LIONS AND GAZELLES AND THE INTEGRATION COEFFICIENT IC
An African proverb says: "Every morning, in Africa, a gazelle wakes up; she knows that she must outrun the fastest lion, or she will die. Every morning in Africa, a lion wakes up; he knows that he must outrun the slowest gazelle, or he will starve. Every morning when the sun rises, and it doesn't matter if you are a lion or a gazelle, you better start running".
Every day we have to wake up and start “running” but, for us, it is better to say start "creating". Until now, "running" feeds competitiveness, which is defined as the ability to compete. The challenge that companies think they face nowadays is to increase that ability at a faster rate than their competitors, otherwise they would perish.
But, for there, to be the "best" requires recognition or the existence of a judge who decides who holds that title: the client, increasingly weaker into the supply chain. That's why we're concerned that many competitors work to be recognized for something instead of becoming a resource to the customer. And for us, it is The Dichotomy of Competitiveness. It's like being the one-eyed man in the country of the blind. If you work only for recognition you can never be creative or authentic, no matter how many mornings the sun rises in Africa.
Therefore, to be the utmost competitive, what it would really take is to try and surpass ourselves continuously, in being able to generate decentralized solutions together with the empowerment of the communities. That is, business benefits combined with improvement of human well-being.
That is why we believe that the expression "being more competitive" must be replaced with words and actions that constitute better survival and profitability strategies. Words such as: "cooperation", or being able to coexist with other companies in competition scenarios together with loyal collaboration that reinforces the value of the sector instead of diminishing it; "focus on value instead of costs", that is, of course, putting together a good cost team is necessary, but as long as this adds value and benefits to the final consumer; and "creativity": which is nothing more than giving free rein to the imagination and reinventing ourselves, is being able to generate new ideas or concepts or new associations between known technologies and concepts, which usually produce original and disruptive solutions.
And yes, it is exactly the same as our Integration Coefficient IC business model motto, where creating customer satisfaction and sustainability is the main goal instead of “running” to be the best, just competing, and then leaving those main goals fully forgotten.
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