[Applause]
[Music]
there is a concept called sweet
lately it has become very popular
among entrepreneurs this concept
also called the hedgehog concept
It was developed by five links in its
book cut ctc which I recommend to all
that you read in your book what you did
was to analyze the most successful companies
of the United States with the goal of
understand what features they had
in common the society excel by
over its competitors and it occurred
account that all of them had three
characteristics in common
first I had the passion for what
they were doing in
second in talent or they were simply
the best in your ram and third have a
Avid market of purchase teese passion
talent and market
for how the formula of success does not
Believe for any company or business
because for me this concept is
obsolete I will share it because
companies that still follow this model
they are losing more and more
market share and what is the
new model that we have to follow if
we really want to have business and
long successful companies for those of
research that collins did was
taking as a base companies created under
a traditional business model to
align your vision and your culture
with these three areas they manage to empower
its people or the company itself to
become more successful in your competition
however today this is no longer enough
have the passion and talent and a market
ready to buy that is no longer
enough
in fact companies that at the time
collins analyzed and cataloged as
outstanding no longer exist such is the
If Circuit City
today what we need are
companies that have a purpose that
go beyond just generate
money and wealth for the owners and
shareholders
that’s right and then repeat it we need
companies that go beyond
simply generate profits
I mean companies are capable of
generate value
the
you already see them complicated difficult to
get but it is not
next I will share in what
consists of this paradigm shift and
what are the steps to get to it
started a couple of years ago while I
I was doing the research
for a book that I’m writing
when I came across a concept
philosophical of Japanese origin called and
that there is a tradition and culture
Japanese liquid and can be translated
literally as the reason for being the
reason for existing of each of
us and how it aligns with everything
that surrounds us
with the aim of bringing us peace and
fullness ourselves and others
it is a philosophy that speaks of
how to make sense of our lives and
it is said to have originated in an ancient
Japanese legend was more or less us
the ancient japan many years ago
feudal in the outskirts of the city of
osaka there was a woman agonizing
victim of a terrible m
during a stormy night the woman
he fell into a deep
we propose a month that the dream of
here darkness adores her
the woman realized that she was no longer
in this world when suddenly he heard
a voice that disco takes a breath
ask if the answers can return
but otherwise ftc will die
the woman of such a challenge had no other
option more than accept and then act
this what the voice asked who
are you the woman totally
puzzled she answered immediately
I am the mayor’s wife
the voice told him do not ask who he is
your husband but who are you
I am the mother my three children when
the woman is distressed
the voice turned to say does not ask you
who are you mother but who are you
you and I am the teacher at school
of the people again the voice said no
I asked you what your profession is
who are you
the woman is a pause after a
little reflection understood what the
bag was meaning
and this is what he answered, I am the one
he gets up every morning to
attend to her husband to give her love and
love your children and to nurture the
mind of school children
At that moment the woman woke up
completely cured and with a
feeling of absolute fullness
this woman had found her bikini and
his reason for existing
without him and that there is a concept
holistic philosophy and has nothing
what to do with social status or
economic to which we want to reach the
study it
ignoring account that easily
You can move the world
Entrepreneurship in business
very similar to the concept of swissport that
we saw at his time only that in this
there will be four areas that
we have to line up perfectly
the first is what we like to do that
is what we could truly
do every day without getting bored the
second
that we are good because skills
talents we have
third
how can they pay us and what form we
we insert in niche market or how
we can monetize the fourth how
let’s help the world to our
community
in other words how we add value
if we can align these four
we will arrive at what the Japanese call
our and falls eye embargo is important
have them perfectly well to lines and
that if any
for example if we have the skills
we have a market that can not pay
we add value but we do not do what
we like we have a dark path and
bored completely demotivated
because we are going to end up being employees
from ourselves
now if we do not have the skills by
please think a resounding failure
we can not pretend to have a business
successful but how to develop the
skills or at least gather a
equipment that has them now is not enough
do what we like to have the
abilities
we need to align our business or
our company with a market that we
You can buy otherwise not have
a business
maybe we will have a hobby but not
a business because it was not profitable
inclusive value is added to those
will continue without being a business may be
a foundation or an organization without
for profit but not a business other
words we will be happy but poor and
Finally if we do what we like
we have the skills in a market
who can not buy but we do not add
value
we will have a hollow business and without
purpose of this type of business are
like a weather vane without a room with clients
confused and unmotivated employment the
reason is very simple the piles more
they promised to hear a lot about the
millennials because practically all
you are part of this generation
including me more or less the time
be I do not know who put the rules
but someone said that the millennials
are those who were born from 1982
reach more than 84 and up
they automatically let us out to
all 70 euros over here I see some
this but it does not matter the truth is that I
I feel part this generation because
just like you I want to do the
different things
I like different things
they motivate different things like Simon
you would tell them that by the way being
francis we have selected talk
very good that it’s worth it all
we do say people no longer buy what
what it does but because you do it and there
many analyzes and research to
respect is very true
for example it is proven that 58%
of millennials is willing to
earn 15 percent less salary
and their values are aligned with the
of the company for which he works is
say practically 60% what we are
here in this room
we are willing to earn less if
we work for a company whose
purpose makes sense
it’s easy but it’s not a small thing
data never before in the history of the
humanity had existed so many
non-profit organizations there are
out there hundreds and hundreds of people
working without a salary in return
working for a purpose if not me
believe ask the kids here
telex
then the key is going to
share a couple of companies surely
you know they understood this change of
paradigm and that today are
being these steps
[Music]
the first everyone knows her starbucks
something that surely in the cafeteria
more profitable the planet is listed on the
Stock Exchange of New York the Moor
with you they will tell me good is that they
they are successful because they are experts in
branding or experts in generating
shopping experiences and if they are
however in the background this is his
philosophy inspire and nurture the
human spirit a person a rate of
one neighborhood at a time
surely they saw us but for example
this voice promote recycling campaigns
in all its branches in the goal of
At least serving 5% of your coffees
of the year in personal terms with the
goal of reducing the use
indiscriminate production of cardboard cups and
So the cutting of trees was put
as a goal last year to reduce a
25 percent on your energy consumption
electric in your water consumption
ensure that 100% of your coffee is
ethically harvested say there is no
bad practices the rotation of
farmers or unfair payments and everything
audited by international organizations
try to invest in coffee community
local and last year they motivated everyone
employees to donate a
million hours of social service
community
you believe that it needs everything
this to be able to sell more coffee
of course not now if I
they ask if more coffee is suspended
thanks to this the answer is yes
discovered the way to do what they
like and train your teams to
few weeks to make them excellent
baristas
they found a market that is
willing to pay in advance whatever
for one their coffees every which can
help the planet or the community not
is it so
this is a successful company
another company dof harshly knows her
soap company
what they did not know is that everything is a
company that has always been concerned about
raise self – esteem of women
they year after year do surveys and
analysis in more than 10 countries of the
world have realized that only
4 percent on average of the
women describes herself as
beautiful 4%
in fact alarming jobs in countries like
Japan or Portugal
there are practically no women
describe herself as she
this represents a big problem not
only for the women of our
nation but for generations
future also because, as the
way in how a girl feels with
her beauty starts like her mother
feel with yours
this led to the development of workshops
conferences and campaigns
awareness in all these countries
with the aim of raising self-esteem
Women’s
maybe some of you remember this
type of campaigns where two said that
their products are made for women
reals with real curves
contrary to what the majority of
the brands that usually stereotype
the beauty of a woman through a
supermodel which evidently aggravates
the problem
however two could have been focused
highlight the characteristics of your
products are already very good
there is no cream on the skin
texture but did not prefer to focus on
how to help women
maybe you can not say good that
your peers that these companies are
multinational companies with towering
very high budgets and utilities
that is that you have the possibility of
invest in these types of campaigns or
develop this type of initiatives
good you think that
next you will present two
young companies of Mexican charros
who are following these steps
the first one is pq
the footwear totally within the
fashion trends but with the goal
to raise awareness of the use and recycling of
resources as well as support communities
vulnerable to these kids what they do
is that they go to the garbage dumps recycle
tires to later cut them and
manufacture the soles of your shoes
but they do not stay there at the moment
the brands of shoes give us a
carton that carton
for the only thing that serves is to generate
garbage to continue promoting the felling
of trees
they deliver us in small backpacks
of blanket hand-made by women
indigenous artisans vulnerable areas and
Communities of Chiapas and Oaxaca
this way is what they do is
raise awareness about the use of their clients
and recycling resources as well as carrying
work to women’s communities
who really needs it
another company curls is also a
footwear company with designs
innovative and colorful but totally
focused on the environment
this company developed the first
was the biodegradable
usually the soles of the shoes
They are made of neoprene rubber that
it takes hundreds of years to biodegrade
well this chávez wanted it
develop biodegradable soil with
microorganisms that promote
biodegradation but it’s not only
also that they are delivered in backpacks
jute that can be easily
used instead of using boxes of
cardboard and aware of the lack of
trees in cities and countries like
our
they are aware of the sowing of
trees among your customers this
way for every pair of shoes that
they sell the customer a small
compost pellet or seeds of a
tree of a local species and with the
instructions to water it finish it and
then raise not only stay
there
if it was not enough a part of
the utilities goes to campaigns of
reforestation in conjunction with
local organisms
can see these kids like what
do they enjoy it
has managed to train the teams to
manufacture the excellent shoes voted a
market that believes in its cause and in
impact they are making is
willing to buy them but above all they are
companies that were born with a purpose
that goes far beyond just doing
business generate money
this is the kind of companies that we need
in summary the companies that find
your bikini and have greater retention of
talent and more motivated employees but
they also have more loyal customers and
committed to the brand
So, if you truly are
have a successful company or business in
the long-term
The first thing you have to do is have
clear how you are going to add value to your
community or what are you going to do
to help build a better world
and eye I do not mean that necessarily
you have to earn money to create a
foundation or that will save species
in danger of extinction not to what I
I mean it is to be able to generate
value beyond just doing business
or money
next to these four areas is not so
easy as is the Japanese very few
they manage to reach their daughter in life
however he assured them that it is the
moment of undertaking we cemented our
business vision what we like
do what we are capable of in a
market that can not buy on how
let’s add value
we will be guaranteeing a future with
purpose for our company u
organization with motivated employees
with collaborating partners inspired with
loyal and committed customers and for
addition personal and professional success
finally if we really want
change and improve our country and
our planet
we as entrepreneurs have to
put what touches us and that is to create
successful companies that generate employment
technology innovation that moves in the
engine of the economy but above all
that add value
I assure you that if from today
all companies are created under that
model our children will live in a
country and a better world
share help you achieve it thank you
[Applause]
[Music]
for
”
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