The Company is Beautiful

When I was just starting out in life, I was passionate about both communication and politics, but I lacked a clear vision of what my true calling might be; I was so unsure of which way to go professionally! Eventually, I decided upon the world of business, though I must say that there were times over the years working as a consultant when it was not so easy to validate my choice.

I often marvel, however, at the inherent beauty of how a company works. I am reminded of the opening lines of the marvellous 1997 film by Roberto Benigni, La vita è bella: "This is a simple story, but not an easy one to tell. Like a fable, there is sorrow, and like a fable, it is full of wonder and happiness." Increasingly, I find these words comforting when I think about the role that companies play in society today.

Applying these words to the business world, I consider that its most alluring feature is the critical part it plays in creating a country’s wealth. Attaining social justice, or realising any competitive development, is patently not possible without a strong business network which brings value to society as a whole. Unfortunately, though, I believe a large part of society has not come to terms with the fact that the development of companies is a key factor in advancing social equality. And the most attractive aspect of business is just that: the possibility of creating a just society.

Although somewhat imperfect at times, and not really eternal, as Benigni put it in the film, beauty is what motivates us to work tirelessly to improve the company. Aside from the intrinsic imperfections found within human creations, companies have been considered 'ugly' from the viewpoint of several social sectors.

Today, and more than ever, we need companies to shine their beauty and light brightly out to society, and therefore, continued effort is required to maintain their attractiveness. We also need to strengthen the idea of companies as communities of people who work towards a shared and sustainable project. In essence, companies need to be ethically run and deeply-rooted in the society where it operates, and re-energised by being inclusive of multi-cultural traits which would contribute a certain 'exotic flavour' to the company whilst in search of the proverbial fountain of youth.

By all accounts, our world today is in tremendous upheaval, making it very difficult to compete. Nevertheless, an extraordinary path is opening up before us to overcome imperfection and a host of additional obstacles allowing us to create 'beautiful' business projects. In order to give a new lease of life to companies, we'll need to recruit top talent, culturally diverse professionals who are well-versed in new technologies and other skills while developing their competitiveness by using new models of beauty. This new paradigm would be a golden opportunity to make companies a place where we could exclaim: "Life is beautiful", as is the business world.

Read the original article in El Economista.

Sabin Azua

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