The Association for Management Progress (APD), historically considered a fundamental pillar for the prosperity of the Spanish entrepreneurial fabric, combines its social function with global and local challenges that require increasingly agile and collaborative approaches. Thus, this meeting space for managers is now transformed into a platform for training, advice, support and synergies for companies and managers. Also a reference for the development of leadership models. This was recognized by the president of the association, Laura González Molero, in an interview carried out on the eve of the VII Congress of Directors that Santiago de Compostela will host between November 20 and 21.
How do you imagine ODA in the years to come?
APD’s vision for the future focuses on solidifying our relevance in an increasingly dynamic and demanding business environment. We seek to continue to be a benchmark in training and supporting business leaders, helping them cope with market disruptions and innovate their business leadership models. Our objectives include strengthening our partner network, which already has more than 3,000 partners in Spain, promoting collaboration between sectors, both public and private, and promoting initiatives and knowledge that promote the transformation of businesses.
The APD has had a new general director for several months. What does this renewal bring?
The arrival of Emma Gómez serves to consolidate a new era of APD in which it prepares to navigate a world full of opportunities and challenges, where adaptability and visionary leadership are essential tools. This disruption represents not only a change in leadership, but also a push toward growth, modernization and innovation, positioning APD as a key player in building a more prosperous and competitive future. All this leads to a strategy that, without innovation and transformation, society and the economy could not grow.
What are the main challenges for Spanish brands for their global positioning?
Spanish brands are highly recognized for their quality and innovation, but they still face significant challenges in terms of positioning due to globalization and the emergence of new and powerful players, in all sectors. Perception varies by market and it is essential that companies communicate their values and strengths effectively. In addition, they must adapt to local demands, promote the agility of their processes and establish strong relationships of trust with consumers. Today, brands no longer just want customers, they want fans. The difference between success or failure lies in the prescriptive capacity of its audiences. At APD, we work to help businesses develop brand strategies that highlight their uniqueness and strengths in the global and regional market. After the recent supply crisis, we have returned to regionalization. Although we are responding to the global market, companies are increasingly reducing the impacts of any new crises affecting supply chains.
What will be the main themes of the VIIth Congress of Directors and the objectives of this meeting?
This conference is the annual epicenter of business networking. More than 1,500 managers will be present and will benefit from the interventions of more than 50 high-level experts and speakers. Under the title The New Global Company, the congress will focus on topics such as digital transformation, the new leadership model or new brand territories. Our goal is to provide managers with the tools and knowledge needed to navigate a changing business environment. We also want to encourage the exchange of ideas and experiences between leaders from different sectors, which will create synergies and collaborations conducive to business development.
How would you encourage managers to attend the conference?
Managers should attend the conference to update themselves on the latest trends and strategies shaping the business landscape. We will talk not only about new technologies applicable to the definition of business strategies, but also about attracting and promoting talent, sustainability, competitiveness, ethics… In short, all the subjects that are reflected in the new CEO agenda and are revolutionizing the world of business management. APD provides a unique space for the exchange of experiences and knowledge, where they can effectively connect with other leaders and experts, share experiences and learn from best practices in a collaborative environment.
The uncertain geopolitical moment, war conflicts or the recent DANA are testing the resilience of companies. How does ODA help with these tasks?
Since the pandemic, the risk maps that we have developed have reached a significant level of robustness, very far from that of the past, but we must continue to pay attention to them because unforeseen risks can arise at any time, as we teach the news. We live in a scenario of permanent disruption. ODA can play a crucial role in helping businesses develop these plans and providing crisis management training. It is essential that leaders prepare to face adverse situations and learn to operate with resilience, adapting their strategies flexibly as circumstances change. The objectives of strategic plans for many years to come are increasingly complicated to achieve. Artificial intelligence is redefining business models.
How do you see the ability of Spanish companies to make the most of these innovations?
Spanish companies are in a unique position to take advantage of disruptive technologies, but it is undoubtedly a technology that most of them will need to adopt if they are to maintain their commercial viability. The key will be to foster an organizational culture that integrates the greatest number of strategic departments and that values innovation and flexibility as an investment and an opportunity, not as an expense. At APD, we promote continuous training and adaptation to new tools, helping companies to integrate, for example, generative artificial intelligence in an efficient, controlled and safe way into their operations. This not only improves efficiency, but also opens new business opportunities and improves competitiveness.
Are companies ready to protect their data and that of their customers?
Cybersecurity is a growing challenge for all businesses, which has accelerated since the forced digitalization we all experienced following the COVID-19 pandemic. Although many are taking steps to protect their data and investing in this regard, the reality is that there is still much work to be done. Cybersecurity must be implemented at all levels and in all sectors, not just within large companies. Data is one of any brand’s most valuable assets, and digital security incidents can lead to a significant loss of reputation and trust among their audiences. At APD, we work to raise awareness and train our partners in good cybersecurity practices. It is essential that businesses understand the importance of investing in technology and training to protect the sensitive information of their customers and the organization itself.
Generational change brings with it a model of leaders and employees with new capabilities, but also with other concerns and expectations. How are businesses adapting to this change and what role does ODA play in this process?
Businesses recognize the need to adapt to new workforce expectations. The arrival of more diverse and younger leadership is driving a cultural shift that values collaboration, sustainability and inclusion. Without a doubt, one of the great challenges that companies face today is how to communicate effectively with new generations. Collaboration between the private sector and academia is a fundamental element in ensuring that young people have the skills necessary to promote economic and social development. Through educational programs tailored to market demands, businesses can help create a more skilled and future-engaged workforce. The ideal formula should consist of combining senior talents, who bring experience and professional maturity, with innovation and the proposal of new process models driven by young people. The future of businesses requires the recognition of youth as a driver of economic and social development. APD plays a fundamental role in this process, facilitating the training and development of skills that align leaders with the expectations of new generations. We want to help business owners and entrepreneurs create an environment that fosters talent and innovation.
What do you think are the essential skills and values that today’s leaders must have to meet the needs of new generations?
Today’s leaders must possess skills such as empathy, effective communication and the ability to adapt. It is also crucial that they embrace values such as sustainability and inclusion, which are priorities for new generations. These leaders must be able to inspire confidence and motivate their teams, creating an environment where everyone feels valued and heard. Leaders must have authentic leaders, who transmit enthusiasm, passion and confidence to all their audiences. At APD, we promote these values and skills through our training and leadership programs. Society demands that companies not only seek profitability, but also fulfill their social responsibility, committing to doing the right thing. Good governance is the axis of leadership with social impact. This ethical commitment involves good practices that strengthen the company and reflect the model of society that we wish to build. Our focus on good governance allows us to lead by example, setting ethical and sustainability standards that inspire other organizations. Doing what is right must constantly guide corporate action, accompanying economic objectives to adopt a broader social vision.
What role should ODA play in strengthening business in Spain in the current geopolitical context?
APD has been and will continue to be a beacon of guidance and support for the business world in Spain, especially in times of uncertainty or change. Our role includes providing relevant training, facilitating knowledge sharing and encouraging collaboration between companies. We add to keep adding, because together we are stronger. In addition, we are an advocate of innovation, talent promotion and sustainability, helping and supporting companies to adapt to market changes to continue growing. Through our initiatives, we promote the strengthening and modernization of the business network and contribute to the country’s economic growth.
