I am sure that, like all Mexicans, you know bimbo: a company with more than 70 years in the market, which has managed to create an extraordinary work environment, place itself in the hearts of Mexican families and become a company of great reputation with international projection.
We recently talked about how to build your vision and purpose the Bimbo way. If you are in the process of starting your business and you want to do it following in the footsteps of a successful, legendary, iconic and exemplary company, here I share with you a micro-summary of the five keys to entrepreneurship… with the love of always.
Keys to undertake as Bimbo
1. Dream a world, not a business
Don Lorenzo and the rest of the founders started with a great goal in mind, which they projected in their vision: Feed a better world. Why do you want to create a company? Of course, money is important… and freedom. But freedom, for what?
If you want to create a large, far-sighted company with a real impact, set out a vision from the beginning that is aligned with your personal project; that creates wealth for all involved and that can create a better environment and world.
Remember that it is better to set the goal of excellence and not achieve it, than the goal of mediocrity and achieve it.
2. Create a real identity
Do not leave the design of your image and identity in the hands of a graphic designer or an external consultant. You are the founder and you carry in your heart the fire and style that you want to transmit with your company.
The name BIMBO comes from a play on words between BINGO, the board game, and BAMBI, a famous Disney character whose movie, a worldwide success, had connected with audiences of all ages just a few years earlier, in 1942. , the founders realized that “child” is said in Italian “bambino”, and that in an affectionate way the name “bimbo” is sometimes used. In addition, they chose it because it is a short word, easy to pronounce and remember.
For its part, the Bimbo Bear was born from a drawing made by Mrs. Anita Mata, inspired by the image of a bear that appeared on a Christmas card received by her husband, Don Jaime Jorba, one of the founders. The Christmas card had the design of a polar bear. Alfonso Velasco (another founder) fixed the shape of the nose, thus conforming the character we all know. Anita added the characteristic elements of a baker bear: she added the hat, the apron and the loaf of box bread under her arms. Today the Bimbo Bear is the most recognized Mexican corporate mascot in the world.
Of course you can have help! But the first person who must be convinced and in love with your brand and your identity is yourself, because your main (yes, your MAIN) job as an entrepreneur and director is to spread that passion to your partners, collaborators and, eventually, the consuming public. .
Your company is a great business card for your own personality, your values, your principles, your style and your project. This identity of the company must be felt and transmitted with true affection. Bet him!
3. Culture beats strategy
For Mr. Lorenzo, the importance of people was so central that, when he left the direction of the group to his son Daniel, he only gave him one piece of advice: “That the personnel director always report directly to him, without intermediaries.” He was convinced that each person, with his own life project, was central to the success of his business.
The most important part of a company is its people. This is another task that you should not delegate lightly, but rather you should watch over the work environment and climate: the life stories of all the men and women who will be part of your team.
Get out of your office! “Waste time” with your collaborators and find out what are the things that matter to them, that concern them and with which they dream. They are people too and deserve trust, vision and growth. Remember that it is better to train a worker and let him go; not train him… and let him stay!
4. Do it right and don’t stop learning
Bimbo has defined its strategic areas: quality, marketing, distribution, in which they never stopped innovating from day one. There is no return to this reality: you must be the best at what you do, have the best team; the best product and the best service.
Every business has its strategic areas. Bimbo is a production and logistics company based on a characteristic identity and style. What is the core business of your company, and what are its strategic areas?
If you’re running a business, don’t blindly trust outside advisers with the idea that they’ll magically fix everything for you. On the contrary: prepare intensely to be able to hire the best. It is your business and you must have the reins of it. “In the eye of the master, fatten the horse”, goes the popular saying. The vision, the mission and the work project rest on your shoulders: get to know them thoroughly and demand yourself before demanding others. Take care of your mind, your soul, your health, your family… and your business.
5. Do not negotiate your values
Bimbo has a code of ethics that has been unique in the history of Mexico: they do not pay kickbacks or gifts: they pay their taxes and comply with their workers. This has not only been “good”, but very good business. If you can not create a business that works without incurring bad practices, then better look for another business. Illegal, unethical, unfair or gray practices cause a culture of dishonesty that soaks every last screw in a company.
Founders and directors don’t just command and control; Above all, they personify the values of a company and set the standard for the behavior of all its employees.
It is not enough to acquire “socially responsible” certifications and seals, or donate a few pesos here and there. Building a better world is both a personal and a corporate responsibility. Entrepreneurship is much more than setting up a business: it is building a vision of a possible world.
Go ahead and the best of success!
Francisco Garcia Pimentel Dircom at Pan American University Aguascalientes. Public speaking, strategic communication, storytelling. Creator of @Drawingmentarios. Partner in DiezLetras Communication. Author of the saga of The French Delegate and some other titles, such as Everyone Speaks, Few Connect and Like a Fish in Water. Lawyer and Doctorate in Communication. He follows his podcast “Todos Hablan, Pocos Conectan” on Spotify and gets his books on Amazon.