1 The future holds great challenges and enormous opportunities. We will see the transformation of basic values into a sustainable life; we will choose entrepreneurs willing to change the world by taking on challenges: environmental, economic, political, social and spiritual.

2 We are in a moment of rebirth. The major modes of production are improvable and we need them to lead towards the recovery of the environment. Our mission is to help the full development of the individual who contributes solutions and initiatives that enrich society.

3 In the election of the most valued CEOs every year, such as the one made by Harvard Business Review, sustainability has entered the agenda of the world’s elite, such as the Bilderberg group. And it is not a passing movement: it is here to stay.

4 CEOs who transform the world are taking their organizations to the top with a plan less and less volatile, uncertain, complex, ambiguous and turbulent. A sustainable era involves the involvement of industry and the speed of digital implementation.

Sustainability decides investments
The acronym ESG stands for Environmental, Social and Governance. Today, environmental, social and governance issues decide the plans of companies around the world. They are the new factors to improve results and minimize risks.

How does your company treat natural resources? This reflection should be the great concern of CEOs and the organizations’ CROs; accountability and recognition must go hand in hand to achieve the ESG results. The environment is part of the objective of improving new businesses; each individual must be a spokesperson for the central idea of a whole led by the values that transform companies.

What are the working conditions in your company? It is time for diversity, to measure the interaction with local communities and health and safety. These are human rights, equal opportunities and data protection.

How does your company behave? We talk about corporate ethics focused on the creation of value in employment and the involvement of the individual.


Sustainability is a path of innovation, a necessity and a strategic opportunity. Only sustainable companies will be able to find solutions in this changing and complex world. Sustainability is a trade-off: there is a Dow Jones Sustainability Index, which ranks the most sustainable companies anywhere in the world. In the economy (resources), in the social (human rights) and in the environment (protection and balanced consumption).

A company is considered sustainable, when:

1 Having a sustainability plan that, from the start, shows the impact that doing nothing for sustainability would have. In fact it has to enter into the mission and vision of the company.

2 Having an energy saving plan, which minimizes consumption and raises awareness about saving.

3 Reducing the acquisition of products that generate waste and bets on recycling.

4 Limiting the consumption of wood and fuel.

5 Saving water and has monthly monitoring.

6 Having a program to support the community, with local values and natural attractions.

7 Training staff in good environmental and socio-cultural practices.

8 Having an ecological approach to purchasing.

9 Having an annual marketing plan that gives priority to the use of sustainable products and services.

10 Making an optimized use of resources to avoid deforestation, floods and droughts. And to reduce the carbon footprint.

11 Improving risk management.

12 Promoting projects with a social purpose, from cancer research to the development of technologies to move forward.

13 Using efficient buildings, clean energy, robotics, new materials and data security


1 Every form of life has value, regardless of its usefulness to us. And everyone has dignity and potential.

2 We have a duty to prevent harm and protect people’s rights. Because the greater the freedom, knowledge and power, the greater our responsibility to promote the common good.

3 We must ensure that meeting our needs today does not jeopardize the ability of future generations to do the same in their time: Long-term prosperity, in short.

4 And the best method is: Do no harm. We must include it in all plans: always avoid the possibility of damage (and that the perpetrators assume the consequences); include in the decisions the “cumulative consequences” variable, i.e., the indirect consequences of human activities, which are long distance.

5 It is urgent to adopt production (and consumption) patterns that safeguard the Earth’s capabilities to regenerate. It is already possible to reduce and reuse materials and to ensure that residual waste is replaced by ecological systems. It is possible to use in moderation energy that relies on renewable energy, like the solar and the aeolian. It is possible to promote universal access to health care, the use of healthy environmental technologies and adopt forms of life that emphasize one reality: the world is finite.

6 It is essential to promote the active participation of women in economic, political, social, cultural and educational life. And strengthen families.

7 We have the right to a natural and social environment that supports human dignity, physical health and spiritual well-being. Race, color, sex, language, religion and origin cannot be grounds for discrimination. And is crucial to inspire young people to become creators of sustainable societies. And to protect and restore places of symbolic, cultural, social, and spiritual importance.

8 Businesses must strengthen local communities and exercise meaningful participation in local, regional and global decisions.


Reputation Management is more important now than ever.
Reputation leaders (at the C-level, vice presidents and directors) see 10 essential trends for this year and the next.

1 A higher purpose
Companies need to develop a brand purpose and embrace cultural values, on an emotional level that transcends the products and services they sell.

2 Data privacy
Threats that endanger the privacy of company data are growing.

3 Responsible investment
Today, financial decisions are made after ethical and environmental considerations.

4 The impact of technology
Artificial intelligence, the internet of things, big data and drones are impacting consumers and entrepreneurs.

5 Climate change
Countries, governments and businesses want to protect and manage their impact on environmental change.

6 Influencers
We are talking about stakeholders and individuals who have an extraordinary influence on public opinion and reputation: individuals, politicians or experts in each field.

7 Mistrust of large institutions
Today, the integrity of large institutions, companies, governments and the media of communication is being questioned.

8 Sustainability and responsible procurement

9 Active CEOs
Today the CEOs of the largest companies are increasingly taking public positions on political, social and value issues, and not just those affecting their core lines of business.

10 Equality, diversity and inclusion
Businesses are judged on the demographic profile of their staff: gender, ethnicity, race…



1 They love to travel.
2 They are passionate about tasting food, meeting people, having experiences.
3 They have a full agenda… but they move by what interests them. “The grass doesn’t grow under their feet.
4 They are excited about variety. Comfort or caution does not move them. They take advantage of comforts, however.
5 Enthusiasts can’t stand boredom.
6 They are fun.
7 They are curious, risky.
8 They have a lot of things on their minds at once.
9 They have to spend more than they should (in what they are interested in).
10 When they want something, they find a way to get it.
11 They enjoy having many ideas. And they don’t enjoy putting them into practice as much.
12 They like to be with people who go where they go.
13 They are committed. But when they run out of something, they move on to something else without sentimentality.
14 They never fall into despondency. Or they are not despondent for more than three minutes.
15 They’re good at what they do.
16 They’re active guys.
17 They want to have a good time.
18 They’re spontaneous.
19 They’re versatile.
20 They’re greedy.
21 They are scattered.
22 They get excited like kids in a candy store.
23 They take life with optimism: with curiosity, with a spirit of adventure.
24 Enthusiastic people get excited, they always have expectations (and generate expectation around their things).
25 They are bold and cheerful. They are brazen…
26 They are practical. They have a multitude of projects.
27 They think ahead.
28 They generate ideas on the fly. And they prefer activities that stimulate people,
29 They are neither intellectual nor studious, but they are eloquent, intelligent and very readable. And they pass quickly from one idea to the next: they are witty, they synthesize.
30 They are spontaneous: they like the emotion of the beginning of each thing.
31 They have a wide and global vision.
32 They have mental agility.
33 They learn quickly: languages, facts, manual skills, processes.
34 They are renaissance people.
35 Precisely because of their ease in everything, sometimes they have difficulty in deciding what to do and do not value their capabilities. But when they are balanced: they have versatility, curiosity, learning ability… they eat the world!
36 Their preferred method: trial and error: trial and error. Since they doubt that they will find what they want truth in life, test and test, precisely. The essential: to have a good time.
37 They are in a hurry, choose badly, and that is why sometimes they get frustrated and angry.
38 Enthusiasts are recognized because they are exuberant, lively, vital, cheerful, jovial, and or take too seriously. They influence those around them.
39 Enthusiastic people are determined. And when they declare something, it’s true; like Scarlett O’Hara, in Gone with the Wind: “I will never go hungry again”. And so it is.
40 They pamper themselves, they buy. And they like the sales and the discounts.
41 They don’t want to miss anything. And they have friends or advisors who have the same enthusiasm.
42 They like variety.
43 They resent authority.
44 They are enthusiastic, but not completely so. They feel easily trapped when time goes by. And then they cancel without notice: because of a better commitment, or because they have been distressed by the invitation.


45 They really enjoy themselves.
46 They are materialists.
47 They combine placidity with ambition.
48 They have a strategic way of thinking.
49 They are determined to get what they want from life.
50 They are very well organised: in internal and external resources.
51 They are earthly, practical and not at all sentimental.
52 They like more to generate activities than to connect with people.


53 They have faith in the goodness of life.
54 They have mental agility.
55 They are productive: they transmit joy for existing.
56 They have a spirit of cooperation.
57 They have the capacity to organize.
58 And agility, cooperation and organization are effortless.
59 They are resourceful.
60 They are energetic people.
61 They are charming.
62 They talk fast.
63 They are scattered, unfocused, and can be accelerated, become nervous, have a manic point, even, in case of conflict.
64 They do not want to be alone, but they make it difficult because they demand a lot.


65 Because among the enthusiasts are the innovators.
66 And we need the innovators because they are the ones who take the most risks.
67 Because the innovators are the ones who spread the ideas.
68 Because it is the innovators who are willing to listen (and listen to us)
69 Innovators are the first to buy.
70 Enthusiasts buy what they want (products and services), simply because they want it, even if they don’t need it.


71 On the company website, in the biography, in the values and mission of the company, in your CEOS information.
72 In the social networks: Facebook, Instagram Twitter
73 In the videos: Youtube.
74 In our environment. Because there are enthusiasts everywhere.

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