Many people ask me how I see the year 2021, and I answer that it could be the best or the worst year of our lives.

Everything depends on you and me. If we embrace our greatness, 2021 will be the start of a new era of coherence, abundance, and well-being. But if we continue with the scoundrel spirit that has characterized us during the 20th century, then the effects of the coronavirus will turn out to be merely a prelude to a debacle of unprecedented traumatic events.

We're talking about things like the devastating effects of incipient global warming, which insurers can no longer calculate, if it gets out of hand. Add to that increased crime and social violence from a growing number of angry young people who don't see a promising future. And all of this wrapped in an epidemic of physical, mental, and spiritual malaise, characterized by an obese, stressed, and materialistic society that is addicted, racist, and frustrated. It's not a pretty scenario, and it requires our urgent attention.

The path to a prosperous and happy future involves reinventing human endeavors. And the deciding factor, from my perspective, is the entrepreneur.

The golden rule is to generate more value than is extracted from the system. A rule as old as the world itself, which has provided sustenance and viability to life on Earth.

Therefore, if we want to have a sustainable business, it must add real, deep, and lasting value. And the only way to achieve this is for it to be based on four synergistic states of results: an economic one, a human one, a social one, and an ecological one. If any of them is missing, the business will fail.

Even the economic factor, which has historically been the company's and the entrepreneur's reason for being, will fail if the other three pillars are not assigned a higher value in the equation.

So, looking ahead from 2021, I recommend you view your business from a new perspective. From today on, the future of your business depends on your ability to generate value for your collaborators, your customers, and society, while respecting and conserving the earth.

If you neglect any of these aspects, before you know it, the environment will penalize you and your company will fail.

On the contrary, if you become champions of the new equation, your company will be respected, admired, and considered the ideal ally to support and do business with.

So, what are you going to do? Embrace your greatness and grow your capacity to generate real, deep, and lasting value for your clients, your collaborators, and society, while respecting the planet? Or will you continue with a scarcity mindset, seeing how you can become more of a scoundrel? The decision is yours. Choose wisely! The future depends on it.

In summary, the actions that have allowed us to extract excess value from the system in the past will be violently sanctioned in the future.

I invite you to Assume your greatness. Adopt a proactive attitude and establish transcendent values in your company by seeking wealth and well-being for yourself, through generating real, deep, and lasting value for your clients, your collaborators, and society, while respecting the earth.

Have a great day.