I have always believed that when you start something you must have a big dream that you must approach step by step. The distance between what you are and what you want to be is what you do. TOTEM Live was born without a clear purpose. This was discovering it during the way. The purpose…
Right after the September 11 attacks, the general thought was: Who will ever travel by plane again? Just the year before, in 2000, some 1.48 billion people had traveled on such transport. Last year, almost two decades later, the total number of passengers transported in regular services increased to 4,540 million. Tripling the number of…
Writing a third book has advantages. You learn to better manage ‘no time’; you find minutes where there are none. The process is enriching, at times painful, at other times mind-blowing. Creation is that space where fear and illusion coexist, insecurity with trust, and passion with commitment and responsibility. It is to think with another…
Many years ago, when I just took over as Marketing Director of Lacoste, one of the biggest economic crises that Argentina has ever known broke out. Everything was flying through the air. My first high-level job coincided with unprecedented uncertainty and volatility. The first days were horrible. The first weeks too. But one morning came…
Welcome to the new world we talked about so much in the past. This one in which speaking gave space to creating; creating to experiencing; experiencing to making mistakes and making mistakes to learning and learning to doing. The human being is the only animal that stumbles twice on the same stone, and blames the…
While one brand says “this cannot be done”, another one is already doing it. Or it has already done it. Companies don’t need more data but a new mindset. And there are no small and large brands, there are fast and slow brands. Before the Digital Age, the big company “ate” the small one. From…
I had the good fortune to study International Relations at an exciting time in our history. It was just after the end of the Cold War and the fall of the Berlin Wall, in a decade when a new world order was dawning. Our professors reminded us of the past from which we came and…
For now, and only for now, the use of masks is “recommended”, not mandatory. But it is a matter of days, perhaps weeks, when it will become mandatory. Little by little we will be leaving behind the enclosures to begin to retrace a new reality. Among the immense range of changes that are coming, there…
Hardly anyone saw this pandemic coming. But the pandemic is here. And many people ask me about the role of business leaders in these circumstances. Once leaders recognise a crisis as such, they can begin to organise a response. But they cannot respond as they would in a routine emergency, following plans that had been…
I remember, as if it were yesterday, a night in 1983 when I went to the cinema to see the film “The Day After”. I came out of the cinema so moved, that many years later I still remember what I felt at the time. The film showed us a world in which nuclear war…