This week I had the pleasure of interviewing Juan Berga, a fascinating writer, speaker, economist, and consultant from Spain. Currently, his career is dedicated to helping people and organizations communicate well. If you’re interested in global business, you’ll also enjoy our trip to Spain in the last question.
LISA: You started your career as a writer. You’ve since been an economist, communications consultant, and more. For MBAs who want to switch careers, what advice can you share?
JUAN: I would not advise anyone to be like me. My mother, either. But there are a number of things that I think can be useful for everyone:
- Curiosity is more important than talent. Researching is the first secret to life, writing, communication and management.
- Remember, focus on their aspirations, their desires, their ideas, not ours.
- You are the brand.
- Do not lie.
- The beginning is half of everything (The opening of a novel; the beginning of a presentation or speech; the values that inspire us).
- If we fight we can lose, but if we do not fight we are lost.
- Tell a story (storytelling is so good), but first listen to theirs.
LISA: You work with companies to strengthen their advertising and marketing campaigns. How do you identify the tone and approach for your campaigns?
JUAN: Everybody knows that the audience is the key. What we all seek is the emotional identification of people with our brand or our product. Therefore, I try to give our campaigns a focus of empowerment and identification.
I work in two fields, political communication and marketing. In political communications, the tone is alignment with values or behavior. Our last campaign slogan was “people like you.” I think there is a widespread error in the world of communication these days. My view is that consumers, not corporations, own sustainable development. The tone of my related marketing campaign is “so, what am I doing in your life?”
I believe that two attitudes are important for interpersonal communication: 1) emotional identification, and 2) a “you are the center” approach.
LISA: After dedicating a decade to strengthening the skills of people and organizations, you have contributed to the development of many. Do you prefer to focus on leveraging existing strengths or minimizing weaknesses? Why?
JUAN: Certainly, Lisa, this is a good question. It’s one of those of those which consultants like and would like to write a book about. Here is a vital rule that I advise my friends: “we have to believe in the possibilities rather than limits.”
However, I confess that I do not have the same attitude about organizations and people. Unfortunately, organizations do not recognize a soul, or a spirit in secular words. Therefore, the emotional challenges are more difficult to overcome, even with good internal communication based on alignment with corporate goals.
With the people I am a strong supporter of the strengths. I say to my team that “only who is different is essential.” No doubt I should teach them to take on and face the costs of the “difference” (this resource so few value).
LISA: What can we, as individual communicators, do to enhance our influencing skills?
JUAN: My view on this is that the influence is a right that we must earn and in which the self image plays a vital role. I know that this question refers to some leadership skills. I dare to give a few tips:
1. Look ahead in a mirror and ask yourself if you do things because you have too much fear.
2. Have empathy with people, especially with your teams.
3. Learn to manage your emotions to manage the emotions of others.
4. Give importance to Management By Objectives
LISA: You’re from Spain. Tell us about an interesting custom that we should look for when we visit next.
JUAN: First, walk in the city. Spanish architecture is the most incorruptible witness of history. Then, meet with people. Here, everybody will have a story to tell you. Do not forget that Spain is an ideal place for all these secret passions that surely you still have, but you will not confesses (from love to soccer).
Of course, if you do not eat “de tapas” and do not take a “siesta” it is sure that you have not made any of the three previous suggestions.
—
If you would like to hear more from Juan, check out his business blog.
