In a changing business environment, the documentary “Towards the New Paradigm” traces the evolution of the company over the years, from its beginnings to its new model, in which service and well-being are central.
Road to the New Business Paradigm
The journey begins in the 1980s, marked by fierce competition and the prioritization of economic profit. The 1990s witnessed an evolution towards an emphasis on product quality, beyond the simple accumulation of wealth. With the beginning of the new millennium, the customer became the most important, ushering in the era of consumer experience and satisfaction.
However, the 2010s introduced an even more significant change: the importance of addressing employee well-being. It was recognized that in order to achieve true customer satisfaction with exceptional service, it is essential to have happy and valued employees. Thus, the business evolution into the 2020s puts service at the center, focusing on the needs of specific groups or communities.
This transformation toward service delivery and the humanization of business is presented as the new paradigm in “Toward the New Paradigm”. Companies that adopt this approach not only become more competitive and profitable, but also emerge as positive forces for society. The documentary highlights that financial success is a natural consequence of focusing on service, as companies based on human and community values tend to be more sustainable and generate greater value for both their shareholders and society as a whole.
The Business Paradigm Shift Explained
The documentary features the testimony of business leaders, directors of global corporations, successful entrepreneurs and academics who have mathematically validated the benefits of these strategies. All of them share their experience and how they have integrated service and humanization principles into their business strategies.
The voices of 30 human beings that tell us about living and feeling.
In alphabetical order:
- Fernando Botella: Former Marketing Director at ASTA Medica GmbH, Former Chief Executive Officer at Altana Pharma, CEO of Think&Action, PhD Biologist at Massachusetts Institute of Technology.
- Yolanda Blanch: President of Pensiones La Caixa, Degree in Mathematics, Psychology and Business Administration.
- Natalya Berdikyan: Chief Energy Officer – Elevating Lives, Teams and Businesses, Board Member, Visiting Coach at IESE Business School.
- Josep M. Coll: Professor at EADA Business School, United Nations Consultant, Author of ‘Zen Business’ and ‘Economics of Happiness’.
- Javier Garcia Campayo: Psychiatrist, Professor of Psychiatry, Director of the Master of Mindfulness at the University of Zaragoza.
- Iñaki Gil: Entrepreneur, Server, Co-founder of Humanizy.
- Xavi Ginesta: President of Voxel, Author of Humanitas.
- Alejandro Guerra: Former Marketing Director at Packard Bell, Former CEO of Grupeo, Former CEO at Samana Brands, Founder of Wake Up Platform, CoFounder of Humanizy.
- Marga Guerra: President of AEneagram – IEA Spain, Trainer, Writer and Lecturer.
- Gabriel Heras la Calle: PhD in Biotechnology, Medicine and Biosanitary Sciences, Intensivist Physician, President of the Humanizing Healthcare Foundation.
- Carmen Hijosa: Founder of Piñatex, Chief Creative and Innovation Officer, Member of the European Inventor Network.
- Gustaf Horn af Aminne: Chief Executive Officer, Director of Expansion at EQA, Collaborator with Hel Rising Stars.
- Javier Goyeneche: CEO at ECOALF.
- Luis Gutiérrez Rojas: Degree in Medicine and Surgery from the University of Navarra, PhD in Psychiatry from the University of Granada.
- Mario Alonso Puig: Surgeon, Lecturer, Writer.
- Marina Montiel: Marketing Director of elalquilador.
- Konstantin Mudrack: Former Global Director Strategy & Transformation at Hewlett Packard, Co-Founder of Capitalismo Consciente España.
- David Parejo: Chief Sustainable Officer at Quantum Energy, SDGs Connector – Catalyst 2030, UK Coordinator HUMANITY’S TEAM, Co-Founder Humanizy.
- Javier Peña: Plastic Artist, Founder of FIKANDCO.
- Manuel Porras Sanchez-Guerrero: Digitalization of companies in Telefónica, Collaborator in Wake Up Platform, Collaborator with Help Rising Stars.
- Xavi Roca-Cusachs: Co-Founder of Human Leadership.
- Gonzalo Rodriguez-Fraile: Co-founder of PRS Investment Advisory and A&G, Director of Banque Piguet & Cie, MBA from Harvard, University Extraordinary Prize and National Prize for the best law degree in Spain from the University of Navarra.
- Raj Sisodia: Co-Founder and former Chairman at Conscious Capitalism, FEMSA Distinguished University Professor of Conscious Enterprise.
- Andrés Martin Asuero: Former General Manager of ProAqua Nutrición SA, Former CEO of Culmarex Group, Director of Esmindfulness Institute, Bachelor of Science from the University of Navarra, PhD in Psychology.
- Francisco Echeverria Summers: Lawyer, Doctor in Law, Associate Professor at the University of Barcelona and Collaborator at the International University of La Rioja.
- Steve Farrell: Executive Director at Humanity’s Team.
- Javiel Palop: Former Deputy General Manager of Grupo SM, Former General Manager of CLUB MAPFRE, Former Marketing Director of Grupo Santander.
- Raúl Varela Barros: CEO at World Happiness Foundation.
- Juan Antonio Verde: Former Sales Director at Ericsson, Former General Manager at E-COMM GROUP, CEO at BecomeYoo, Co Founder of helprisingstars.com.
- Rafael Vera: Co-Founder & Co-CEO at Golfmanager.
In summary, “Towards the New Paradigm” not only offers a historical analysis of our business evolution and a reminder that business models must adapt wisely to change, but also makes an urgent call to today’s companies to adopt a service mentality, humanize their strategies and, in doing so, ensure their long-term sustainability and profitability, becoming allies of a more just and conscious society.
A Documentary Driven by Humanizy
With Special Thanks to Capitalismo Consciente
Written, directed and produced by Alejandro Guerra
Edited by Holly Johnston and Alejandro Guerra
Don’t believe anything you just read, think for yourself.
Wake up
Wake up!