Leaders with porpuse

This week, I had the pleasure of attending the launch of MASOrange, the leading telecommunications company in Spain and one of the most important in Europe. Beyond the numbers and plans, I want to highlight the company’s strong focus on purpose, with a special emphasis on social and environmental impact. Their CEO, Meinrad Sprenger “Meini” (founder of Mas Móvil), was visibly passionate when discussing these topics, and has even had his company certified as a B-Corp, something unique in their sector.

Interestingly, this same week, the cover of Actualidad Económica in Spain features another leader with a soul, Ignacio Rivera, CEO and shareholder of Hijos de Rivera, one of Spain’s most beloved beer brands. Throughout the article, his passion and success are rooted in social impact.

More and more, we are seeing leaders who have aligned their personal and professional purpose and who aim to leave a mark on society by driving their companies as true engines of social well-being and contributing to environmental regeneration.

I’m fortunate to know many such leaders, and the number is growing. They are demonstrating how this strategic focus is crucial for creating long-term value for their companies.

It’s fascinating to observe how they all share a common pattern, which I’ll outline below:

• Vision: The ability to establish an inspiring vision that aligns the company’s goals with social and environmental impact.
• Passion: A genuine commitment to the cause that motivates others to follow their lead.
• Integrity: Acting with honesty and consistency between what is said and what is done.
• Empathy: The ability to understand and share others’ feelings, fostering an inclusive and respectful work environment.
• Innovation: Continuously seeking new ideas and approaches to solve complex problems.
• Collaboration: Promoting a teamwork environment where everyone’s contribution is valued.
• Flexibility: Quickly adapting to changes and challenges in the environment.
• Sustainability: Prioritizing decisions that ensure the long-term viability of the company and the well-being of the planet.
• Influence: Inspiring and mobilizing people inside and outside the organization to generate positive change.
• Responsibility: Taking responsibility for actions and their impact on society and the environment.

Leaders of purpose-driven companies who focus their strategy on social and environmental impact are characterized by their self-awareness, passion, innovation, and consistency. These leaders have a deep understanding of themselves and their values, allowing them to make decisions aligned with their mission. Their passion not only drives them personally but also inspires their teams to reach their full potential. Innovation is key to their approach, as they seek creative solutions to complex problems while maintaining a positive work climate.

In contrast, traditional 20th-century business leaders were more focused on efficiency, stability, and maximizing shareholder profits, with less attention given to the broader impact of their actions. Management was oriented towards preserving stability and predictability in an industrial environment.

Today, leaders are expected to be open, fluid, and adaptable, fostering self-managed teams and a collaborative work culture. They are shifting from a hierarchical model to one of networked leadership, where experimentation and continuous learning are essential. In summary, while 20th-century leaders focused on direction and control, purpose-driven leaders are centered on inspiration and empowerment for a broader common good.

I hope that the leaders of the past find inspiration in these new leaders, who will undoubtedly create better companies for the world to come.