I always like to read José Antonio Marina, as well as philosopher and essayist, is a specialist in intelligence and divergent thinking. Stitch does not wireless, as we stated in the 8 keys to face your fear.

Leaders and leadership

According to Marina, the fundamental task of the leader is emotional. “You need to know creating an environment for everyone to bring out the best of himself. Another feature that is defined by ability to see opportunities where others see nothing.

When evaluating a candidate for a management position, we recommend that there are features more important than intelligence, such as knowing how that person is able to bring projects into practice, Which is important. It is well to acquire knowledge, but the important thing is to know them apply to the real world. This skill has more to do with ability to withstand stress, to mobilize others to know and having an optimistic outlook, but not irresponsible, of things.

It is therefore important to educate yourself more from the work. We must promote entrepreneurial skills and profile to teach students how to move from one project to the action.

Changes in organizations

Marina believes that looming changes in the organization of firms. In the hierarchical function, which is above is the one who knows what to do, but environments today are too complex, there is no standard solutions that may include Also serve for a short time. So it is more necessary than ever Tapping into the knowledge of all The intelligence sharing The talent to evaluate projects and make up.

Earlier in Europe, we made fun of the Japanese systems, because listened to the ideas and opinions of the underdogs. Today we know it takes more time designing a solution, but are then much more effective. Must foster creativity by the need to find alternative we have. In addition, a skill much sought after is the ability to detect problems, but grace is to do that before they become problems.

Will and motivation

For him, it is true that you can not do things if you do not have self-esteem. The intention is precisely to do something when you’re not motivated to do. In the business environment, when you have to do something, you have to do, regardless of how you have the motivation and self esteem. Today it has lost sight that we are instruments within a project and this project can not fail as a matter of personal feelings. It is true that motivation is one of the main driving forces of human beings, but then they can not do anything without motivation there is a stretch.

Regarding corporate social responsibility, multinational corporations have found that work well on the field of CSR can create a strong link with the employee.



Prosper in a crisis is difficult but not impossible. Many companies have, as evidenced by success stories in past recessions.

* Kellogs maintained its marketing budget in the Great Depression of the 30s and its main competitor, Post, did not. Kellogg’s came to dominate the market for 50 years.
* Barclaycard doubled its advertising spending in the recession of the early ’90s, while his competitor’s 50% cut. Barclaycard tripled its brand awareness while Access fell by half.
* Google survived the crash of punto.com in early 2000, and went significantly strengthened through the continuous innovation and a strong investment.

And as also demonstrated in the cases of successful current crisis:

* Hyundai has introduced a new model in the U.S. upper class vehicle in the midst of the crisis. Both prices ($ 13,500) as the Marketing CampaignHave been aggressive ( “Give it back if you lose your job during the next year”). The results were clear:
o Many customers are changing their old BMW, Audi, Lexus or Mercedes for a new Hyundai Genesis
o The market share has risen from 2.1% in 2008 to 3.7% in 2009
o Total sales rose 14% in full crisis (2008 to 2009)

The lesson is clear: use the crisis to:

1. Adapt e innovate
2. Focus on the customer
3. and aggressively promote

Darwin put it well in his theory of evolution: “survival of the fittest not, but the one most adaptable to change.”