As you know (and if not, let me tell you), we are reaching this milestone thanks to your patronage and the tremendous effort of many people who have directly or indirectly contributed to keeping the JST&C ship sailing into ever-deeper waters. We always seek to provide first-class service and, contrary to what many people do, training and consulting are not just for well-funded companies. They should be accessible to everyone who needs support from truly professional, committed professionals.

Yes, dear reader, throughout these 5 years, we have witnessed firsthand how difficult it is to establish a foothold in the market when competing with huge firms with a global presence. We have also, as you can imagine, struggled with the “affordable” taxes our government sees fit to impose on industry at every turn.

Even so, we continue expanding our service offering, bringing in professionals with extensive careers, broad knowledge and a rich conceptual framework. They contribute to this cause and understand the needs of companies, markets and, above all, customers. Today, we deliver training and manage projects throughout Mexico, with more than 25 consultants developing each strategy with passion, professionalism and ethics to meet our clients' unique needs.

Why am I telling you this? During a recent training session, a friend asked about our experience, given that 80% of new businesses fail in the first year and only 2% reach their 5th year... Does it take substantial capital, a sponsor, or what?

I think it has been a combination of factors. First, we learned—and keep learning—quickly from our mistakes and corrected our course. Second, managing the 3 pesos in the cash box without going wild when there are $5 or falling into despair when there is $1. Third, talent that adds value must be assigned to roles it performs well, without improvising. Fourth, and this has been the key: EVERYTHING REVOLVES AROUND THE CUSTOMER.

We realized that suppliers have many bad habits, such as inflexible processes with no real purpose. As one potential partner, with whom we foolishly considered working—but obviously did not and will not—put it: “My time is money, so if you change the original plan, I can offer dates three months later, and I don't travel more than 90 km outside the city.” There is also informality in official communication, such as late quotations written directly in the email body. In short, suppliers often create more obstacles than solutions to customers' problems.

Perhaps it is our training or simply a different understanding of the game, but here and worldwide, everything revolves around the customer. What do I mean by this?

  1. You are one of the crowd. Our customers have countless training providers, but they seek us out because we bring them solutions / benefits and support them through transformation, follow-up, and fundamental change.
  2. Customers do not seek cookie-cutter solutions. They seek solutions to their unique problems: “If you always do what you have always done, you will always get what you have always got. If that works, carry on; otherwise, CHANGE.”
  3. Deliver what you promise. If you tell me the course is dynamic and fun, make sure participants leave laughing and smiling, without feeling bored or finding it tedious. If you say it is more practical than theoretical, deliver on that. If you say you will arrive dressed as a mime, arrive dressed as a mime. If you say you start at 8 am, you must be ready at 7:45 am. Dear reader, this is like dating: if you once said you were the best thing in life, you must be that AL–WAYS. Otherwise, goodbye!
  4. Repair broken promises. All right, we are human: the damn traffic, the car, electricity, water, children, life, the stars, etc. For some reason, you could not fully keep your service promises. Fine, okay… how will you repair them? What will you do to make amends for breaking your word? Because, friends, remember that this is what happened: YOU BROKE YOUR WORD. Now comes the difficult part: regaining trust.
  5. Razzle dazzle them: when they give you a chance, open the door and finally buy your service, whatever you do or sell, you have to surprise the customer. Your delivery should make their eyes widen in amazement and think, “I've never seen anything like this!” P.S. If you have no distinguishing feature… it is time to rethink things.
  6. Sweat. There is no other formula: brains, passion, and a whoooole lot of guts.

Things as they are, dear reader.

It had been a while since I sat down to write to you, but my days do not have enough hours for it. I promise to be more consistent. I close by thanking our families, who put up with our hysterics, craziness and rough patches yet are always there unconditionally; our friends for their support and ideas; our partners for their talent, wisdom and collaboration; and especially you, dear reader, for choosing us, for your precise criticism and your professional reminders that keep the entire JST&C crew moving forward.

We will be infinitely grateful to all of you for choosing us and, above all, for your friendship.

Personally, I would like to share the philosophy that has kept me steadfast on this winding road over these 5 years:

“Man cannot discover new oceans unless he has the courage to lose sight of the shore.”

André Gide

 

Rock´n roll people!!!