The company values, more then the own net income, should be highlighted on the company’s management from now on. Much more then competitively, the sustainability in relation to the environment, and the innovation with the help of technology should northward the management subjects.

The wanted Management Excellence, which was already a process related to environmental subjects, won a much bigger dimension: the one of breaking paradigms, a message that should to be disseminated and assimilated as soon as possible. These were in a few words the tonic of the 15 º Perfecting Search International Seminary 2007, realized by National Quality Foundation – FNQ and Management Excellence  Ibero-American Foundation– Fundibeq (Iberoamerica), in Sao Paulo last week. 

“We have to understand and cannot flee from the evidences that we are entering into a deep change of a civilization pattern”, sentences Ricardo Young, president of Ethos Institute of Company and Social Responsibility, member of the Economic and Social Development Council of the Republic Presidency.

As he, other participant of the working presentation emphasized that this is the transformation moment, because in 10 years, believes the more optimists or in 5, the more pessimists, the world will face enormous tragedies and privation if leaders, companies and citizens will not transform its values, attitudes and habits. So, the Seminary, as well as the VIII Convention of the Ibero-American Quality Award – “Learn with the Bests” realized on the same occasion, aimed discussing the improvement of the management and to discuss the role of the leaders. In order to that they counted with the presence of economists, national and international academics and with the FNQ and Fundibeq supporting companies – both entities with no profit purposes which promoted the Brazilian and Ibero-American competitively raise.

The life over the economic interest

Addressed to organization leaders of several sectors and deportment the Seminary had as main subject “The Leadership Role in a Society in Transformation”. To introduce the theme the Seminary counted with the speech of a honored guest: the Chilean awarded economist and ecologist, Manfred Max Neef, ex-professor of Berkeley University among other United States and Latin America universities. He went about life quality, needs and satisfactions.

According to data exposed by professor, we are using resources of 1 planet and 1/3 of it to satisfy our needs.  He presented yet a new measure unity: the Ecosoma or, how much a certain number of inhabitants consume on Earth actives/energy? It certainly makes us think and rethink about our ways. “The United States, for instance, emerge as absolute champion on ecosomas: for 300 millions inhabitants, it uses 3.8 ecosomas, he quoted, to conclude, the ecologist: “No process or economic interest, under any circumstance can be above of life’s reverence”.

The professor answered yet to the only woman amongst the debaters, Ieda Patrício Novais, FNQ executive director president and corporative director of Trevisan, consulting and auditor office company, that the woman, besides the society improvements still has a little participation in this transition process.  “It should, however, be considered as an ally and companion, since its way of seeing the world is each time more necessary”.

The technology as innovation tool

The search for perfecting, pass through the leader responsibility on bringing to the organisms new concepts and values, as much as of studying and implementing a growth turned to new technologies that to assuage the environmental impact.

Ricardo Young mentioned the Start Oil example, a company which dominates the technology of petroleum exploitation on deep seas. “The Norwegian concern with the sustainable development is so big that they have developed a technique for petroleum oil exploitation that to not impact the Arctic, the extraction when reaches on the platform, the separation process of the gas and oil, which previously were burned, producing carbon emission, rejects the carbon into the own well, in order the extraction impact is nearly zero”.

Through this one can see that the company’s role will change drastically. “I believe that we are facing a change so big as it were the Industrial Revolution, from the transition of mercantilism for capitalism”, said Young.

Like this, which would be the rule of the companies and their leaders in this history? To Pedro Luiz Passos, president of the FNQ Council and Co-president of Natura  Cosmeticos Management Council, is to innovate, to understand what is the demand that is being set and to innovate. “Not with a sentiment of there is something else to be done or that there is one more restriction to obey, but to innovate because there is an enormous opportunity to position itself according to this demand”, proposes.

“Who will be conservative will leave the game”, he advices the business manager which was one of the responsible for the entrance of Natura into the stock exchange.  Because who would have a conservative attitude in face of these new demands will not have a presence assured. It will only exists organizations that will make sense to the society”, claims Passos.

The values creation to transcend the time

José Guimaraes Monforte, president of the Corporative Governing Brazilian Institute – IBGC completes the idea: “it is necessary to take decisions that transcends only a generation”.  To him, educated economist and with wide experience on the exchange market and member of the Natura Cosmeticos Management Council, among other organizations, profit is a question of short term and what really counts is the creation of values that will pass on the time horizon and of the generations and that includes the moral question. “The value question is also a short teerm profit adding. The important is how it is obtained”, he said.

“The sustainability, according to him, does not depend only of the result, but of the economic efficiency and it, as well as other elements of sustainability, depends on the management system efficiency that turns the organization efficient and that prospects the future”.

For this reason he defended yet the systems evolution on management, as way to separate capital and managing, an opened decision system and perfecting with the company’s inclusion into the stock exchange, which in this moment is on quick evolution and creates possibilities to get capital.

It just depends on the companies, therefore, to start to search these transformations so needed not only for the planet survival but also to the company’s survival. The information was transmitted for those who really understand about excellence and competence in this meeting. It is today, this afternoon, on the nest board meeting. The message was given. The time is now!

Conceipts of Perfecting on management

The National Quality Foundation – FNQ – this year offers yet on its Weekly Meetings the question of leading, for the experiences discussions, meeting that company leaders should not miss.
The Key Concepts of Management Excellence that FNQ elaborated are the following:

Systemic Thinking (or, the understanding of interdependent relationships among the several components of an organization, as well as between the organization and the external environment); Organizational Learning (search for asn achievement of a new knowledge level, for the organization through perception, reflection, evaluation and experience sharing) Development of People, Culture of Innovation (Promotion of an environment that fosters creativity, experimentation, and implementation of new ideas that can generate a competitive edge for the organization), Value Generation (Achievement of sound results, thus assuring the perpetuity of the organization through sustainable increase of tangible and intangible value to all stakeholders), Valuing People ( establishment of people relations that foster professional and personal fulfillment, maximizing their performance through commitment, development of competencies and an environment for entrepreneurship), Orientation by Processes and Information (understanding and segmenting the organization’s overall activities and processes that add value to stakeholders. Decision-making and execution of actions should be base don performance measurement and analysis considering the information available and the risks assessed), Knowledge of the Customer and Market (knowledge and understanding of both the customer and the market in order to create value for the customer in a sustainable way and higher competitiveness in the markets), Social Responsibility, Partnerships Development and Vision of the Future (understanding of the factors that affect the organization, its ecosystem, and the external environment in the short and long term, aiming at the organization´s perpetuation).