Entrender has become a recurring word in Cuba: an increasingly present concept, which molds new paths and guides, not only for those who take it as a law of life and move forward a project, proudly defining themselves as entrepreneurs.
It is not an exclusive trend of the island. Social networks have helped globally to put up the term that, although not new, is being positioned almost as a way of seeing and living.
According to the Royal Spanish Academy, undertaking means “undertake and start a work, a business, a commitment, especially if it contains difficulty or danger.”
For the Spanish entrepreneur and mentor Rafa Fergom, “to undertake is to connect what people need with what you are passionate about what you do, which is your trade.”
Fergom taught last Friday, October 3 at Gallery Continua, in Havana, and this Thursday, September 9 will offer a mentoring in the Cuban Art Factory (FAC). These actions are added to the nearly two decades that have been working on the island, consolidating Cuba as a recurring place in their professional career.
He is organizer of the Eyeife and Women by Eyeife festivals, and has given more than 20 talks in universities and events in Cuba. The conferences and workshops of these days constitute the first ones that organize independently.
“I love the entrepreneur and ingenious public in Havana, because to undertake here you have to be especially creative. It is a very active audience, which knows a lot about what it does and that, obviously, it is not easy Me, ”Fergom tells us.
The businessman says that in Cuba he has learned many things, but highlights: “The first thing is that you don’t have to lose passion. I learned that with Suylén Milanés And it has been confirmed with a lot of people who, despite the circumstances – which are not always easy – have a passion that always finds the hole, the recesses, the way to carry out what they are passionate about. I take that passion, and every time I come I ratify that it is from here where I go with that energy. ”
Those learning, says Fergom, tries to return them or keep them in constant exchange through encounters such as these days.
“What I can contribute is practice and order,” he explains. ” repetitive way.
“In the case of Cuba, specifically, I take a step back and not so much to the field. My intention is to apply more strategic concepts: mentality, motivation, how to prepare yourself psychologically to undertake, because it is not an easy path. As for the part of the business plan, I try to order everything strategically, because when then it goes down and lands, the circumstances are what they are more strategic and, above all, motivational;
The entrepreneurship in Cuba seen from outside
Rafa Fergom has more than 20 years of experience in the creation of companies, both own and from the work of mentor and advisor. Much of his work has been developed in cultural industries, because he understands that the artist is also an entrepreneur. From that knowledge he looks and tries to contribute something to the Cuban context.
How do you value the preparation of Cuban entrepreneurs?
There is a lot of talent, and also in record time. Many times, that something has not been established does not mean that there is less capacity, less talent or that there is simply no concern. I think it has occurred because the concern was.
There are places where they seem to know a lot about business and give a talk, and what they have learned is just a manual, without wondering why one thing should go after another.
Here, however, they have learned it inventing. The fact of being tested has led them to generate their own plans. Therefore, when you give them knowledge from the outside, you realize that they have already done so, but you help them order it a bit, perhaps to name what they already do.
The possibilities of undertaking in Cuba have put on the table other issues that were not part of our reality, such as competitiveness. How do you see that aspect on the island?
I think here they are more collaborative, I think it firmly. Just as there are more difficulties in developing a business, in terms of support among colleagues by profession there are much more support.
In Spain, for example, I notice that competition is sometimes considered as in sport: you have to win another. In business it is not about winning someone, but about generating a good enough value proposal for you to buy you. As long as there is a market, of course. It is not always a race with defined kilometers; Sometimes there are no kilometers to run, and you must be in continuous movement to really know where the business is.
That ability of the Cuban to improvise, as if he had prepared him all his life, is very collaborative. This occurs a lot in territories where it is essential to support the community. Here, the concept of community is much more entrenched and present than in other places: it works more from the unit.
What is the most important thing you think is contributing and will contribute in the near future entrepreneurship to the country?
The important thing is that there is a fabric that has the opportunity to develop a business based on helping people and that has an impact on the country, in the state. This goes beyond management typologies.
Companies, first, are to help people and, obviously, do it from a prism that benefits the world, the planet. Many times this part is forgotten, and not only affects the company’s partners, but on all addresses. For me, the most important partner is the planet.
That is, what you do has an impact on your territory. That also implies that it benefits, in the end, who is giving you the opportunity to undertake: not only customers, but your country, your city, the place that allows you to develop a business. This goes beyond patriotism.
If you can set up business, you need a structure, facilities, competences and capabilities to carry them out. Therefore, that there are business of any kind means that there is a creative fabric that supports them. At least where I come, the self -employed and small entrepreneurs hold much of that.
What is the most important advice that would you give to a Cuban entrepreneur?
It doesn’t matter if you are an artist, mechanic or nautical engineer: the key is to connect what people need with what you are passionate about, through what you do.
If you only think about what people need and neglect what you are passionate about, your sole objective will be money. You will never have a true interior wealth and you will always depend on money to feel good. That has no end.
If you only stop what you are passionate about, you will be an inventor: you will create things and you will put them on your home shelf. If they buy them, well; If not, too. But you haven’t worried about knowing if someone really needs it.
The key is not what trade you develop, but how you connect what people need with what you are passionate about. From there, you define the different trades and actions that allow you to unite these two things according to the circumstances.
