Leadership and People

Currently, we are experiencing a leadership crisis. Even though the world has changed drastically, our leadership style remains stuck in the past. Most organizations, schools, and families still operate in a command-and-obey world, based on hierarchical structures and compliance. With the natural changes in the workforce, the nature of work, and the options we have for where and how to work, our leadership style has become obsolete and needs updating.

The question is clear: the world has changed, but our leadership style has not.

It is time for a new way of leading. For decades, we have managed with an exhausted and outdated leadership style, patching it up and smoothing its edges to make it work in a constantly changing world. However, minimal improvements to a failed paradigm are no longer sufficient. It's time for a new leadership style – one that is relevant to our era.

Moreover, not only has the world changed, but so has the nature of work, the workplace, and the workforce. Inclusion, collaboration, and innovation are no longer mere clichés but the price to pay for success in the present and future reality. Our constantly disruptive environment continues to create infinite choices and possibilities for a dispersed and diversified workforce that evolves rapidly.

This workforce demands a new type of leader – a leader capable of seeing, developing, and unleashing the greatness in each individual. A leader who serves as a model of authentic behavior with humility and courage. A leader capable of inspiring others to give their all because they want to contribute to something truly relevant.

There's a new way of leading: trusting and inspiring.

The epic imperatives of our time that any company must fulfill to achieve correct, updated, and humane leadership are twofold. First is the ability to create a high-trust culture capable of attracting, retaining, engaging, and inspiring the best, thus winning the constant battle for talent in the workplace. It's necessary to win in the workplace.

The second is the ability to collaborate and innovate successfully enough to remain relevant in this constantly changing, disjointed world. As Microsoft CEO Satya Nadella succinctly puts it, "Our industry respects innovation, not tradition."

We cannot continue managing people as we did in the past; it is time for a change. It's time for leadership to catch up with how we've changed and altered perceptions of the job market. In a world characterized by profound change, we cannot cling to a management style that has become not only outdated but also ineffective.

We need a new form of leadership, both for the type of work being done and the place where it is done, given that the workforce is more diverse than ever and includes generations with radically disparate expectations.

Faced with unprecedented choices and constant changes, people are unlikely to be moved, let alone tolerate leadership that does not adapt to the current world. Yet, the vast majority continues to lead, educate, teach, and train with the same "command and control" style that accompanied us in the industrial era.

The world has changed. Our leadership style has not.

In a dynamic business environment, effective leadership goes beyond simply guiding a team toward defined goals. It requires an intrinsic fusion with responsibility, and a deep commitment that goes beyond task management to embrace positive influence, ethics, and the team's well-being. The sense of purpose.

The solid foundation of leadership begins with the clarity of purpose. A responsible leader not only sets clear goals but also communicates and aligns transparently with those objectives.

This transparency is not just a means of informing but a tool to inspire trust, cultivate relationships, and promote a healthy organizational culture. Empathy emerges as an essential pillar of responsible leadership, more than just a pillar, a glaring obligation of the new generations.

Understanding the needs, concerns, and expectations of employees is not just a strategy but an ethical imperative. People like to be heard. They like to be understood. When they feel they are, everything runs much smoother.

This deep understanding not only strengthens interpersonal bonds but also allows for the adaptation of leadership practices to maximize the potential of each person with us – integrating every talent into every task.

In a broader context, corporate social responsibility also plays a crucial role. Responsible leaders go beyond financial success; they take responsibility for the impact of companies on society and the environment. We are always on time to be the example we want to see in the world.

Integrating sustainable practices, promoting diversity, and contributing to the common good are intrinsic elements of conscious leadership.

In my role as a conscious leader, I am committed to promoting the well-being of all employees in the Bernardo da Costa Group. As part of this approach, I established the Department of Happiness, an initiative aimed at cultivating a positive and healthy work environment.

I highlight the continuous presence of our Chief Happiness Officer (CHO), whose mission is to ensure the well-being not only of employees but also of everyone in our organizational ecosystem. Her function is dedicated to creating and maintaining an environment that promotes happiness, balance, and personal and professional satisfaction. At this moment, it has reached tremendous impact, a result of the desire to change the traditional paradigm of companies. How proud I am!

The implementation of the Happiness Department reflects our unwavering commitment to promoting a people-centered organizational culture. We believe that by taking care of the well-being of employees and everyone around us, we contribute not only to professional success but also to building healthy and lasting relationships.

However, addressing a challenge that distinguishes leadership is crisis management in a constantly changing world. Leadership, in all its manifestations, invariably faces a series of challenges, one of the most pressing being the need to resist change.

The most significant advantage a leader can have is adapting to the future, to change, learning from the past. Of course, it causes fear, a normal human characteristic fueled and justified by various factors such as employee insecurity and the desire to preserve consolidated practices and methods.

However, understanding and facing this resistance is essential for its effectiveness. The most valuable ability we can exercise is effective and sustainable adaptation in companies. Recognizing that change is constant and often necessary for progress is the first step in creating an open mindset among employees – supported by clear and transparent communication about the reasons behind proposed changes.

By providing a deep understanding of the context and long-term benefits, people become more likely to accept and, most importantly, embrace change. Do not underestimate the ability to align the team around a shared vision, demonstrating the long-term benefits, as it is a key element in overcoming resistance to change.

I recognize that, in the dynamic scenario in which we operate, the ability to respond effectively to unexpected situations is fundamental to ensuring the success and continuity of our journey. As leaders, our responsibility is to anticipate and prepare for eventualities that may arise, whether they are internal or external challenges that may impact our company.

I believe that managing a company goes far beyond creating solutions to problems but implementing productive strategies that strengthen the resilience of our organization. The power of positive anticipation surpasses negative reactions, I often say.

Crisis management does not always go well, and it is an essential test of the true nature of this responsibility, especially at a time when challenges and uncertainties multiply. I emphasize many times that at the Bernardo da Costa Group, we emerge stronger after crises. Our management over the past years has been put to the test, and it is precisely during periods like the one we are experiencing, marked by the COVID-19 pandemic, changes in economic conditions, and other unpredictable variables, that our approach and commitment are crucial.

Facing the unknown requires a balanced and ethical response. We must always choose to preserve the necessary stability to guide the team through adversities, with decisions grounded in the values that define the Bernardo da Costa Group. Above all, we must be conscious of and responsible for the consequences of the decisions we make. Each action has an impact not only on the company but also on the lives and well-being of our people. Something that can never be lacking is the unwavering commitment to protecting the well-being of employees, a priority that transcends circumstances in our group, always.

Over the past few years, there has been a need to quickly adapt our way of working to ensure the safety and health of everyone. Managing uncertain times required not only resilience but also empathy and a human approach. It was precisely this unity that we built in difficult times that demonstrated a testimony to the commitment and power of a team.

I firmly believe that we have the ability and responsibility to be leaders if our vision focuses on people, addressing the needs of our company and the demanding world. It is necessary to have a positive impact on all those around us. The people who work with us also rely on us for guidance, inspiration, and support, especially in challenging times.

In this context, the leadership we choose to adopt not only meets present needs but also contributes to the construction of an environment that promotes collective growth and well-being. In a final note, it is important to underline that the definition of leadership is not unilateral; it is a reciprocal process involving people. More than talking, it is about applying.

I believe we can be these empathetic leaders. In fact, we must be these leaders. Our colleagues need it. Our company needs it. Our society and the world need it. This is truly our way of leading, and I venture to say... a better way of living.

Have a great and impactful week!

Ricardo Costa , CEO of Grupo Bernardo da Costa