Fernando Botella of Aspen is fascinated with people and all things life and brain. That’s why he read Biology and specialized Animal Physiology and Central Nervous System. has been dedicated transformation of people and he is an expert motivation, leadership, training and development of managers and managers.
founded in 2007 Think and ActionHe is CEO and combines his lectures and book publications with teaching as a collaborating professor at universities and business schools. University of Central Florida, Harvard University, ESADE and ICADE. He returned to his hometown of Aspe to talk about his latest book, “The Power of Illusion.” Invitation enter the world of illusion and business illusion to achieve success and excellenceboth professional and organizational.
What are these ten magical principles you have captured in “The Power of Illusion” to achieve success and professional and organizational excellence?
In the book “The Power of Illusion” we describe ten principles used by magicians, but which actually work in any context. From “never reveal your secret” to keeping the mystery alive, to “practice to the top”, practice and training make perfect. Other magic principles are “reinvent yourself” so you don’t repeat yourself; “take care of your people” – customer service is more decisive than ever in business competition today –; “Look for phenomenal effects” – the famous ‘wow’ effect that companies are chasing so much or “believe in your magic” because if you don’t believe in your product, who will?
Really good companies make profits because they think hard about people.
What if the goal is not achieved after applying these principles?
Of course it can, but the normal thing is that if these recommendations are followed, results will come. At this point, it is essential to manage expectations. Because if the goals we set for ourselves are clearly beyond our abilities, with or without magical principles, we have a good chance of crashing. On the other hand, if we set ourselves exciting and challenging but also realistic goals, our options will increase significantly.
How can companies leave a mark on the mind of the consumer?
There are different ways to get into the mind and heart of the consumer. There are positioning strategies, there is branding, there is great customer service… I would say that the best strategy is one that combines all these elements. And above all, one that achieves the ‘wow’ effect I mentioned earlier, that goes beyond the quality of service and exceeds the set of functionality and attributes of a product. A strategy that takes an initially purely commercial relationship and turns it into an unforgettable and human-centered experience.
Are traditional companies willing to enter the world of illusion or prefer to stick to pragmatism?
There’s a little bit of everything. What is clear is that companies that do not start from illusion, not from the important nuance “illusionism”, that do not generate positive energy among their teams, that do not infect their collaborators and customers with the defense of values will have a bad time. And this applies to both traditional and new companies.
If the goals we set for ourselves are beyond our capabilities, we are more likely to fail.
Are there any entrepreneurs who unknowingly apply the magic formula to succeed?
Of course. The world of illusion is more about doing than knowing, and there are companies and entrepreneurs who have real cracks when it comes to creating illusions and surprising their customers permanently. Even if they don’t realize they’re doing it, they do it.
Are leaders born or made?
It is undoubtedly done. A leader is formed with hundreds of hours of training and thousands of hours of practice that is constantly growing, developing and evolving. That doesn’t mean there aren’t people who already come with excellent leadership skills. But these innate or potential talents must also be worked on and polished with a lot of training to make them shine.
According to your book, power comes from illusion… but how can you get power if you don’t have it?
There’s some tail-biting whiting in this equation. Illusion is everything, without it there is no possible adventure. It is often said that when one loses faith in the future, they lose their strength in the present. Change “belief” to “illusion” and the result is the same. Our future begins to be built in the present. So just waiting to see if the storm subsides and things get better isn’t a good option. If we force this change in the present, things will start to improve in the future. How is it obtained? We must have expectations, plans, dreams… A target that moves us.
There are entrepreneurs who are truly adept at creating illusions and surprising their customers, and they do so unknowingly.
Is success everything in life?
I can think of two possible answers to this question. If success is all about being on top at all costs, the answer is no! Now, if through victory we understand the ability to know ourselves and relate to others in a healthy way and make the most of the time given to us in life, then the answer is: succeed!
There is a sickly desire to be first in today’s society: can it have the opposite effect?
Completely. Previously, there was a “fool” in every town. Now, with social networks, the idiots are multiplying, merging, and now that they’re in large numbers, they conclude, perhaps, that it’s the others that are the idiots after all. The stance of social networks, the desire to look sick, to show others how “cool” we are, has become a real disease. opposite effect? It’s pretty dramatic.
In any vital or professional project, what percentage do you give to luck and what percentage to effort?
There is the luck factor, something that cannot be denied or controlled. And luck sometimes blows in your face, sometimes against you. It is something that is out there and there is little we can do about it. But what we can do is try to intervene in all that vast space that falls outside the bounds of pure chance. So prepare well, study, watch for opportunities and be prepared to take advantage of them when they arise. In this way, we can reduce the weight of luck in our lives. And more importantly, we will be in a better position to try to make up for the moments when luck slips out of our hands.
In times of famine, more than ever, we must strive to see the glass as half full and not half full.
How can people get excited in these times of war, energy crisis, inflation, uncertainty?
With what I call the mind of abundance. And in times of famine, more than ever, we need to make an effort to try to see the glass as half full and not half full. Negative thoughts must be removed and replaced with hope, progress, new projects. There are problems, yes, but let’s not make it worse by grieving. The mind of abundance implies working hard, training, getting excited and continuing to knock on doors even if they have closed their doors in our faces. And it requires talking generously to ourselves. We have to be demanding of ourselves, but we must also learn to be nice to each other in the inner dialogue we all have with ourselves.
A leader is not born, it is formed with hundreds of hours of training and thousands of hours of practice, it constantly grows, develops and develops.
What advice would you give to pessimists, mischief-makers, doomsday heralds, and unbelievers?
Let them leave these positions because they are getting nowhere. Alternatively, I would advise them to be Optimalists. And notice that I said “optimistic”, not “optimistic”. The difference between these concepts is that the optimist stubbornly believes that everything will get better, that the stars will conspire to get better cards in the next hand, and does not consider any other option, while the optimist adapts to the hand that has to play. and knows how to get the most out of it. In other words, he analyzes the situation realistically, but instead of complaining about the things he can’t control, he worries about improving the things he can intervene.
Illusion is everything, without it there is no possible adventure because when one loses faith in the future, it loses its power in the present.
Have you ever doubted your own principles?
Everyday! Doubt is necessary to grow. You have to constantly question everything, question the status quo and question yourself. Only then can progress be made.
The stance of social networks, the desire to appear and show others how “cool” we are, has become a real disease.
You train managers and directors of large companies. Is their only desire-goal to increase the calculation of benefits, or are they aware of the daily life of millions of families struggling to make a living?
I found everything. Managers who only think about benefits, and managers who prefer to focus on people, employees and their families, customers. You have to find a certain balance. Just as a human needs oxygen to survive, a company cannot survive without profit. But the fact that we need oxygen does not mean that we are constantly focused on the act of breathing. I think making a profit is not at all compatible with thinking about people’s well-being. In fact, really good companies make profits because they think hard about people.
There are managers who only think about the benefits, and there are managers who prefer to focus on people, employees, families and customers.
How was your childhood and youth in Aspe?
So happy and so cute. A time filled with great memories, learning and discovery. Family, grandparents, music, first loves, friends, and a time when I began to shape and see the adult I was and will become. Speaking of illusion, I was swamped with it in large doses in Aspe in the early years.
If we force this change now, things will start to improve in the future and for this we must have expectations, plans and dreams… A target that moves us.
What are your next challenges?
There are many because we already know that an exciting future needs challenges to begin to take shape in the present. Mine? There is a new book to be published in 2023. We will also continue to update my company, Think&Action, to constantly adapt it to new digital challenges as it arises. In this sense, we will continue to add new skills and capabilities to the team and develop new methodologies that are more compatible with new ecosystems. And on a more personal level, to continue to develop and reinvent myself as an incorrigibly curious and constant learner. And of course, like a good magician, I intend to continue to amaze. myself and others.