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When I was a child, about 7 or 8 years old, I stole a Bic ® pen in a big store. When my mom, sister and I were outside the store, I showed them my new pen. I was very happy with myself for having been able of doing something so risky as steel. But my smile sooner turned on a serious look just inside my mom’s eyes, when she explained to me how incorrect was my act, the consequences that it could have had to people that were working on the store if the chief discovered that a pen was missing…And she asked me to go inside and give back the pen to the manager of the store and apologize about that.

This is real, my mom can confirm so! Since then, acts like steel or lie, are acts that I can understand but I prefer to not practice.



My master and ex-boss, Mr. Gerardo Santaolalla, used to work 6 days a week from 8h to 20h. He showed me that no project could be successful if there were no task routine in it.

It is very important to know what tasks are needed to achieve goals in a project, and be able to transform all that tasks in a project routine. We learn soon that there is no more “urgencies” or “emergencies” in our projects, there is just a guide with tasks that should be done daily.

The unexpected things that “are eating” all the time, consuming all our energy and driving ourselves miles way from our core business or project, soon became predictable things. And with the routine tasks we start to see them coming and we can manage them just in the time needed.

With perseverance we learn how manage time.



In the Basque Country there is a sport named PelotaVasca. This modality is more or less like squash but without a racquet…The athlete must use his own hand! And this is real pain!!! But these athletes know that without some pain there is no gain!

In our company projects are the same, sometimes we have to sweat, work hard and have some headaches to achieve success.

The effort should be every day in projects, We must do our best all the time! But pain should appear only sometimes.

This is the big difference between a good worker (the one hardworking) and a talent worker (the one which suffers the pain needed).