The machine that creates, imagines and dreams has not yet been invented!

The human being so far away for years, comes back triumphant. Companies need ideas, just as the finished product needs raw materials. Creativity has become one of the main inputs that a company with a vision of the future can count on. But the presence of people just doesn't guarantee creativity. Many don't even consider themselves creative.

People only put their creative talents at the company's disposal if they are willing. They are the ones who decide. This is the ultimate freedom. Even if they are severely supervised, with surveillance cameras monitoring their work, searches of factory exit doors, etc., no restrictions have any power over freedom of choice.

And creating is a choice that people only decide to make when they feel committed to the company's purpose. In order for there to be commitment and creativity, the soul must be present.

The soul, in fact, makes the difference. It provides the energy that drives one company to overcome another in the same market, in the same economy, in the face of the same obstacles. Even because there are no companies with equal souls. Each one has its peculiarity, which makes it different from all the others. It is the soul that explains successes without visible causes.

The truth is that a company does not compete with another, who competes is a team with another team, or rather, a team with groups or groups of people.

Staff all companies have, teams are rare. A cluster of people working together does not create a team. There are feelings and emotions in any work environment, but their pure and simple presence does not imply the existence of the soul.

There is no team without common goals. In the company with a soul, the goals are shared and, therefore, everyone's. This set of common goals is called purpose. A company with a soul has a purpose, which is based on the people's set of values. After all, they are willing to support goals that could also be yours. No one is concerned with achieving goals exclusively for others.

That's why in companies with bodies and minds, people are, at best, involved with their job and salary, but not with the purpose. Although the mind offers a purpose with the definition of business, only the soul can transform it into vision, shared and supported by all. For a purpose to be developed, however, the figure of the leader is necessary.

One of the characteristics of companies with a soul is the purpose of serving: customers, employees, shareholders, the environment and society. The objective of “being of service” creates this culture in the company, something that, sincerely, involves everyone.

Wanting to contribute is very different from extracting. Companies that only want to extract profit from the market create employees who only want to extract advantages from them. In these, not by chance, complaints about remuneration are frequent and there is a greater number of frauds.

On the other hand, companies that aim to contribute create contributory teams. They are the most profitable enterprises, where the best-prepared and paid people are. But the greatest reward people gain for contributing is self-fulfillment and increased self-esteem. There can be no greater reward.