We all, without exception, have dreams of "well-being and prosperity" Unfortunately, pressures and vested interests prevent us from transforming the dream into reality. Dreams are necessary but not enough.
We all want to be "winners", however the winners in the business world are not exactly the best "dreamers" but those who best and most quickly adapt their actions to the demands of the market.
In our environment the changes are dizzying, but the displacement of companies is also dizzying, as they achieve strategic positions in different markets. And here many of us are "losers".
Immersed in this problem of "well-being and prosperity", "unrealized dreams", "winners and losers" we are prone to act, recognizing our responsibility as entrepreneurs, but we do it rashly, acting under impulse, trying to solve problems without realizing that It is not the problem that must be addressed, but the aim is to fix the process.
Finally, we understand that well-being and prosperity, progress and development can only be achieved through combined efforts and with the cooperation of all.
Before the outcome is unavoidable, we advise entrepreneurs to "feel your company on the couch…", and admit the help that, professionally, allows them: discover causes and effects, begin to "fix the process", and resume the way to a new positioning in the market.
But, it should not be forgotten that "fixing the process" is not simply applying cosmetics to the company. This is a real process that must necessarily start with a primary analysis of the situation.
Entrepreneur - Lay my company on the couch of an analyst? Does this mean that someone will know better than I the problems my business is going through? I can clearly tell you that my problems are financial, that is the first bottleneck in the company. Naturally our costs increase, and we are losing competitiveness which brings with it a decrease in sales. Those are the problems that I see daily, but it seems that in the company I am the only one who sees them, since the rest of the people who work there seem not to notice. In short, surely, if something bad happens, the loser will be me.
Analyst - What you say is important. There are problems and they are seen. However, solving a problem does not fix the whole process, which is precisely what is not seen. I can quote you no less than a dozen problems that must plague your company and that together constitute the process to be fixed. Look at what a part of those problems are: 1) isolation; 2) poor insertion in the socio-economic system; 3) chronic shortage of flexible financing; 4) problems to consolidate own capital; 5) marketing bottlenecks; 6) scarce economic relations with other productive sectors and poor intersectoral productive relations between units of different sizes; 7) little diversification of functions; 8) lack of managerial training and little or no administrative capacity;9) insufficient technological development aggravated by difficult access to technological innovation; 10) low productivity; 11) little or no competitiveness at the international level; 12) absence of quality standards.
In this real process of analysis of the situation, the entrepreneur can not do without advice, whether in the administrative, financial, foreign trade, new negotiation techniques, marketing and why not, also in some important aspects that have to do with industrialization processes.
No entrepreneur can know everything, but he must have a knowledge of all aspects of the business, so as to be able to make the relevant changes at the appropriate time.
You do not have to be an Accountant but you must know how to read a balance sheet, you will not be a true strategist in Business Finance but you must know when your collaborators are doing things well, you should not be an Auditor, but you do need to know the importance of control for to avoid fraud and inconceivable losses, you must know what an audit is, and when or in what sector it is necessary to carry it out, etc.
This means that the entrepreneur is subjected to tests every day, on which the success or failure of his business depends. He needs help, he needs advice, but he also cannot do without training, because ultimately he is the General, the strategist, who is at the forefront of his army, and the lost battles affect him, more than anyone, to him, who It is he who risks the invested capital.
Entrepreneur - Yes, I need help, but I have a certain fear of using the services of advisers and consultants, because finally, I must pay fees for solutions that are beyond my reach, perhaps they are not appropriate to my needs, and if they ultimately fail, Who suffers the consequences is only my own company.
Analyst - It is true and very reasonable the feeling of fear that you have. But there is a new light on the horizon. Today there is insistent talk of ethics and development, of the social responsibility that all the actors in the activity have: the State, Entrepreneurs, Professionals, Workers, etc.
This issue of social responsibility implies that just as the employer must take care of his own interests by efficiently managing his company, he must also take care of the environment so as not to harm it, he must also take care of his workers (their training, their health, their remuneration, etc.) without which you will not be able to carry out your task. In the same way, the State must act competently, diligently and honestly. The worker, on the other hand, has the social responsibility to act in defense of the company, which is ultimately who gives him the possibility of employment and by this means ensures the well-being of the family nucleus.
So we are talking about "shared values" not discourses. Of a true social responsibility that implies an appropriate mode of collective conduct for the achievement of our highest existential values.
In the same way, advisers or consultants must adhere to the principle of "shared values" and adjust their professional conduct to the principles of social responsibility. How? Well, within a scheme, in which a large part of the fees are subject to the results of their consultations. In this way, the entrepreneur perceives that the advisor is interested in achieving the objectives, will feel confident and at the same time assume the commitment to start new projects or improve existing ones.
Entrepreneur - I do see this system as necessary and positive. It would give me confidence. But, there is so much competition and crisis and also that issue of globality. I do not know if I will be able to assume so much responsibility.
Analyst - Let's look first at the issue of capacity. Today everyone, both employers and workers must be trained to perform in different areas of activity. This issue of globality, of the complexity that all matters related to economic and social activity have today, is no longer settled with having completed primary or secondary studies. Neither is it necessary to have professional tertiary degrees.
Regardless of what has been said before, what is evident is that whoever wants to develop a business activity or seek employment, must have some training in specific matters of practical activity. Training that will allow you to understand the process, understand and calibrate what the advisor tells you, and know and interpret what administrative officials are doing.
However, the fundamental thing must not be forgotten: the relationship between training and advice.
This means that in a globalized and continually changing world, both the largest and smallest companies, along with advice, need training in certain areas.
In the same way, the person who is being trained must then require a follow-up of advice for the practical application of the acquired knowledge.
In simpler terms, business training is "THEORY" in light of the dizzying changes in the world today. In daily practice, the entrepreneur and his collaborators must test this theoretical knowledge, they must take exams every day, and the "passing" or "failing" these tests determine the success or failure of business.
Entrepreneur - But to train you have to study and the truth is that because of my age, work, and my family, I am not in a position to go to classes either day or night. So I think the time is up.
Analyst - That is a very common mistake that all people make. Today, given technological advances, you don't have to leave your job or home. From there, where you can receive remote training through simple and easy procedures, which will provide you with the necessary knowledge to run your business.
Entrepreneur - Admitting that I can train myself through distance learning, what will happen to me when I intend to use that knowledge in practice, will not the proverb apply "that from saying to doing there is a long way to go"?
Analyst - Indeed, but it depends on who provides the training service. We will understand this matter. Today it is recognized value that there is a reciprocal relationship between "advice" and "training" and vice versa.
For this reason, there can not, should not, be training without subsequent advisory support, nor can it be advising without training at the same time.
Entrepreneur - All this I have understood. In summary, it is a new way of assisting the company, the entrepreneur and direct collaborators. On the one hand, training and counseling are complemented by closing a circle that, from what I observe, becomes a “virtuous circle”. This is complemented by distance or face-to-face training, with which both the businessman and his collaborators receive it when they are available. I am also seduced by the new ingredient of social responsibility, especially of the advisor or consultant who agrees to defer their fees until the company or project really works. But that is not all, I confess that I am distressed by financial problems, even though the Bank provides funds, it is quite a complication to manage them, guarantee them, monitor their destinations, etc.On the other hand I have the feeling that the barrel has no bottom, the money is used and I cannot understand judiciously which is the destination, or if there can be a better destination.
Analyst - In this sense, as in others, it is necessary for you to admit the help that, professionally, allows you: discover causes and effects, start to fix the «process», and take the road to a new position in the financial market.
In financial matters, you should not expect problems to overwhelm the company, rather you have to anticipate them.
Advice based on economic-financial analysis techniques will reveal the origins of such problems. The analysis of sources and uses of funds will allow us to visualize a series of purely financial problems that require a prompt solution. Likewise, adopting certain disciplines in financial decision-making and subsequent follow-up will give you and those who somehow provide you with funds, transparency and trust.
However, the function does not end there, but it just begins, with the application of the measures that allow it to achieve its recovery.
Entrepreneur - Many times problems are generated by the shortage of the domestic market and, then, one hears that companies must turn to exports and it is a real frustration to understand that it is a task that is not within the reach of the small and even the medium-sized businessman.
Analyst - I can see that you have spoken to me of anguish referring to financial problems, now you express frustration with the development of business.
It is clear that the businessman who wants to successfully lead his company cannot experience anguish, frustrations, stress. That is why I insist that it is necessary to “fix the process” and not merely apply cosmetics to the company.
Other important points in this globalized economy is international trade.
Whoever wants to progress must visualize the external market and whoever visualizes the external market must emphasize various aspects including, among the most outstanding, quality.
To start exporting or importing, it is necessary not only training but also a vision of all the circumstances surrounding this initiative. If you are not doing it yet or you are not doing it well, you have to start by posing the problem through a Plan that allows you to clear all the unknowns that arise. It is necessary, therefore, to train and get advice, before taking the firm decision to commit to the outside world.
However, do not be discouraged, it is simply taking the necessary steps to enter a real business and not an adventure. It is a business that if you face it technically can make you experience many satisfactions and interesting profits.
Entrepreneur - Your words have helped me a lot to understand things that in practice seem difficult to solve. However, even correcting these shortcomings of which we speak, there is still a problem that I find difficult to face. I am referring to relations with both workers and administrative personnel.
Analyst - Problems of human behavior, leadership, lack of adaptation to the various situations that originate in the changing circumstances of this time, should be referred to experts in human relations. The system we are talking about in terms of training and advice, allows the employer to solve, through the same system, all the problems that may arise in the company, including these, related to human resources, Much more would be necessary to speak on these subjects. However there is one that we should mention with emphasis. In the approach that we have accepted, that is, corporate social responsibility, there is a predominant factor: relations with staff. It is difficult to build a successful company that gives profits to its employer and decent wages and conditions to the staff, if there are no ethical and reciprocal human relationships between the employer and the workers. And this is a matter for RR specialists. H H.
Businessman - I think I understood the message, but I have a question. We have exposed all the causes of the disease, then. What is the therapy you recommend?
Analyst - Finally we get to the point: how to fix the process? I ask you now to return to our written development and in the conclusions you will get your answer.
Conclusions and recommendations
The businessman in our hypothetical example has withdrawn from the dialogue with greater confidence and security.
However, we wonder what actually happens with companies that have closed, entrepreneurs without companies and, fundamentally, people without jobs.
There is easy talk about the need to create jobs, to create new jobs, but in practice, this is very far away, full of complex situations and controversial political positions.
Technically speaking, it is very difficult for employment to grow if there are no investments. For there to be private investments, because there will be no public investments, a series of circumstances must be present. First of all, obviously, there has to be profitable business. Secondly, all the actors involved in economic activity, the state, businessmen, workers, consumers, financial entities, cultural entities, etc. They must guide their behavior so that existing businesses are attractive to invest in the country. This is a general principle that involves us all, in such a way that the responsibility of the country that we are going to leave to future generations weighs on us.
Therefore, we emphasize that the fundamental principle of our activity must be directed towards the path that puts us back in the right direction of progress and growth of our economy.
Although, as we said, this is achieved with the growth of private investment under the conditions outlined above, it is no less true that it is also necessary to set in motion entrepreneurial creativity, an entrepreneurial dynamic capable of continually sustaining and providing feedback.
To recover the lost ground in these times of decline that we have lived, only the entrepreneur's imagination, innovation, wealth creation, the opening of new markets for traditional and non-traditional products, will serve to develop a new process of economic development and job creation.
Naturally, the public sector must contribute adequate policies, services, and taxes so that we can launch A NEW ENTERPRISING CULTURE and through it, all individual initiatives both for the creation of new companies and to rethink those already established.
When speaking of a new entrepreneurial culture, we are also committing the training of new or already established entrepreneurs, in order to close the enormous technological gap that has been opened between developed and developing countries.
In the new Knowledge Society, both training and business consulting use platforms, which make it possible to use the Internet for both, that is, for teaching distance courses and for the relationship between the technicians on the team of advisers and companies..
In this way, the relationship with the Company is fluid, safe and fast, through the tools of the new technology: chat, forum and e-mail. Even face-to-face is an added value that should not be lost sight of, since both the teacher who trains, and the consultant who performs the follow-up, constitute themselves in the company or in the corporation if necessary.
The differential aspect is that, to encourage entrepreneurship culture, not only training and advice should be offered as irreplaceable tools to change the process, but also the installation of incubators for new companies.
In short, the knowledge society offers us today the possibility of learning in different ways: one of them, the theory, which we can grasp through words; the second is the implantation of the culture of the image that allows us to obtain faster, deeper and global knowledge; the third is the training acquired through experience, which is what allows the theoretical knowledge to be administered and put into practice.
We cannot fail to mention, in this turbulent and competitive world, the creation of strategic alliances, teamwork, the formation of networks or a cluster of companies.
With these instruments it will be possible to advance towards the desired economic recovery, not only to the mere growth of certain activities, but to the integral and sustainable development of the entire country.
