\/\u00fej\u00f3nusta \u00fearf ekkert endilega a\u00f0 vera betri en \u00f6nnur til a\u00f0 marka s\u00edn spor \u00e1 marka\u00f0inum. Einbeitingin skapar meistarann, fagmanninn.<\/p>\n Fj\u00f3r\u00f0a lex\u00edan sem vi\u00f0 h\u00f6fum l\u00e6rt af m\u00f6rkun er \u00fea\u00f0 a\u00f0 or\u00f0 hafa merkingu. Eins og gerist \u00feegar stj\u00f3rnun \u00e1 or\u00f0spori er \u00e1b\u00f3tavant myndast kreddur um hitt og \u00feetta. Sl\u00edkar kreddur lifa oft l\u00f6ngu l\u00edfi og eru oft eins og \u00e6xli \u00e1 fyrirt\u00e6kjum, v\u00f6rum e\u00f0a einstaklingum.<\/p>\n Einnig \u00e1 \u00feetta vi\u00f0 um \u00fe\u00e1 geira sem ekki hafa \u00feroskast n\u00f3gu vel. Eitt einkenni \u00e1 bo\u00f0mi\u00f0lunargeiranum, sem d\u00e6mi,\u00a0er a\u00f0\u00a0f\u00e1 fyrirt\u00e6ki einbeita s\u00e9r a\u00f0 \u00e1kve\u00f0num v\u00f6ruflokki og drottnar yfir honum. Engin er s\u00e9rh\u00e6fnin\u00a0\u00feegar unni\u00f0 er me\u00f0 allt. Fagmennskan\u00a0deyr ef h\u00fan hefur \u00fe\u00e1 veri\u00f0 til.<\/p>\n \u00deetta \u00e1 vi\u00f0 um bo\u00f0mi\u00f0lunargeirann, augl\u00fdsingastofurnar, almannatengslafyrirt\u00e6kin og ranns\u00f3knarfyrirt\u00e6kin. Kreddur ver\u00f0a til af misskilningi e\u00f0a van\u00feekkingu og ekkert f\u00e6r \u00fe\u00e6r dau\u00f0ar. Ein kreddan er um stefnum\u00f3tun og formger\u00f0 skilabo\u00f0a. \u00dea\u00f0 hefur lengi veri\u00f0 banna\u00f0 a\u00f0 mi\u00f0la uppl\u00fdsingum til f\u00f3lks nema \u00fe\u00e1 helst \u00ed myndm\u00e1li. Mynd og m\u00e1lleysi er helsta r\u00e1\u00f0gj\u00f6fin. Svona s\u00e6lent kommj\u00fanikeisj\u00f3n. Helst ekki nein or\u00f0. Og alls ekki m\u00f6rg or\u00f0. Ekki m\u00e1 heldur hafa or\u00f0 \u00e1 \u00feessum vanda.<\/p>\n H\u00f6fum \u00fea\u00f0 \u00ed huga a\u00f0 skipulag bo\u00f0mi\u00f0lunar bo\u00f0ar eldvegg \u00e1 milli marka\u00f0sdeildar og almannatengsladeildar – en greidd og \u00f3greidd mi\u00f0lun \u00feessara verk\u00fe\u00e1tta er \u00ed e\u00f0li s\u00ednu mj\u00f6g \u00f3l\u00edk, b\u00e6\u00f0i \u00ed t\u00edma og a\u00f0fer\u00f0afr\u00e6\u00f0i. En fyrrnefnda a\u00f0fer\u00f0in fjallar um g\u00e6\u00f0i eiginleika en s\u00ed\u00f0ari a\u00f0fer\u00f0in um tr\u00faver\u00f0ugleika \u00feessara g\u00e6\u00f0a, gr\u00f3flega sagt.<\/p>\n Or\u00f0 skipta m\u00e1li.<\/p>\n","protected":false},"excerpt":{"rendered":" Sko\u00f0um nokkrar \u00e1st\u00e6\u00f0ur fyrir \u00fev\u00ed hvers vegna samh\u00e6f\u00f0 bo\u00f0mi\u00f0lun er nau\u00f0synleg vi\u00f0 m\u00f6rkun. \u00cd fyrsta lagi fj\u00f6lgar bo\u00f0lei\u00f0um. \u00cd \u00f6\u00f0ru lagi eykst \u00feess vegna marka\u00f0skostna\u00f0ur me\u00f0 hverju \u00e1ri.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[],"class_list":["post-58","post","type-post","status-publish","format-standard","hentry","category-innsyn-i-almannatengsl"],"_links":{"self":[{"href":"https:\/\/cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/posts\/58","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/comments?post=58"}],"version-history":[{"count":2,"href":"https:\/\/cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/posts\/58\/revisions"}],"predecessor-version":[{"id":1163,"href":"https:\/\/cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/posts\/58\/revisions\/1163"}],"wp:attachment":[{"href":"https:\/\/cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/media?parent=58"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/categories?post=58"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cohnwolfe.is\/index.php\/wp-json\/wp\/v2\/tags?post=58"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Lex\u00eda 2<\/h3>\n
Lex\u00eda 3<\/h3>\n
Lex\u00eda 4<\/h3>\n