In his more than 12 years of experience in marketing, sales and strategy, Pablo Ferreirós Bennett has always emphasized the power of details because, he says, they always make the difference between good and excellent. After training sessions delivered in over 30 countries around the world, Pablo joins the Sfera Business team where he will hold seminars on Neuromarketing, Public Speaking and Personal Branding.
With Pablo Ferreirós Bennett in our area of discussion:
1. You strongly believe that attitude is the secret of success. What inspired you and what helped you get to where you are now: a benchmark in the field of marketing, sales and strategy?
Attitude is certainly the key element that differentiates professionals and executives – even in our daily lives, attitude differentiates us from others. Currently, the increase in the number of developing countries, where labor costs are extremely competitive, means that everything can be copied – logistics systems, calculation systems, prices, industrial processes, etc. However, the only things in an organization that cannot be copied are its employees and, more importantly, their attitudes. The world is not led by intelligence, but by attitudes. I always say that a company hires you for your skills, but keeps you because of your attitude.
If you ask me about the characteristics of my colleagues or their qualifications, I honestly could not say what university degree or master’s degree they hold. What makes me feel like I want to work with someone on a project is the attitude of that person in certain situations – the desire to make the extra effort to complete a project or the level of commitment during the critical stages of the project. I choose the people I work with more in terms of their attitude than the training they have.
I strongly believe that the attitude, commitment and attention to detail make the difference, and these are the three golden rules I have. The difference between good and excellent is in details.
2. The digitalization of the communication is in continuous growth. What is the biggest challenge for you in this context?
I believe that digital transformation is already a fact and we are no longer afraid of change – maybe the speed with which this change occurs is scarier. We moved from talking about digital technologies to being unaware of digital dependence and the analog / digital divide it creates. This transformation is a high-speed train, and companies that are not already on the train or not willing to go on it will pay a heavy price.
There are two major challenges in this new era. The first involves our understanding that nothing will ever be the same again – everything is changing and will continue to change at an extraordinary speed. This is just the beginning of a profound digital transformation that will remain present, and the rules of business, marketing and sales will change constantly. The second challenge is to understand that this digital transformation must be a top-down process. The directors of companies and shareholders in particular should be aware of this change and the speed with which it happens and should ensure that a digital culture is created that passes through all levels of the organization from top to bottom. It is not about posting on social networks or the existence of a manager of the professional community – we are witnessing a major change in history, and the change always implies resistance.
3. One of the seminars you will deliver at Sfera Business is “Personal Branding”. How would you define your personal brand?
At this point, personal branding has become extremely important due to the emergence of social networks and the way companies have changed their mindsets. In the past, a person worked under an umbrella company. Currently, a person who works for a company may have a personal brand and even have more followers and a greater influence on social media than the company for which he works.
I believe that a personal brand is simply a reflection of our values, attitude and what we project in our personal and professional life. It is difficult to separate personal traits from professional traits, because very often they are identical. That being said, I try to make sure that everything I do carries my personal imprint, both in my personal life and in my work. I pay special attention to details – sometimes, too much! I consider myself a loyal, honest, hardworking person, always involved, who has a strategic vision and loves the challenges.
4. Why did you choose to join the Sfera Business team?
I met Catalin last year in March, at an event in Bucharest, where we were both speakers and I clicked right away! Sometimes you meet a person and you only need 30 seconds to know that you want to work with him or her. After the event, I spoke and realized that we have a lot in common and that we share the same philosophy, values and opinions about business and about this interesting world of consulting and training.
Catalin explained the values of Sfera Business and told me all about the team. It didn’t take me long to realize that I wanted to be part of it – a cross-cutting team of top professionals, with major experience completed by the best attitude. I am excited to be associated with such a team of people and I feel proud to be part of this organization and I am sure we will work together on extraordinary projects.
Welcome to the Sfera Business team, Pablo Ferreirós Bennett!