Four values in movement:  COMPETE – CREATE – BELIEVE – GROW

 COMPETE (High professional standards):

  • We do things well.
  • Things are done.
  • The deadlines are met.
  • The mails are answered.

CREATE (Ideas and Creativity):

  • Being creative unites us to the Creator.
  • We codify the eternal in a temporal key.
  • We feed the inner child.

BELIEVE (Commitment to the client):

  • We are HumanFriendly.
  • We are reliable and establish long-term relationships.
  • We work in the century, for eternity.
  • We are ClientFriendly.

“A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him in favor by serving him. He is doing us in favor by giving us an opportunity to do so.”

Mahatma Gandhi

GROW (Good atmosphere, good people):

  • We work as if we were the most talented in the industry.
  • We do not waste time.
  • We like nature.
  • We do not like to generate garbage.
  • We return home on time, proud to earn our day making the world a better place.
  • We are a company with an NGO soul.

From La Machi we are committed to get good causes spread in every corner of the world. Therefore, we know that Digital Marketing is a key ally to get to know our audience and understand what they need, wherever they are. This same advantage that technology gives us is also a great challenge to be updated in the face of changes and constant transformations.

Therefore, we decided to be EMMS 2017 partners, the tenth edition of one of the most disruptive events in the digital world. It is an online and free meeting organized by Doppler Email Marketing during October the 19th and the 20th. It is designed for all lovers of Digital Marketing, whether entrepreneurs without experience or professionals with advanced knowledge.

The event will have the testimony of different referents of the digital world. They will share their experiences and provide some tips for attendees to put into practice in their own projects.

Meet the speakers and review the time schedule according to your geographical area.

Among some of the topics that will be developed on the first day, there will be tips to improve sales in social networks, review techniques of Digital Marketin to “take off” a startup and explore the relationship of brands with users. During the second day, several key areas of current Marketing will be deepened: Shopping Experience, design of business models focused on Customer Experience and some keys to reach the audience at the right time in the hands of Marketing Automation.

More information here.


Interview with Juan della Torre, CEO and founder of La Machi | Comunication agency

Juan della Torre, fundador de La Machi, y usuario de Debitoor, programa de facturación

Juan della Torre, founder of La Machi, and user of Debitoor, billing program

Do you want to know how a communication agency works for good causes? Meet Juan, CEO and founder of La Machi, an agency that works with public good entities, religious institutions, public sector organizations and responsible companies. If you still have doubts about what this means, read on.

Hello, tell me a bit more about La Machi. How did it come about and why did you decide to create such a communication agency?

The idea of making a communication agency specialized in good causes emerged in 2010 when we carried the strategy and creativity of MasterCard Cono Sur from McCann Erickson Buenos Aires. The brand was betting heavily on sponsorships of major sporting events to accompany the feelings of its consumers.

That made us think that the great emotional moments of life do not go through a football world cup, for example, but because of those things that mark you forever, like having a child, choosing the person that will accompany you throughout your life, or dismiss a loved one. And those things do not happen in a stadium, but in your church, temple or in the garden of your house. We saw that the narrow-mindedness of marketing professionals made brands miss the real opportunities to accompany their users in what are the most important events of life.

Today La Machi works integrating the theology of communication and strategic analysis into the creative process in our service units: Consulting (consultancy in communication and strategic planning, press and PR work, crisis communication), Creativity (advertising campaigns, branding & corporate visual identity, graphic design, illustration) and Digital (websites, social networks, apps, virtual reality, newsletters).

I have seen that you have a very specific niche market and that on your website you comment that “lay people, experts in graphic design and communication must turn their professionalism to help the Church to make real the perception of the sacred and the mystery”. Why the laity?

NGOs and religious institutions had a problem with their communication: or it was developed by great-hearted volunteers, but scarce technical knowledge, or by pro-bono agencies, more concerned with winning a prize at a festival than with achieving the organization’s objectives . In short, who always suffered was the good cause.

Given this need emerged La Machi, a communication agency born with the intention of breaking that paradigm to convey what is really important, providing professionalism and bringing platforms and technologies to reach further. And we, as lay people, feel the responsibility to contribute our value.

La Machi, usuarios de Debitoor en su facturación, en la ceremonia de los premios Publifestival 2017

La Machi, Debitoor users in their billing, at the 2017 Publifestival awards ceremony

La Machi works with public welfare entities, religious institutions, public sector organizations and responsible companies. Have you had any clients that do not belong to any of these categories?

I find it difficult to think of an organization outside of these categories, because even in the case of companies I think that none would declare itself as “irresponsible”, because more than the responsibility in the community is not its main value. Our criteria is to detect those organizations that are doing more than making money, which of course is not bad and is necessary, to be able to communicate their projects with the full potential of human values.

What does it consist of presenting traditional values in a modern key?

I would like to answer with an example. When the Pope’s World Network of Prayer, in charge of Father Frédéric Fornos, SJ, proposed us to help them find the best way to spread the Pope’s monthly intentions for the challenges of humanity and the mission of the Church, we dedicate ourselves fully to a research and planning work to find how to convey the message of always but with all the power of new media. We set out to take advantage of the best means, add the best professionals and work with the high quality standards to which we are accustomed in our professional life for big brands. From this process of strategic exploration came the proposal of “The Video of the Pope”.

What is the biggest challenge of La Machi?

Persevere. Persevere. And persevere. As a company, we have a double challenge: first convince our clients that they can “communicate good”; and then convince them with our campaigns. The latter is what any traditional agency goes through, but because of our model and positioning we add a prior challenge to that, and that is to empower the brands and make them protagonists of the good stories that there are to tell.

I have seen that you have spectacular campaigns such as Click To Pray, Argentine Soldier or Woman weaving cultures. How is the process from when you get an order until you start it?

We work for our clients with processes and standards that are at the height of any international agency, but we add another seasoning: we discover what is the good cause to communicate behind that product or service.

In a few words, we try to communicate well the good. To put criteria and professional talents at the service of institutions that are directly or indirectly dedicated to the good. And we also try to be objective with the measurement of our results. The metrics are one of the main challenges of the industry in general, but the digital world is helping us a lot because the tools that exist in this field are useful and reliable.

But as always, the measurement of the results is based on the expectations of each project and client.

Of all the projects, which and why did you enjoy more?

It would be very unfair to many clients if they answered that question, but much more without even thinking about it. I could answer you with a crutch from the industry: the best project is the one that is to come.

How do your clients find you? Does word of mouth or recommendation work or do you focus more on digital marketing activities instead?

In fact, what works for us is a combination of different tools. Of course, digital marketing today is an ally that we are not aware of the limits it has, but because of the specific weight of the place we are occupying or trying to occupy in the industry, word of mouth has opened many doors for us.

What advice would you give to those who want to undertake in the world of communication and design?

I would say: Praying and with the mallet giving! You have to work hard because the best recipe for good results is sacrifice. I would tell them to look for and find their differential, that they team up and that they validate their idea, that they do not remain with the first impression.

Finally, I would say that to be a good professional you also have to be a good person. The future is in your hands, so go ahead.

Finally, what made you decide for Debitoor as a billing program?

At La Machi, we are passionate about the processes and the optimization tools of our work. Some time ago we were looking for an efficient and practical way, which consumed us the shortest time possible when carrying out our billing and accounting. We found in Debitoor a good ally to create our invoices quickly and control our accounting with a general perspective of the La Machi gait.

If you want to know more about them, discover projects they have made or are even interested in communication activities that they can do for you, we recommend that you visit the La Machi website.

Do you use Debitoor to make invoices and would you like us to tell your story? You can write to [email protected] and be part of our group of interviewed users.

Written by Sergio Lozano Álvarez, August 29th 2017

La Machi received 9 awards in the eleventh edition of Publifestival, the International Festival of Social Advertising.

One more year, the emblematic auditorium Caixa Forum in Barcelona was the setting for the great “Festival of Emotions”, a festival that brings together companies, agencies and young talents of international advertising every year to show that a better world is possible through the great power that advertising has.

On this occasion, the jury, chaired by Luis Bassat, decided to award La Machi with eight awards for the cases of “The Video of the Pope” and “Click To Pray” for our client Pope’s Worldwide Prayer Network – Apostleship of Prayer.

Production in Social Advertising Campaign.
 Efficiency in Social Advertising Series.
Social Integration Message in Spot Web.
Efficiency in Religious Social Web Spot.
Creativity in Social Mobile Application.
Better Use of the Message in Religious Social Spot.
Production in Religious Social Web Spot.
Best Message in Religious Social Web Spot.

SPECIAL AWARD to the Agency with the Best Production in 2017.

The journalist Irma Soriano was the host of the gala in which great moments were experienced, such as the Award for the career of Mónica Moro, creative general director of McCann Worldgroup Spain or the Publifestival TV Award for the singer Lucrecia, who also played her songs with more social content to animate the ceremony.

We are happy and grateful. Five years ago, when we founded La Machi, we had the dream of encouraging brands to discover the good cause of their products and services. But we never imagined we would end up working for the Pope, the leader of an institution dedicated to communicating the Good Causes since 2,000 years ago!

IMG_2524El Video del Papa La Machi Publifestival 19225042_821263454665350_7971164984917120650_n19225434_821260767998952_8673924210873399513_n19275180_821261197998909_3903438127615008755_n19396881_821223051336057_3968059984836396298_n

From La Machi – Communication for Good Causes we had the pleasure of accompanying with an innovative game to UIC Barcelona in the Saló de l ‘Ensenyament, the week of training and work that took place between the 22nd and the 26th of March in Fira Barcelona. The proposal developed by our agency consisted of a stand that challenged participants to wear virtual reality glasses (or VR glasses for their acronym in English, Virtual Reality), and tour the facilities of UIC Barcelona. The trick? In each room a number of birds were hidden and the mission was to catch them in the least amount of time possible. Once the activity was finished, each participant received a flyer with information about the action, how to download the application for iOS and Android, and an invitation to join the subsequent contest on social networks.

Virtual reality, passion of crowds in Saló de l’Ensenyment

During the fair, it is estimated that approximately 2,200 people passed through the virtual reality activity. The 480 winners of the challenge took their own glasses engraved with the logo of the Catalan university. In the first three days, most of the participants were children of 4ESO and 1BATX, who came to Fira Barcelona with their schools and educational centers. The groups approached the stand attracted by the experience offered by the game and, in this way, several had their first contact with the university. On the other hand, on Saturday and Sunday, 2BATX students were accompanied by their parents, who did not want to be left behind and also participated in the activity. These even took advantage of the action to know the facilities and the educational offer of UIC Barcelona.

The application “UIC Barcelona VR Experience”

In addition to the event, from La Machi we were in charge of the development of UIC Barcelona VR Experience, the app with which the participants played during the 5 days of the exhibition. The application is now available for free download in stores for iOS (even compatible with iPhone, iPad, and iPod touch) and Android, and allows players to know the facilities of the university from their own mobile. In turn, it proposes challenges that must be met in a limited time, and evaluates each contestant individually for their performance.

Conclusions of an intense, but satisfactory work

After the 5 days of the event, and all the hard work prior to the Saló de l’Ensenyment, we can draw conclusions about this experience: – Gamification is an excellent way to reach our audience. Although the basic information offered by the game is easily obtained from the UIC Barcelona website, the virtual reality game managed to reach new potential students, and in a much more interactive way. – The games are not just for kids. The overwhelming response from parents taught us that there is no age to get excited about virtual reality glasses. – The possibilities of VR are endless. There is still much to be done in the field of virtual reality, and the possibilities offered by this blue ocean are innumerable. We already mentioned in our previous article 5 industries that are renewed with virtual reality, and we will repeat it again: virtual reality is transforming the way in which we communicate. And our experience with UIC Barcelona only confirms this premise!


Imagen destacada-26uic-26

Watch a Paul McCartney concert from the same stage. Walk in the shoes of a refugee. Go through the scenarios of Game of Thrones. All these are just some of the experiences that virtual reality brings us.

Only in the last year, Google has quadrupled searches related to the topic. According to Business Insider, in 2020, the market for virtual reality helmets will be around 2,500 million euros. So, what is this novelty that promises to revolutionize the world of communication?

Virtual reality (or VR for its acronym in English) can be explained as an environment of scenes generated by a device. The user is immersed in this environment by means of glasses or VR helmets. The lenses have the peculiarity of expanding the angle of vision and this creates the sensation of being inside a scene. In this post we will talk about 5 industries that have already started to innovate with virtual reality.

1) – VR in journalism: a new way of telling stories

In the world there are 30 million children displaced from their homes because of the war. How is it done to face such an overwhelming number?

With the documentary The Displaced (or Los desplazados in Castilian), The New York Times traces the story of 3 children in this situation with a 360 video. This is how, through this format, the film transforms a statistic into human stories, and invites the viewer to take a more intimate perspective of the matter.

Another media that proved that virtual reality is possible to transform hard data is The Verge. To show Michelle Obama’s relationship with social networks, the media created “Michelle Obama 360”, a virtual reality video that combines interviews and videos of the former first lady of the US, with infographics and hard data.

2) – The entertainment industry: the experience becomes real

How does it feel to watch a Paul McCartney concert from the stage? Again, a few virtual reality glasses bring the experience to anyone willing to download the app.

Another impressive proposal was that of the popular Game of Thrones. On the occasion of the promotional event of the fourth season, an activity with virtual reality helmets was created in which participants could play to be the character of Jon Snow, and climb the Ice Wall itself.


Stranger Things, the latest cult series from Netflix, also encouraged the VR challenge. Without fully revealing his plot, his official page shared a 360 video that illustrates very well the look & feel of his episodes, and manages to put the hair on end.

3) – Product marketing: impact the consumer like never before

And of course, the big companies are not left behind. One of the pioneers was #VolvoReality, an application for Android and iOS developed for Volvo and launched in 2014. With just one download to the cell phone and the help of the cheap Google Cardboard, #VolvoReaity allows users to test a new model without even Require a driver’s license.

Other VR experiences that stand out are the entertaining Santa’s Sleigh Ride VR from Coca-Cola, and McDonald’s Happy Goggles. The latter proposes a redesign of the traditional Happy Box to transform them into virtual reality helmets (and, why not, also play with the application of golden arches).

4) – Virtual reality and tourism: everyone can reach travelling

In the tourism industry we have the clear example of the proposal of Marriott hotels with its Marriott’s Teleporter. This facility located outside the New York City Hall invited newly married couples to put on their Oculus helmets and visualize different honeymoon destinations where, coincidentally, the hotel chain is present.

5) – Good causes: breaking distances to bring realities closer

Finally, good causes are not left behind when it comes to bringing closer the most extreme realities of humanity. In the 360 Virtual Giving Trip video, the shoes and accessories company TOM’S tells the charitable path that is undertaken with the purchase of their items.

Even more impressive is the video posted by UNHCR (the UN Refugee Agency) on its Facebook page. How does a person become a refugee? What is the road that runs? What type of assistance do you receive from UNHCR? All this is told by this virtual reality video, and without almost using the words. It is enough to see a refugee’s way through his eyes.

And now, where are we going?

It is clear that all these examples are just the tip of the iceberg of how virtual reality is transforming the way we communicate with our audiences, audiences and consumers.

Some companies like Cerevrum are even encouraged to dream of an application that teaches men the art of seducing. Even Google has Expeditions, a project that seeks to make the classic school expeditions more accessible to all students, by putting them at their fingertips with virtual reality.

Undoubtedly, the commitment to this new platform will grow in the coming years. Now we just need to imagine (and dare to realize) all the possibilities offered by virtual reality.


Ranking of El Publicista: La Machi – Communication for Good Causes among the 100 best actors in the Spanish advertising industry!

The magazine El Publicista published a ranking with the 100 best actors in the Spanish advertising industry in 2016 and, for the first time, La Machi is among the top 55.

This recognition made our day. Confirm the path undertaken and renew the importance of teamwork.

#Let’sgoLaMachi #Team #Bestoftheyear


We are already preparing for the III Salesian Day of Communication in charge of Salesianos Spain that will take place in Madrid next Saturday, February 11th.

We are delighted that you have chosen La Machi – Communication for Good Causes as collaborators and speakers of the event. The central theme of this edition will revolve around the importance of image and video in the communication of good causes.

There will be our CEO and founder, Juan Della Torre, along with our Director of Strategic Communication, Justiniano Vila, counting some work experiences of recent years.

We share the program of the event:

III Jornadas Salesianas de Comunicación







#PatioDigital #SalesianosES #LaMachi#goodcauses #communication #digitaltools #innovation #newevangelization #trends #thepopevideo #clicktopray

The BRAVO Awards! granted annually by the Spanish Episcopal Conference seek to recognize, on the part of the Church, the meritorious work of all those professionals of communication, who are distinguished by the service to the dignity of man, human rights and evangelical values. The jury appointed by the Episcopal Commission of Social Communication Media and established in Madrid on November 29, 2016, decided to reward La Machi in the New Technologies category for the monthly initiative “The Pope Video”.

At the awards ceremony, held this morning in the auditorium of the Spanish Episcopal Conference, Fr. José Gabriel Vera Beorlegui, director of the Secretariat of the Social Communication Commission, stressed that “uniting his talent with the Pope’s Worldwide Prayer Network, La Machi has been able to create a new language to make known the monthly intentions of the Holy Father’s prayer, with a viral diffusion, each of his videos, in a few hours, reach millions of reproductions and achieve the goal to make known and unite people in prayer with the Pope. ”

For his part, Bishop Ginés García Beltrán, President of the Social Communication Commission, highlighted the figure of San Francisco de Sales as patron of journalists. “The aspiration to seek, find and spread the truth joins that time with ours, each one of the winners has brought to our life expressions of truth, goodness and beauty, being protagonists of their search, discovery or expression.”


Today we are accompanying #LaTelaDigitale in the World Economic Forum!

The second edition of #CoreValues will take place on October 13th, and #Davos is a prominent setting for its dissemination.

It is an honor for us to become a Special Partner of #CoreValues, the world meeting in which the great leaders of advertising, communication and technology reflect on how to transmit values in the digital era.

#Davos2017 #CoreValues2017 #Communications #Values #DigitalAge

One of the main challenges that organizations have when considering how to deal with their communication efforts is to casually define what they are going to say. Although it seems obvious, many organizations are not clear what to tell of themselves. It is as if the remedy (to be genuine), is also the disease (how am I genuine?).

It happens that organizations, whether private, public or of the third sector, are accustomed to define themselves by what they do (their commercial or helpful activity) and not by what they are (that is, their essence). Then when the time comes for them to ask themselves, “What do we tell our publics?” They often forget the previous question: “Well, what is our purpose?” And a company cannot know what is its aim in this world.

Overcome this stumbling block, the next step is to define what we mean by good cause. Behind are the traditional definitions of Vision and Mission of the companies, which summarized their prospect of future growth and their role in their industry, respectively. The good cause (or purpose) is a concept with a more complementary and holistic view of the subject, by which it can be understood to the reason of being of the organizations and the consequences that are leaving in their environment.

Fortunately, there are more and more cases of companies that have identified the communication of their “good cause” as the center of their strategy. But we are not talking only about your communication strategy, but about your business strategy. When communication becomes the center of a brand, you can only expect a brand with life.

Just to mention some examples, when we hear about Red Bull, besides logically thinking about the energy drink, we also think about adventure, sport, challenges and other values that define it. What can this only be done with big budgets? So then let’s take the example of the ALS Association, which spearheaded the global Ice Bucket Challenge campaign and made the entire world aware of amyotrophic lateral sclerosis (ALS), through a basic challenge that became one of the most successful viral campaigns in the world. the last times.

Many organizations have been talking about storytelling as the axis of their communications. I would say that to “communicate well the good”, we must overcome the barrier and move from storytelling to storydoing. Because the companies that communicate through their essence, are the ones that are leading the way.

By Justiniano Vila – Intelligence Manager of La Machi.

Buenos Aires hosted the first WINA awards, the global festival for advertising agencies or independent multinational networks. After the vote of more than 90 juries, La Machi – Communication for Good Causes obtained the Bronze Awards in Global Effectiveness, Bronze in Global Social Campaign and Silver in Global Campaign (the most voted in this category, since gold was not delivered), with the project The Pope Viedo of our client the Pope’s Worldwide Prayer Network.

The contest rewards the work and the quality of the actors of independent character that operate within the global advertising market, also known as indie advertising. Obtaining this WINA comes to La Machi Communication for Good Causes just over a week after winning the Mercurio International SME Award, from the Argentine Marketing Association, for the second year in a row.

“Winning a prize that recognizes the efforts of independent advertising has double value for us. Not only does it fill us with pride as an independent agency, but it also supports our vision that good causes are the true purpose of organizations. La Machi was born of a personal desire that has become a professional objective, and that is that good can be communicated well, “said Juan Della Torre, CEO & Founder of La Machi Comunicación para Buenas Causas.

The Pope Video has stood out for being the first spot in the story starring a Pope. Under a series of monthly viral videos, Francis invites to join in his intentions for the challenges of humanity. The videos have global reach, are published in 9 languages and already have almost 12,000,000 views and more than 3,000 repercussions in the global press.

The WINA festival seeks to encourage affiliation to associations and encourage the networking of the independent advertising industry from the local to the global. Its purpose is to scale the local and regional visibility to global, to give more value to the agencies in front of their clients, the market and the media.

The Mercurio Awards Ceremony of the Argentine Marketing Association were held and La Machi – Communication for Good Causes won the international award for the second consecutive year.

(Buenos Aires, November 2, 2016). – Last Tuesday, November 1st, at the Astor Piazzolla Theater in Buenos Aires, the Mercurio Awards ceremony was held by the Argentine Marketing Association. The professional marketing community, formed by a jury of more than 3,000 professionals, decided to reward La Machi – Communication for Good Causes with the Mercurio Award in the International SME category, for the case presented as “La Machi and The Pope Video”.

The Pope Video is an initiative created together with the Pope’s Worldwide Prayer Network, noted for being the first spot in history led by a Pope. Under a series of monthly viral videos, Francisco invites to join in his intentions for the challenges of humanity. The videos have global reach, they are published in 9 languages and as of the date they have more than 12,000,000 views and around 3,000 hits in the press.

The Pope Video symbolizes the dream we had 4 years ago when we founded La Machi. Having won an international prize twice in a row reinforces the projection of a creative strategic boutique, doing good things from Argentina. We are very grateful to the Argentine Marketing Association for this award, which also supports our local and international growth strategy for 2017, “said Juan Della Torre, CEO & Founder of La Machi.


They say that the worst enemy of a writer is the blank sheet. What a paradox, one of the two basic elements that you need to write, is placed in front of you to ask you “come on, you have nothing to tell me?”. Almost as if daring him to release his first blow.

A situation similar to this one confronts organizations – in a generalist sense – when it comes to telling their audiences their purpose. “What do we tell people about us?” It is good to do before and answer another question: “What is our purpose?” It happens that organizations – private, public, of the third sector – are accustomed to define themselves by what they do (their commercial or helpful activity) and not by what they do. they are (that is, their essence).

But first we must understand that communication does not do magic, but management. Once a teacher told me, paraphrasing Miguel de Unamuno in his phrase ‘what nature does not give, Salamanca (his university) does not lend it’, that “what a company or institution is not, communication does not solve it” . Brilliant comparison to express that the truth and the nature of an organization are the basis of their own communication.

The same happens in the scenario of a crisis. Although to enter this subject deeply would require one and more texts in which we could mention hundreds of cases, it is worth clarifying it. Of course the methods, the tools and especially the times are different, but the essence remains the essence. If the organization had “things clear” – as we Argentines say – from the beginning, the road will be less risky. But of course, by the time this arrives, we must be prepared, because the basis of good crisis management is (not so) paradoxically the previous work.

Communication is in the identity of the communities that we integrate, and human beings must be increasingly aware of the fundamental role it fulfills in our lives. Because every organization has its good cause to tell. The blank sheet is waiting.

By Justiniano Vila – Consulting Manager of La Machi 

Today we invited Raúl Medina Fernández, president of our Advisory Board, to our Barcelona office to hold a leadership and teamwork workshop.

Raúl explained that every company is made up of a team of people that supports tensions of all kinds and that the shared challenge generates trust. Trust is based on sincerity to specify, name the unnameable, put things on the table, anticipate the errors and that we are the ones who should discover them first, to solidify that trust. Suitability is a professional criteria that we all value. In a company where continuous learning prevails, it is essential that knowledge flows. This way the team will be more integrated. Confidence transforms you into a credible and predictable person. Among other things it is based on: not presupposing that the other know, not imposing a disorder in the planning of times, always facilitating a good communication, not advancing conclusions without concrete data and not having guilt for charging the team.

In companies, it is very common for the culture of dependence on authority to prevail (“to be covered by authority”). One takes refuge in him, seeks to seduce authority, establishing a comfortable position. The work scheme is manipulated because we do not take charge of what we have to do.

Leadership, on the other hand, is the ability to mobilize, to foster a susceptibility. For this we must observe, investigate, interpret and intervene. An interesting alternative is to make learning meetings every 15 days so that everyone assumes leadership. What should be released to facilitate this process? Prejudice, ego, fear of asking questions, putting pressure if there are no extreme circumstances. The tool that is in our favor is to ASK US QUESTIONS. At work there must be a constant tension.

For the agency to work, there must be a climate of containment, we have to learn to formulate questions that generate management tension, name the unnameable, exercise critical thinking and orchestrate the conflict. All are adaptive challenges, in the people who see the problems are the solutions.

A good leader must be able to INSPIRE – ability to touch other people’s spirit so they can give a plus -, INFLUENCE – behavior they have between what they think, say, feel and do -, CHALLENGE – asking people to take charge of their work, looking at challenges as something positive and enabling difficult conversations, and MOBILIZING – the ability to orchestrate conflict and build loyalties. The three most important elements of leadership are creating energy, creating clarity, and creating results. This leads to learning.

It was a very enriching experience, we look forward to chapter 2. Thanks Raúl!