Although I am an entrepreneur and am more than used to dealing with them as a partner and trainer corporate yachtingCompany dedicated to leadership development Javier Iriondo he insists on saying he is not discussing business. His first book “where dreams take you‘, is in its twenty-second edition and has been distributed in more than 20 countries. But to his third title “The 10 steps to your personal peak”, edits Zenith from the Planeta Group, has more work to do. Perhaps it’s because he’s now doing his homework, believing that intentions are of little use unless action is taken.
Entrepreneur: Do you sell giving homework to readers?
Javier Iriondo: Of course, it’s far from the most commercial. It seems people want you to fix their lives in a tweet. They like to know the theory, but when you ask them about the effort, things change. With this book I try to provide some keys to better understand ourselves. But from the start, I warn that the bad news is that they are the ones who have to walk this path. Some keep reading and trying to integrate it, but others run away as soon as they see the exercises, freeze and run.”
Emp: Well, if it’s a path that’s walked alone, what does Javier Iriondo contribute?
JI: “First, I am nobody’s guru or guide. I’m not an example of anything, nor do I have all the answers. The book is for those who want to get their hands on it, for those interested in waking up something that is sleeping, but it’s clear that you can’t help someone who doesn’t want to be helped. I believe that everyone has their moment, wonderful dreams, and 80% of the time, when suffering arrives, we discover them through pain.
For Javier Iriondo, the Pareto principle, the 80-20 rule, is all too often fulfilled. Only 20% regret what they did compared to 80% who regret what they didn’t do; Knowledge accounts for 20% of outcomes, while 80% has to do with emotional intelligence, the ability to maintain motivation and perseverance.
Emp: And how does all this affect the company?
yeah:Companies are people. Both those who run them and those who work in them, just like the customers. The problem is that sometimes we forget to humanize them. Even entrepreneurs are not free from personal development. Didn’t successful business people commit suicide during the crisis because they felt they had lost their identity through bankruptcy? Nothing was important to them, neither family nor children, only that the bank stopped believing in them. That’s nonsense. Also, make it clear that I have nothing against money, but knowing that just owning it will not bring you happiness. I wish I could win billions to add to the happiness of many.
Emp: And which of the 10 steps would be most useful for entrepreneurs?
yeah:All as they are in the book. First, they need to prioritize in an exercise of introspection, and then act with the focus already defined. Sometimes our attention wanders and we lose focus on what really motivates us. Not only is this a huge productivity thief with very clear negative economic consequences, but it also comes with a high emotional cost as we feel out of control and helpless.
Emp: In step number 6, talk about the need to spot the enemy. How does an entrepreneur find out?
JI: Discover what’s inside first. The most common is fear, which prevents us from moving forward despite being the greatest obstacle to success and emotional well-being. The only way to reduce it is to face it and analyze the consequences of not doing what we fear. Many businesses remain paralyzed with fear, forgetting to add value, differentiate themselves from the enemy, explore new avenues where you can lose money and security but also win, and what you will learn is safe down the road? The name of the game isn’t to relax, be flexible and move agile. See change as a friend, not an enemy.
grow like bamboo
Javier Iriondo also talks about them in his book mental maps to define them as beliefs established in our minds about how we believe or assume our life should be. They are usually created unconsciously, influenced by education, family, general thinking… which dictates what we should have achieved by a given age. In the end we compare and when expectations are not met, there is a feeling of emptiness. Changing mental maps means getting rid of superficial states and stopping exporting blame.
“It means telling your own story and defining the role of your protagonist, and then working towards the identity you want. I mean people and also, before you ask me, companies. If you are clear about what role you want to give the protagonist of this film, which can be that of your own life or that of your company, and you work to achieve it, it will come to an end. Even if it’s like bamboo, you water it for a year and nothing sprout, a second, a third… and the same thing until one day it breaks and suddenly it grows 35 cm. So you understand that it has developed some gigantic roots. This long-term view seems to be lagging behind in the microwave age.