No cabe la menor duda de que los tiempos cambian a un ritmo vertiginoso. Hoy estamos más cerca del año 2030 que del año 2000. La moda, las tendencias, marcan pautas que configuran un lenguaje que usamos habitualmente y que con frecuencia no entendemos bien. El mundo anglosajón exporta vocablos que, a veces, es difícil de extrapolar a nuestro idioma.
A este fenómeno no es ajeno nuestro mundo empresarial y de negocios, que viene de forma persistente utilizando “palabrejas” que ya empiezan a ser cansinas, al menos para mí. Además demuestra poca originalidad, por lo que yo animo a la gente a que renueve su vocabulario. Descubrir nuevas terminologías que, aunque expresen lo mismo, animen a la originalidad. Si hablamos tanto de innovación, debemos demostrar que efectivamente estamos siendo diferentes.
Las palabras que están siendo “trending topic”, hay que renovarlas. Siempre lo nuevo estimula y predispone a hacer las cosas de manera diferente. Personalmente me rechinan los oídos cuando oigo hablar de:
♦ Talento. ¿Qué entendemos por talento? ¿Todo el mundo lo tiene? Algunos emplean este término cuando se refieren a las personas de la organización… Otros lo utilizan para referirse a la profesionalidad de la plantilla… Arancha Ruiz lo define como la capacidad para hacer algo relevante en el momento en el que se vive de forma valiosa.
El talento, en abstracto, no existe, lo que existe son personas con talento. Por eso a mí me gusta más referirme a “profesionales excelentes”, que son personas con alta capacidad intelectual y técnica, actitud positiva, compromiso y pasión por y con lo que hacen, y abiertos a descubrir nuevas formas de hacer el trabajo. Me apunto a cambiar talento por profesionalidad.
♦ Liderazgo. ¿Pero cómo podemos seguir manoseando esta palabra cuando se han invertido enormes cantidades de dinero en cursos de formación y aún seguimos con un nivel de líderes que deja muchísimo que desear? ¿Qué está pasando? Se ha centrado la formación en temas tales como: el manejo de reuniones, gestión del tiempo, trabajo en equipo, toma de decisiones y un sin fin de píldoras formativas cuya eficacia ya se ha visto… Tengo la impresión de que hemos formado a muchos Jefes y a pocos Líderes… Liderazgo es una palabra preciosa, pero está mal empleada. Deberíamos dejar de usarla hasta que auténticos líderes nos enseñen, especialmente con el ejemplo, cual es el verdadero significado.
♦ Zona de confort. La define muy bien Matti Hemmi en su estupendo vídeo. En las organizaciones hoy se habla mucho de esto. Pero ¿cómo voy a dejar la Zona de Confort si en donde estoy permanentemente metido es en la Zona de Pánico? A la mayoría de la gente le gustaría complicarse más la vida, pero no se le permite. Hay empresas, muchas, que tienen encasillados a sus empleados en el “Job Description” y no se les deja salir de lo establecido. Otras, ahora con los “open space” en las oficinas, tienen a la gente como las vacas en un establo, todas ordenadas mirando a su comedero. La gente quiere más “marcha”, pero… Los que de verdad tienen posibilidad de salir de la maldita Zona de Confort, no lo hacen… viven muy bien en la comodidad… ¿Para qué salir…?
♦ Diversidad. Esta palabra me machaca los oídos… Llevo en el mundo de la empresa muchos, muchos años… y nunca utilicé este término para saber que en la organización tiene que haber gente de todo tipo. La auténtica y genuina diversidad está en entender que a mi derecha y a mi izquierda tengo gente igual que yo, pero paradójicamente diferente a mí. Somos distintos en carácter, forma de ver la vida, manera de entender los problemas… pero debo tener la suficiente madurez para trabajar con ellos y obtener resultados conjuntos. Para mi es este el verdadero sentido de la diferencia…
♦ Sostenibilidad. ¿Pero cómo se puede aspirar a vivir eternamente, si en la mayoría de los organizaciones los objetivos suelen ser para el corto plazo? Conozco a algunos directivos, cuya aspiración no es otra que cobrar su bonus anual. Según un estudio elaborado por el profesor Richard Foster, de la Universidad de Yale, las empresas han pasado de 67 años de vida media en 1929 a 15 años hoy. Con las políticas empresariales que se estilan, la supervivencia es más un deseo, una aspiración que una realidad. En la mayoría de los casos es una palabra muy marketiniana que queda muy bien en el Plan Estratégico de la compañía, pero nada más…
♦ Alineamiento. ¿No has oído miles de veces decir que los objetivos de tu Departamento, tiene que estar alineados con el negocio? Pues solo faltaría… ¿Con quién iban a estar alienados? ¿Con la empresa de tu vecino…? Mi Departamento, tu Departamento son negocio. Puro negocio… Por ejemplo: no concibo a un profesional de Recursos Humanos diseñando sus políticas sin tener en cuenta al cliente, el mercado, la competencia, las operaciones… Ni entiendo un Departamento de IT marchando por libre, creando sistemas y aplicaciones para no se sabe que…
♦ Responsabilidad Social Corporativa. Esta es la mejor terminología para hacer un buen marketing, tranquilizar la conciencia… Aún hay organizaciones que creen que la RSC es organizar maratones, carreras populares, dar limosnas a las monjitas de la caridad o invitar a sus empleados a que haga alguna obra de solidaridad. No digo que esto esté mal, digo que eso no es RSC. La verdadera RSC es tratar bien a los empleados, no engañar a los clientes, cumplir con la legislación, no sobornar, no esclavizar al proveedor, no tener una horquilla salarial que escandalice… Subvencionar una expedición para salvar a los pingüinos está muy bien, pero mucho mejor está no engañar al cliente. ¿Recuerdas el último caso de Volkswagen?
♦ Innovación. Si hay una palabra que esté en boca de todos, esta se llama Innovación. Todo el mundo a innovar. Y yo preguntaría ¿Cómo miden la innovación? ¿Cómo la retribuyen? ¿Está incluida en los objetivos personales de cada trabajador? ¿Y en el Plan Estratégico? ¿Podríamos hacer un inventario de las innovaciones llevadas a cabo por cada trabajador en los seis últimos meses? La mayoría de la gente tiene inmensidad de respuestas para preguntas que nunca les han hecho. Esta es la razón para preguntar, estimular, retar, animar… La innovación no tiene reglas, es abierta, informal, rompedora, sin límites…
♦ Marca Personal. Los más cursis dicen “Personal Branding”. ¿Pero cómo se hace la marca personal? Sé que algunos amigos míos, que se dedican a esto me van a tirar una piedra a la cabeza… Andrés Perez Ortega, Eva Collado, Arancha Ruiz… Perdonarme. Pero mi pregunta es ¿Quién le hizo la marca a mi Abuelo Isidoro? Dudo que en el siglo pasado algún consultor experto en la materia le asesorara para desarrollarle la marca “El Capitán Dunas”. Mi abuelo era militar, falleció con el cargo de General de Infantería, y era muy conocido porque vivía en una zona de dunas y le gustaba caminar mucho por ellas. Los vecinos y amigos decidieron llamarle “Capitán Dunas” y aquí nació su marca…
♦ Conciliación. Tengo que confesar que fui uno de los pioneros en esto y utilicé esta palabra durante mucho tiempo. Afortunadamente he podido caer en la cuenta de que la palabra ya está obsoleta, aunque haya sido utilísima durante mucho tiempo. Esto no quita para que haya organizaciones como Mas Familia que estén haciendo una labor encomiable en este campo. Pero estoy harto de oír auténticas novelas sobre el tema. Muchas empresas lo han utilizado para hacer marketing y así convertirse en “Employer branding” (otra palabra súper-cursi). Hoy a la gente hay que enseñarla el “Arte de Vivir” y que ellas maduren y tiren del carro de su propia vida…
Diez palabras que me retumban en los oídos cada vez que voy a cualquier foro, congreso o jornada y las citan una y otra vez… A ti ¿no te rechinan ya?
Jaime Pereira
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