Start from the end

Empieza por el final

“A concise and clarifying definition of strategy is the following: “Strategy is the process of generating anticipatory ideas for actions aimed at achieving our objectives in accordance with our capabilities.” Defining a strategy is an intellectual endeavor, much like writing a novel but starting from the end, knowing that the narrative will one day materialize […]

The Best Perfumer

El mejor perfumero

Legend has it that after the French Revolution, taking advantage of the new times with the disappearance of the Old Regime, a perfumer from Provence set up shop in Place Vendôme in Paris. He unveiled a flashy sign that read: “the best perfumer in France.” Such a provocation left the local perfumers bewildered and extremely […]

Very Now

Muy de ahora

Each generation is a product of its time, and we often believe that what exists here and now has never existed before. We confuse economic progress and consumer society with the evolution of human behavior. It’s evident that, in material aspects and in the respect for human values, societies are improving. However, individuals continue to […]

The Duck with Its Own Name

El pato con nombre propio

My friend Celestino bought a duck for his daughters, and it quickly became the center of attention for everyone, even another member of the family. They named the duck Paco, an original choice. Paco played, ate, and grew. Soon, a corner of the living room turned into a full-fledged duck feeding area, and Paco, a […]

The Dissatisfied Consumer

Understanding the intricacies of the human mind sheds light on the behavioral patterns associated with our consumption habits. Many of these behaviors are directly linked to the evolutionary process of humans and the adaptation of our primal emotions to the present moment. Consumers are driven by four fundamental motivations: the pursuit of happiness, love, distinction, […]

10 Consumer-Driven Trends

10 tendencias de los consumidores

Consumers have a voice, and they are speaking louder and clearer than ever. Through their purchasing choices, they dictate their preferences and values. These consumers are ahead of the curve, drawing from their knowledge of brands and experiences in their acts of buying and consuming. They are sustainable, ethical, committed, responsible, and empathetic – actively […]

The educated and informed consumer

El consumidor culto

Among the traits that define today’s consumer, one stands out: they are more educated and better informed. However, we cannot generalize the idea that the modern consumer is more educated. On the contrary, a significant portion of the new generations is not more educated than their predecessors despite living in a more open, education-accessible, and […]

The mobile of necessity

El móvil de la necesidad

Meeting needs is at the heart of the raison d’être of products or services. For humans, a need is the feeling of lacking something that generates a desire to satisfy it. One becomes aware of a need when self-recognized or triggered by an external stimulus. The need exists in the mind of each individual. The […]

Campo Grande and Baltasar Gracián teachings for consultants

Campo Grande y Baltasar Gracián

Upon reading again the poem “The Righteous” by Jorge Luis Borges, I have stopped at the line “El que descubre con placer una etimología” (He who discovers with pleasure an etymology), and my memory, like Proust’s madeleine, has taken me to the bench in Campo Grande, a refuge for my adolescent readings, amidst the thick […]

The Ever-Present New Competitiveness

La nueva competitividad de siempre

In the early years of this century, we live in a highly stratified and competitive society, characterized, among other things, by phenomena such as globalization, the development of the information society, and the new competition from emerging countries. All of this, seasoned by the surge of the so-called bubble, its burst with the profound crisis […]