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Quality Magazine • www.laqi.org 1

qualitymagazine

edition

185

Coaching gerencial como herramienta para una gerencia eficaz Lucy Amado The Word: a womb of creationLUSBIN DUARTE

Strategic planning,A luxury or a fundamental necessity for the growth of an organization?Martín Álvarez

Working conditions that produce occupational stress, fatigue or depression: What to do?Héctor Ayala

Can we really be happy?Pedro Amador

Creative collectionsEnrique Rosas

How high do want to get?Jorge Arias

2 Quality Magazine • www.laqi.org Quality Magazine • www.laqi.org 3

INDICE

summaryarticles

Carta del editorEdición Nº185

Carta del CEOMensaje del Presidente de LAQI04 06

18

26-28

16

22-24

32-34

10Enrique Rosas Creative collections

Pedro AmadorCan we really be happy?

Jorge AriasHow high do want to get?

Lusbin DuarteThe Word: a womb of creation.

Héctor AyalaWorking conditions that produce occupational stress, fatigue or depression: What to do?

Martín Álvarez Strategic planning,A luxury or a fundamental necessity for the growth of an organization?


Letter from the Publisher

EDITORIAL

Managing directorDaniel M. Da [email protected]

Editor-in-chiefAna Lucía Ramos [email protected] Art editorAndrea [email protected]

Copy editorCarlo Chávez [email protected]

Dear reader,

We welcome you to a new edition of Quality Magazine. In the following pages you will find a collection of instructive articles inspired by topics that are now the tendency on a global level such as Strategic Planning, Quality Management and Entrepreneurship. We invite you to read them one by one, as well as check the Reports section, where organizations contribute with their successful experiences in Latin America.

We are honored to share the work of our experts, who are committed to our organization, in order to offer you greater knowledge; we are also honored to share the work that the organizations of our Network has been developing in the areas of Corporate Social Responsibility and Total Quality.

We wish you an excellent season, and we invite you to keep sharing your corporate expertise with us. As usual, it is a pleasure to count on you as our readers, and we hope to contribute with our vision of excellence at every new challenge. We appreciate your comments on this issue, and please feel free to share it with your contact network.

Success!


Daniel Maximilian Da CostaFounder & CEO

Latin American Quality Institute

Letter from the CEO

dANIELMAXIMILIANDA COSTAfounder & ceoLAQI

CEO

In this edition, we once again offer you all who are part of the LAQI Member Network the opportunity to enlarge and share your corporate knowledge and experience, thanks to the contents that follow.

We are just one month before the IX edition of the Quality Summit meetings, and I would like to stress that this year Ecuador, Brazil, Bolivia, Mexico and Peru have been selected as strategic venues for these meetings, given their great advances in the areas of economic and sustainable development. Those meetings will gather renowned local organizations that will be trained and noted for their excellence in management, as well as for their commitment to their interest groups.

Every corporate meeting is an experience that adds knowledge and creates business opportunities, which makes us glad to continue working as an organization that contributes to the region.

Finally, I invite you to enjoy the present edition, and I hope that its contents are useful and inspirational to implement new actions within your companies, always with continual improvement and sustainable development as a priority.

Cordially,


ENTREPRENEURSHIP


CREATIVE COLLECTIONS

Enrique

Rosas

CEO ROSAS & NASH

Experto Latinoamericano en Cobranzas y Negociación.

[email protected]

[email protected]

www.rosasnash.com

00-58-412-930-1548

Throughout the history of humanity, until to-day, human beings have been taught countless skills, but unfortunately they have not been

taught to think. They have been taught where and how to find any kind of knowledge, but they have not been taught the way to combine different skills to obtain more ideas. It is not enough to teach dif-ferent kinds of knowledge, general or specific, if you do not also teach how to acquire a greater mental ability do UNDERSTAND better, to THINK better, and to CREATE better.

Thus the importance of learning to RELATE. Accord-ing to Dr. Luis Alberto Machado in his famous work “The Revolution of Intelligence,” the ways to relate constitute something that can be learned, and, be-cause of this, something that can be taught. Think-ing is relating a new idea to an old idea, and this is possible thanks to the memory.

We have then found out that the ways to relate con-stitute the best tool to innovate, to produce, and to generate great ideas However, we ask ourselves: Is there a formula to help us relate and generate innovative ideas that improve our collections, sales or any other activity?

In “A TECHNIQUE FOR PRODUCING IDEAS,” James Webb Young describes a 5-step technique to gen-erate ideas.

1. The mind must collect the raw material (informa-tion, knowledge, existing ideas about products and people).

2. The mind must digest and process this material.3. Then you must forget about the topic complete-

ly.4. The idea will come by itself as if by magic.5. Finally, you apply your newborn idea to the real

world to see what happens.

German philosopher Helmholtz used to say that he followed three steps to generate ideas:

1. Preparation. Time to analyze the problem in all its aspects.

2. Incubation. Time during which he did not think about the problem.

3. Illumination. The moment when ideas arrived unexpectedly, effortlessly, as if by insight.

Moshe Rubinstein, a specialist in problem solving at the University of California, Los Angeles (UCLA) states that there are four different stages in solv-ing problems.

1. Preparation: The elements of the problem and their relations are analyzed.

2. Incubation: Pillow consultations.3. Inspiration: When a solution suddenly appears,

you feel a spark of emotion.4. Verification: The solution is tested to make sure

it works.

Although all these formulas agree upon the steps to generate an idea, no one refers to the mental state that we must reach to take these steps. Jack Foster, author of the book “HOW TO GET IDEAS,” states that the device that organizes our brain is very simple: A) Promote good humor; B) Encourage the tendency to have ideas; C) Establish goals; D) Think like a child; E) Be curious; F) Develop values; G) Reflect upon your Way of Thinking.

Do not forget: learn to combine and/or relate your different types of knowledge, and start now generat-ing innovative and creative ideas that will increase your collections and your productivity.


LUSBINDUARTE

Formador / Mentor & Coach

Teléfono: (506) 8689-1004

E mail: [email protected]

Pagina Web: www.lusbinduar.jimdo.com

THE WORD: A WOMB OF CREATION

Where is the word born? The human voice is produced in the larynx, whose most impor-tant part, the glottis, constitutes the true

organ of human speech. The air coming from the lungs is forced during expiration through the glot-tis, which makes the two pairs of vocal cords, two double membrane-like reeds, vibrate. The cavities of the head, related to the respiratory and nasopha-ryngeal systems, act as echo chambers.” Whenever we are near a child, or children, we speak carefully, because we do not want them to learn incorrect words, or because we do not want them to use the words without control and embarrass us

Children say a lot of things without thinking about the effects they may cause; in one way or another, they are sure that what they are saying is correct, for they have heard it from their mother or father, or from some very close family member.

So are words in our life. We act according to the words we use; that is why it makes a lot of sense to think before we speak, which avoids several uncomfortable situations.

Words have the power of creat-ing and destroying.

Our words have the power of cre-ating and the power of destroy-ing. The best example is friend-ship, or a relationship: it starts with an agreeable, loving and harmonious conversation, but any word that we use out of place may end the relationship.

During our life, I think that it would be ideal to reeducate, feed and restore our vocabulary. As we grow up and mature, we lose our innocence. This may reduce our ability to grow. Therefore, we start to doubt, to doubt ourselves, to see only what is negative and the ugly, instead of what is posi-tive and beautiful, to distrust be-fore knowing.

Is there no food? Or is there food? Both questions are basically the same, but the former implies that we are conditioned to think that THERE IS NOT.

• I am poor. • I can’t.• I don’t have it.• I don’t know.• I won’t even try.

If I say “I can’t,” I really mean it: “I can’t!” But if I say “Yes, I can,” I also mean it: “I can!”

The words ARE NOT CARRIED AWAY BY THE WIND; they remain printed in our subconscious mind and in our heart, thus leading our live through what we say.

If our vocabulary is poor and pes-simistic, so will be our life. We want abundance, we want peace, we want to be happy, and so on, but our mouth states the oppo-site. Our future depends on our words; because of this, we must start to change our life by watch-ing the words we say and the way we speak.

Our Larynx is a womb, and it must bear only words of love, of harmo-ny and of understanding.I hope you give birth to a life of abun-dance and Success.

http://laqi.org/ecuador/


PedroAmador

Especialista en Coaching y Comunicación

E-mail: [email protected]

Teléfono: +971 55 179 1508

Web: www.autocoaching.es www.migpsvital.com

CAN WE REALLY BE HAPPY?

WHY DOES A GOVERNMENT SEEK OUR

HAPPINESS?Dubai has just appointed a Minister of

Happiness, and the question is: what for?

As usual, everything is relative, and at least this is a first step. It is not surprising that in every country there is a Minister of Finance, even if it is no guarantee that everyone will pay their dues or taxes.

Philosophers already presented ideas about happiness centuries ago. Aristotle maintained that all men agree on calling happiness the presupposed unity of human aims, the su-preme good, the ultimate goal, but he also said that it is difficult to define it and describe it. The Socratic Method may serve the area

of coaching, inasmuch as every individual must be responsible for their own happiness in life. Happi-ness is personal and non-transferable, even if it may be hard for some people to understand.

For a long time now, science has been more impor-tant than any other set of less tangible traits, and it has led us to gradually isolate feelings. Scientific thinking only considers as valid what can be repeat-ed several times, and feelings are something very personal. An individual’s knowledge is not valid if it is not compared to other individuals’; therefore, little by little, we have ignored our inner self in order to validate the collective knowledge.

Nowadays we have to measure, calculate, man-age, and anyone who is not aligned with these ideas should start on antidepressants because they are on the path to madness. It seems like the discon-nection with our inner self is the main reason why governments are worried, and trying to make us more concerned with our happiness.

Bhutan, a small Asian country, started first with its Gross National Happiness Index. Other countries have followed, such as the United Kingdom, Ger-many, South Korea, or cities like Santa Monica (US), Bristol (UK), and Dubai (UAE). I recommend read-ing the “World Happiness Report” to visualize the annual reports published on a global scale. As ex-pected, based on statistic data (with samples of at least 1,000 citizens), they establish patterns of what “science” understands as “happiness.”

The academic world has also been active, and it has produced several researchers of happiness such as Sonja Lyubomirsky (summa cum laude from Harvard and PhD. in Psychology from Stanford), Tal Ben-Sha-har (B. S. and PhD. from Harvard) or Daniel Gilbert (B. S. from the University of Colorado and PhD. from Princeton), to mention some of my favorite. The corporate world has not ignored the trend, and it suffices to remember how Coca Cola has made a great effort to link its beverage to happiness.

Well, has it helped us to be happier? Will science really help us to be happier? Something will, but as I have already pointed out, how is it possible that antidepressants are the most consumed medicines in the last decades? Are we becoming all mad? Or are we maybe getting more empty and full of questions? Will governments continue to try to measure our happiness even if they know that it is something per-sonal and that cannot be generalized? At least they are concerned, but as for me, I have been working for years with Happiness Technology, which focuses on the individual. But this is a different story.

http://laqi.org/brasil/


QUALITY MANAGEMENT


Héctor o. Ayala

COACHING & ARQUITECTURA EMPRESARIAL

[email protected]

Miembro directivo de la RED GLOBAL DE MENTORES

Red Global de Mentoreswww.linkedin.com/in/hec-

tor-ayala-a307253b

WORKING CONDITIONS THAT PRODUCE OCCUPATIONAL

STRESS, FATIGUE OR DEPRESSION: WHAT TO

DO?

Maybe talking about one of these conditions is something common; in fact, most people relate each one of these conditions to one

single word: STRESS. Even the pressure they get from their bosses, they call STRESS; they call their boss-es STRESSFUL if they are hard-working. Does this perception make us see bosses as misunderstood? Maybe so, but it is no reason for alarm; it is better to first identify these conditions and their causes so as to start fighting them one at a time, at their root.

For instance:

An excessive work load must defi-nitely be related to some sign of fatigue; not identifying it in time may cause the person to perceive little interest from the leader, which after some time will cause depression. As you can see, this is an example to show that maybe the bosses identify the person’s depression and not the work load to which the person is submitted periodically, and this may also lead to the boss suspecting that the person has problems at home; the real cause appeared a long time ago and was not noticed.

Another example is the poor man-agement of organizational chang-es. Such changes surely cause a certain degree of insecurity on team members; the insecurity may also be interpreted as occu-pational instability, and at the end may generate a stressful environ-ment that is solely the product of lack or information or bad man-agement of a simple situation. As you can see, the stress in this case is originated in something that does not even involve the people who are being affected.

In my experience, I have also seen several organizations that lack clarity in the functions of the job positions; lines of command are not very clear and some people violate functions and authority, which will definitely generate countless situations of stress, fatigue and depres-sion. However, this situation is even worse when there is an ambiguity in decision-making; leaders are not in agreement, start giving orders, and people do not know who to follow, or they will simply answer to the one who is hierarchically higher, even if they know it is not the best option. I believe that anyone who has lived through a situation such as this one will agree that there will be a long list of problems emerging from the people who go through such situations.

The mental and physical well-being of workers is the company’s re-sponsibility, and leaders must be prepared to guarantee an environ-ment free of any situation that can cause an unfavorable mental or physical condition.


The big question then is: What can we do to guarantee a men-tally and physically healthy en-vironment, an environment free of stress, fatigue and de-pression?

Unfortunately, there is no single answer to this question, and there is no guarantee that these aspects can be eliminated for a simple rea-son. It is a matter of HUMAN TAL-ENT MANAGEMENT, and I stress the word HUMAN. The aforemen-tioned conditions are inherent in people; sooner or later, no matter what you do, these conditions will appear. What we like is exhaust-ing when in excess; love causes stress; good things cause depres-sion when they are not achieved or lost; in essence, life is full of examples like these.

What can we do?

• The most important thing is learning how to prevent such risks; this way, you can reduce their impact in the organization.

• Organizations must understand that investments in reducing oc-cupational stress, depression and fatigue have a positive impact in employees’ performance, and this also has a positive effect in the results of the organization.

• An in-company program that provides mental well-being could also help reduce the pressure that is increasingly necessary in the business world, due to the sudden changes caused by technology and communication.

• Involve workers in the design of a program to evaluate occupational risks; involve them also in its implementation.

Conclusion

Organizations increasingly have the need to focus on the markets, due to the speed with which everything happens; competence is higher, customers become more demanding, technology changes at a fast pace, among other reasons. Therefore, it is now the correct moment to start from the inside: a well-nourished and physically fit body can always face illnesses and challenges much better; the same happens to an organization. This is the reason why the best way to become more competitive, to acquire a bigger share of the market, to become the concern of the competition, and to make the organization grow lies exactly in having people focused on their job, motivated and free of stress. This must be the commitment of the organization to its team members, so that team members can in turn give the organization back the commitment to make it grow no matter what the market conditions..

http://laqi.org/bolivia/


Jorge Arias

E-mail: [email protected]

Tel: +52 33 3615 3471 / +52 33 3615 6861

Página Web: www.cehu.com

HOW HIGH DO WANT TO GET?

Have you considered that your Attitude and your leaders’ have to do with what happens inside your

organization?With your attitude, you determine how High you

want to get!Jorge Arias

When someone mentions High Performance organizations, I immediately think about the kind of Leadership they have, and

about the profile of those who represent them. I have always believed that the quality and the size of the leaders are directly related to the quality and the size of the Organization. Such organizations, by showing off their greatness, achieve the Highest value perceived by their Customers; as consequence they obtain their customers’ loyalty to the brand and to the product or service offered.

Therefore, it is not enough to work on the task of defining your vision or goals and think that they will be reached; the enthusiasm, the faith and the attitude that you have and show the others to reach as high as possible will be crucial when the time comes to aim and hit the target. As a leader, you play the most important role in this process of Alignment, and because of that you can NEVER show distrust in achieving a high level of results, and you can never lose the faith in those around you.

However, what does attitude real-ly mean? Not a day goes by in our lives that the word “attitude” does not appear at some moment. I remember when I used to play soccer, and our coach, when the team was not playing well, would tell us: “Boys, you have all it takes to win, but your attitude on the field is so bad that you are doing all you can to lose the game.” In

the corporate world, more or less the same happens. We undertake a huge process of Strategic Planning, we analyze different scenarios, and undoubtedly, in the course of time, we stop playing with the same enthusiasm during the year without a reason.

DEFINITION OF ATTITUDE

Attitude is an inner feeling that is expressed in our behavior! Based on this definition, whenever you express your emotions to the others, you show this attitude, of a good or bad influence, to those around you. Of all the things that we use, our expression is really the most important, and we, as leaders of an organization, team or family, must be always willing to show the most adequate attitude, the one that will make everyone else have a winning or positive feeling in their lives.

We demonstrate our level of Attitude in our verbal or body language; so much so that when we must BE COHERENT with our vision of the busi-ness, we must make sure all the time that the language expressed daily is correct and adequate to constantly motivate those who are around us, or who accompany us in the search of results, to be coherent, too.

What good are so many technical skills in the organization if we do not express with our Attitude the desire and the strong conviction to go as far as possible? The size of your people, as I have always pointed out, is directly proportional to the size of their leaders, and, if you want to obtain good results, you then must make sure that your behavior all the time is at the same level as the size of your dreams.


Between the process of Planning and our Results there will always be our Level of Performance, and it is precisely during this phase that we must show that our At-titude is key in reaching a High Level of Performance. Psycholo-gist and philosopher James Al-len once said: “You cannot travel within and stand still without.” Soon what happens inside of us will affect what happens outside. A harsh Attitude is a terrible ill-ness. It produces a closed mind and an obscure future.”A posi-tive Attitude leads to growth; the mind expands and progress begins.”

Find a word that describes and determines your success in the organization. Which one would it be? You are probably thinking of profitability, volume of sales, bet-ter costs, less staff turnover, etc., but if you dig deeper, I am almost sure that you will find the word At-titude among those other words, and you know why? Because it is our attitude that determines our leadership, our greatness and our strong conviction to always go be-yond our limits. This is how inno-vation appears, as well as our abil-ity to be different, and our highest possibilities to Assure our Vision of the Business. It is the leading force that will determine whether we will win or lose.

“Some people think that attitude is a general difficulty. For others, it is an opportunity amidst all dif-ficulties! In the end, you must de-cide which side to take!

From the moment when any of our commercial partners or or-

ganization that approaches us, they offer us the possibility to revise our mission and vision of the business, as well as the values on which they are based and that will help them to be adequately achieved. We must revise the level of Attitude of the Leaders of these organizations, and we know precisely the level of work that we will have in order to implement a change that allows us to create a culture of greatness in them.

If we decide to start an organization, or work for one, we automatically determine our approach towards life, and in that sense we are indi-vidually responsible for our decisions. Therefore, if we aim high, our dreams will also be high; if we aim low, we may crash. This aspect of our lives depends on our attitude, and this is how we must understand it!

Win or lose? It depends on your attitude, no more no less! Our level of Leadership, our level of relationships and our results all depend on our Attitude.

The Stanford Research Institute states that the money that people earn is solely determined by 12.5% of the knowledge they have, and by 87.5% of their ability to deal with others. That is why I maintain that the most important element to achieve success is our behavior and our good relationship with people; in other words, our Leadership. When our attitude places others first, and when we see people as the most important part of our businesses, then we will be able to fully satisfy our Customers, and our vision will become a reality.

Let us consider the following statistical data obtained from studies conducted in the Industry by renowned Universities in order to answer the question “Why do we lose our customers?”

1% die.3% move.5% find new friends.9% for price reasons (Competition).14% are not satisfied with our products.BUT...68% because of the attitude of indifference in the way they are treated!

In other words, 68% of them are lost because in the organizations there is no true attitude oriented to SERVE the Customers the way they deserve.

There is not one Culture that en-courages the increase of a good relationship with those we serve, and it is quite evident that the work within the organization in all areas (Customers and Inter-nal Suppliers) is not what is most important to assure and comply with our goals and vision of the business. In other words, there is no COHERENCE between what we decided to do and what we really do.

The practice of a good Leadership involves going beyond the Techni-cal Skills of our team members; it concerns striving to light that in-ner fire in our heart and keep the flame alight without losing sight of our business; it means achiev-ing a high level of influence by do-ing what is right to ourselves and to others! It means going for it, that is, constantly advancing by

practicing continual improvement and continuing education; it means not collapsing in the middle of a storm, in time to be able to sail calm waters. It means to search for the greatness of our organization, ex-pressed by what we say, not by what we do, which has to do with the opinion of those who we serve by obligation: Our Customers!

Sidlow Baxter has said: “What is the difference between an obstacle and an opportunity? Our Attitude toward it. Every opportunity has a difficulty, and every difficulty has an opportunity.” It is that clear!

Therefore, my dear friend entrepreneur, or reader of these lines that I write every month, please reflect a little over this topic. If you want to reach as high as possible, you have two tasks:

1. Working inwards, increasing the level of your leadership and improving your Attitude towards life;2. Working outwards, making sure that those who accompany you on the way are at the same level as you are in such matters.

As always, at CEHU we are ready to help your organization to achieve a High Performance Level.


STRATEGIC PLANNING


Martín

Álvarez

GRUPO ALBE CONSULTORÍA, S.A. DE C.V.

“Potenciamos y Liberamos tus Recursos Competitivos

Humanos y Empresariales®”

T: +52 55 5310 0950 / +52 55 5310 4993

[email protected]

www.grupoalbe.com

Twitter: @MatElEstratega

La planeación estratégica:

¿un lujo o una necesidad

fundamental de crecimiento para

las empresas?“Undoubtedly, Paris, The City of

Light, has won my heart,and I shall return whenever I have

the opportunity.”A tourist in love

What do you like the most when you go on vacation? Where do you go back to frequently on vacation? What places, national or interna-tional, do you usually recommend for a vacation?

As for me, I must say that I have recently had the opportunity to spend an excellent vacation visit-ing some cities and countries in Europe, and of course, my inten-tion was to enjoy, as any tourist, the food, the beer, the wine, shop-ping, walking, the museums, the shows and the cities, but inevita-bly my consultant mind started thinking about the corporate strategies that each country, city or business had designed and implemented in order to obtain good economic and commercial results. Today, already back to work at GRUPO ALBE, I cannot resist summarizing some features that I was able to notice and that may be useful so that other busi-nesses and organizations can adapt to their own context, above all because the topic of corporate strategies is one that personally attracts me, and it is one of the consulting products that we offer our customers the most at GRUPO ALBE.

Corporate Analogy

1. There is a strategy behind the success of each business and organization. The image Europe has in the mind of the tourist is un-deniable, due to the great amount of commercial, market, financial, political and social resources used in order to be the first option of international tourism. In fact, France, with 80 million tourists, and Spain, with 60 million tour-ists, are among the first five coun-tries in annual international tour-ist attraction. The moral of this story for entrepreneurs and man-agers is that they need a strong passion, energy and resources to achieve their goals of corporate growth and development. Such a strategy must be obligatorily defined and expressed in writ-ing, and periodically revised and improved. It is like a castaway who swims to an island and needs to

constantly look at it to adjust the course. Undoubtedly, corporate success in most cases is a natural and direct result of a planned ef-fort behind the team of leaders (the top management of an orga-nization).

2. There is a set of strate-gic goals, the most important of which is to attract a minimum of international tourists every year for a number of years. Imagine the effort it takes France, for in-stance, to attract 80 million tour-ists every year. They must have an engine very well oiled to assure that all interested parties know the objectives, the indicators and the strategic goals. This macro goal serves as a reference so that all financial, commercial, adminis-trative, human and technological processes define their own micro goals. The moral of this story for entrepreneurs and managers is that when they define quantita-tive goals, there must be a desti-nation point, and as Dr. Deming used to say, “working hard is not the same as working intelligently.” Undoubtedly, corporate success in most cases is a natural and di-rect result of defining the strategic goals of the organization. At GRU-PO ALBE we understand strategic goals as the critical and vital quan-titative result for the continuity of the operation. In an analogy with the human body, the heart, the kidneys and the brain are critical and vital organs for the continuity of the life of a human being. An objective always leads to a quan-

titative goal, because phrases like “give your best,” “work harder,” “think,” “hurry up,” etc. are not strategic goals; they are merely good wishes. In the interest of achieving a good balance of stra-tegic goals, it is advisable to define them from four key perspectives, based on the fathers of the (Dr. Norton and Kaplan): 1) econom-ic and financial; 2) commercial; 3) process (customer-oriented strategic processes, support processes oriented to strategic processes, and product innova-tion processes); 4) human and technological development. The average number of strategic goals per perspective is 2.5. In an SME, it is possible to have at least four strategic goals and an average of 10 strategic goals. More strategic goals will depend on the previous experience of managing corpo-rate strategies, on the size of the organization, on the amount of business units, on corporate gaps, and so on.

3. There are improvement projects that generate synergy among the countries of the Euro-pean Community and among all interested parties (air and land transportation services, hotels, travel operators, cities, service providers, etc.). For instance, renovation projects of airports, roads, museums, buildings and hotels, the projects for the cre-ation of new touristic routes and circuits, and so on. The moral of this story for entrepreneurs and managers is that once you have


defined your strategic goals, you need to answer the question “how can I effectively reach such strategic goals?” Each “how” implies de-fining an “improvement project”, an “initiative” or a set of actions. In other words, within the corporate strategy of any organization there may be at least one improvement project for each strategic goal. The average amount of improvement projects per perspective is 2.5. In an SME, it is possible to have as many improvement projects as there are strategic goals, and an average of 2.5 improvement projects per each strategic goal.

Content of the corporate strategy based on GRUPO ALBE’s methodologies

The design and redesign of corporate strategies based on GRUPO ALBE’s consulting methodologies include three components, with which, together wih our customers, we “Maximize Your Human and Competitive Resources”.

ConclusionIf for tourists several of the above aspects of corporate strategy are not conscious, for an organization’s customers several topics under the “iceberg” of corporate strategy are not conscious, either. How-ever, there is a big difference between an organization with a strategy and one without it. It is like enjoying the quality of a product: we perceive the faults more easily than the good qualities. But the fact that shareholders do not perceive the corporate strategy oriented to satisfying their needs and expectations, and that customers do not perceive the corporate strategy oriented to satisfying their needs and expectations, does not mean that entrepreneurs and managers

can afford the luxury of not hav-ing a strategic planning process, because, no matter the size of the organization or the size of its expectations, having a strategic plan, as well as designing and im-plementing a corporate strategy, is like having a map, a compass or a GPS that will enhance your odds to reach your destination. Not having a defined corporate strategy will increase the prob-ability of not reaching your desti-nation. Therefore, regardless of the fact that you personally like or dislike planning, for SMEs and big organizations, public or pri-vate, profit or non-profit, having a planning outline is not a luxury, but a basic survival need, a need for economic growth and for cor-porate development.

32 Quality Magazine • www.laqi.org


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