The great business, educational and social change has not been generated by the crisis but has accentuated and accelerated it. The world lives in a process of permanent change, so what should not be lost sight of is the medium and long-term vision. Brands and people are being protagonists of this new era. The key elements to highlight: coherence, authenticity, trust, evolution, innovation and creativity.

Five years ago, when the Boston Consulting Group consulted the strategic priorities of organizations around the planet, 7 out of 8 companies had established that creativity and innovation remained at number 1.

“The empires of the future will be the empires of the mind” Winston Churchill used to say a long time ago. And it seems that finally that time has come. A new world needs new ideas, new questions, new strategies and, fundamentally, new concepts ., designs and actions.This is a good time to promote the notion of trust in brands and people and ensure longevity, aspects that will help them position themselves beyond the crisis and beyond the new decades. 

The Renaissance of talent. 

The global race is largely played out in the field of innovation, so talent should be the true engine of transformation. Klaus Schwab, founder of the World Economic Forum (WEF), has put it this way: “We are moving from capitalism to talentism.”

In just 5 years, Generation Y, also called Millennials, will represent 75% of the workforce.

Vivek Wadhwa’s book, “The Immigrant Exodus”, discusses how open economies tend to grow faster than closed ones. The efforts of countries such as Australia, Canada, Singapore and Chile to attract talent are highlighted there. An example of its policies: with less than 10% of the population of the United States, Australia issues 126,000 “green cards” compared to the 140,000 that that country deliver. 


Large companies should also understand the difference between what should never be changed and what can be open to change, between what is genuinely untouchable and what is not.

The few brands that enjoy lasting success have a purpose and certain values ​​that must be kept inward, flexible with the situation. While business plans, strategies and practices can be adapted indefinitely to a world in permanent transformation.

In a very short period of time, communication technologies have given rise to a new system, which has profoundly changed the culture and the economy. It could be said that we are experiencing another Renaissance, where the key will be in talent, creativity and the ability to adapt to change. Or, better yet, to generate them.

At the end of the day for brands, companies, people, there are two options: predict the future or create it. If we worry about predicting the future we assume that there are others creating it. The great advantage for those of us who want to create a better future is that we have to work today so that what happens in a few years will happen.


In 1962, John F. Kennedy shared his plan to take humanity to the moon. And part of his speech said:

“Its dangers are hostile to all of us. Its conquest deserves the best of all humanity, and the opportunity it offers us to cooperate peacefully may never arise again. But, some ask, why the Moon? Why do we choose this goal? And in the same way they might ask, why do we climb the highest mountain? Or, 35 years ago, why did we cross the Atlantic in a small plane? […] We have decided to go to the Moon. We have decided to go to the Moon in this decade, and also face the other challenges, not because they are easy, but because they are difficult, because this goal will serve to organize and measure the best of our energies and abilities, because it is a challenge that we are ready to accept, that we are not willing to postpone […] ”.

On July 20, 1969, at 10:56 Florida time, before the gaze of millions of people around the world, the man reached the moon. As he descended the ladder of the module, Neil Armstrong proclaimed the famous phrase: “This is a small step for man, but a great leap for humanity.”

Our moon, today, is to be able to re-found society, the way we do, share, consume, create, live. It is our great challenge and it will not be easy or fast, but like any great mission, it cannot be postponed.

It will not be easy, but it will be worth it. Let’s take the step.

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