February
22, 2021

10 min read

Opinions expressed by Entrepreneur contributors are their own.

While the world is struggling to find answers to almost everything amidst uncertainty and the fall of deeply rooted paradigms, we are witnessing a pivotal moment for humanity that, although it is not known where it will lead, if you are prepared to take advantage of it, it can be an instance of growth like no other.

Beyond difficulties and conjunctures, we hear more and more talk about consciousness . What is it about? According to the dictionary definitions, “it is the ability of the human being to recognize the surrounding reality and to relate to it, as well as the immediate or spontaneous knowledge that the subject has of himself, of his actions and reflections.” From a spiritual perspective, consciousness is a heightened state of being, which can help to successfully solve problems of meaning about life.

As an example, it is awareness to listen to your own emotions, make decisions in full use of your internal and external resources, go within yourself, “introspect” wisely to find answers.

The needs that Maslow raised

To focus on the different levels of consciousness, I invite you to explore a combined approach between the pyramid of needs by Abraham Maslow and the 7 levels of consciousness by Richard Barrett, an expert in business and social cultural transformation.

Maslow’s pyramid, or hierarchy of human needs, is a psychological theory proposed by Abraham Maslow in his 1943 work “A Theory of Human Motivation, ” which he later expanded.

This theory focuses on five levels, like a pyramid. At the base are the basic needs, fundamentally physiological, that allow maintaining homeostasis to survive: for example, breathing and air quality, water and hydration, food, rest, avoid pain, maintain body temperature.

Then, security and protection needs , both in terms of physical and health, as well as resources such as housing, sustenance to live and employment.

Climbing the pyramid, social needs appear, represented by affective development, association and affinity with others, affection and sexual intimacy.

Next, the need for self-esteem . Maslow defined them as tall, characterized by self-respect, with feelings such as self-confidence, mastery, achievement, independence, and freedom; and a loss, related to the need for attention, appreciation, recognition, reputation, status, dignity and success and even fame. If these needs diminish, an attitude of low self-esteem and feelings of inferiority are reflected.

At the top of the pyramid appears the need for self-realization , focused on the development of their potential; in unlocking creativity and innovation, and in being able to realize their projects and ideas. Maslow also called them growth motivation and the need to be, and affirms that it is the highest psychological need of people, since it allows us to connect with the meaning of life. It is achieved when all the previous levels have been reached, or at least advanced to a certain point.

The 7 levels of consciousness

Building on Maslow’s work, British author Richard Barrett developed the theory of universal stages of evolution, and the concepts of personal and cultural entropy (transformation). At the same time, he created different evaluation methods to measure levels of values in people, companies and communities, including the 7 levels of consciousness.

Making certain parallels with the pyramid of 1943, Barrett marked 7 phases of consciousness with small differences depending on whether it is a person, an organization, a society; it even applies them to leadership consciousness.

The 7 levels of consciousness that Richard Barret raises are:

Level 1: Survival (in Maslow these would be levels 1 for physiological needs, and 2 for security). Here the focus is on guaranteeing survival not only physiological -health, eating, sleeping-, but also safety -income, housing-. It is a tangible, physical, concrete level. The first three levels are called “self-interest” by Barrett.

For companies, it would mean being aware of occupational health, having the appropriate structure to function, and obtaining benefits and profitability. Also in achieving and measuring the balance of satisfaction with the collaborators, and in guaranteeing the sustainability of the businesses as a means to be able to function, without ceasing to think about a more transcendent objective.

Level 2: Relationships (in Maslow it is level 3, social needs, affiliation): it focuses on affection and belonging to a tribe (groups, teams, affinities).

If we transpolate it to the organizational world, it is reflected in loyalty, the internal climate, the value chain. Also with the interaction with others with similar interests, social relationships, affiliative links with other representatives of the sector, fostering agreements, alliances and common business.

Level 3: Self-esteem – esteem (it is related to that same level, which is 4 in Maslow’s pyramid): it has to do with affection, prestige, respect, and with the recognition of others and of oneself; also, with achievement and differentiation, from the construction of self-leadership and self-confidence.

For companies, this level reinforces the self-esteem that it is possible to achieve great achievements working as a team. Also here are the stimuli of extrinsic motivation such as the emotional salary -which is not remunerative-, in the form of congratulations, recognition and listening skills. Used well, quality feedback can also foster corporate self-esteem, as well as continuous improvement of processes, quality and good practices, ethics and shared values.

Level 4: Transformation (connects with level 5 of self-realization). Here Richard Barrett creates 4 levels of consciousness, this being the trigger for higher levels pursuing the common good.

It is about personal development, evolution, lifelong learning and the unfolding of potential. It is a stage of evolution and learning from the permanent desire to question, search and explore in consciousness.

When we bring it to the world of organizations, this translates into the need for continuous evolution, reinvention, and innovation. It could be said that the cultural change in a company begins at this level of consciousness. To achieve this, they will need to work on team cohesion and on generating improvements and challenging opportunities that transform challenges into collaborative learning; and in generating transversal transformations.

Level 5: Internal cohesion (related to level 5 of self-realization) Following Barrett’s 4 higher levels of transformation of consciousness, the intention is to work on leaving the individualistic mode of the “I” to go to the encounter of a “we”. It applies to both individuals and companies. Here appears a consciousness of shared vision, where there are values at stake that are the ingredients that unite them: trust, integrity, honesty, communication, authenticity.

Companies can work on these aspects, generating opportunities for meetings, teambuilding , attracting the best available talent, and generating a community that creates a strong and solid culture, consistent and sustainable over time. Embracing a common cause often achieves this cohesion.

Level 6: Contribution (also related to Maslow’s level 5 of self-realization) This is about focusing on the contributions of value that, as individuals, we make to society. They can be thought of as part of the legacy left by living in the world, that is, leaving a mark.

In companies, it is possible to focus on these value contributions directed towards the customers of the products and services; towards suppliers, distributors, etc., and, of course, towards the internal public: collaborators at all levels. For example, providing equal opportunity treatment to suppliers viewing them as strategic partners is part of this spirit of contribution, and raises the level of consciousness since it goes beyond the merely transactional (I give you = you give me). In time, this generates an increase in the level of consciousness and is connected to the transcendent legacy. The result over time will be to leave a mark on the market segment where they operate.

Level 7: Service (complements the same level 5 from Maslow). Here people connect with a greater purpose: Why did we come to this world? What is my role? What legacy am I going to leave?

In the business world, it is the level of consciousness to solidify in the long term through ethics, to think about the generations to come, to make valuable contributions to humanity; in corporate social responsibility and in friendly dynamics with the environment and inclusion policies of all kinds. It is thinking of acting for the greater good, not just petty self-interest.

^{Image: Daniel Colombo.}

Conclusions

As you may have observed, levels of consciousness are values, and values are transformed into culture, whether you work on it personally or as a company.

It is a gradual process, which needs the same as all good construction: strong pillars. The suggestion is to allow time for the process, and allow individual and collective maturation at your own pace.

The end result will be greater coherence, a feeling of internal well-being and greater responsibility and commitment; because there is no going back once consciousness has been raised. You can lose your way at times, although consciousness will always be a guide to get back on track.

February
18, 2021

6 min read

Opinions expressed by Entrepreneur contributors are their own.

One of the most important lessons from my time as an entrepreneurial ecosystem weaver is just because the landscape looks more fertile elsewhere, that doesn’t mean it’s magical. There are entrepreneurship ecosystems that look more lush because they are artificial, they receive fertilizers and pesticides, because they are retouched with Photoshop or because the comparison game simply does not allow us to see things clearly.

When I think of how Latin American entrepreneurs traditionally view Silicon Valley , I think of how much we are missing by looking there as if it is somehow better than what we have here. Silicon Valley and the biggest companies that are built on its foundations are often considered unicorns – mythical entities with stratospheric missions and the venture capital to prove it.

It may seem that, as Latin American entrepreneurs, our goal should be to aspire to any combination of qualities that will lead those companies to success and notoriety, but what if I told them that the real job shouldn’t be to try to emulate their process, but instead to honor our local processes?

For a couple of years, the metaphor of “zebra companies” was born in startup circles, which in contrast to unicorns, are real, grow collectively and firmly anchored in their communities. The business history of Latin America is full of examples of endurance, innovation and resilience that cannot be learned or taught in webinars – it has to be lived fully. We have a story that not only encourages us to be the zebras of the corporate world, but reminds us that we are already those zebras, we just have to choose to adopt this narrative with great honor.

Our countries have seen political revolutions, natural disasters, and currency instabilities, and yet our goods and services do not collapse. While Silicon Valley has built a foundation for its businesses that is often backed by its government, our infrastructure is different, but not worse for that.

Latin American companies and entrepreneurs who choose to innovate within our countries may not always have the support of our governments or have rescue methods, but they do have a community and a center of values that remains faithful no matter the circumstances.

One of my favorite quotes is that of Humberto Maturana, a Chilean philosopher, who said the phrase: “The most important thing about innovation is what you want to conserve …” The COVID-19 pandemic has been an excellent example of how to adapt to new Circumstances focused on what does not change have benefited a company like mine and our community.

^{“The most important thing about innovation is what you want to preserve …” / Image: David Tomaseti via Unsplash}

At IMPAQTO , our spirit is based on community. When the global pandemic started, as a Company B , our coworking network had funded our efforts to incubate, accelerate, and fund entrepreneurs building businesses that have a positive impact on our communities and on the planet. In the midst of the health emergency, we had to learn to satisfy the market demand, which was now looking less for a physical space and more for what was happening in an intangible way between the walls of that space: our community needed its community.

Through virtual hackathons , we find ways to mobilize our community of startup founders and change agents to create solutions that support UN agencies, NGOs and WHO in the challenges related to the pandemic around the gender violence, homelessness and migration.

Our own pivoting showed me that there is tremendous power when we focus on the long term of being a zebra in a world of unicorns and appetites for quick rewards. It’s not always the sexiest way to grow a business, but I see longevity in this narrative because it’s built on people and communities who are willing to help sustain it.

My belief in the zebra mindset is confirmed when I observed, for example, how three founders of the telemedicine platform Goctors serving senior private physicians spent six weeks working double shifts to switch their services to serve the clients of the bottom of the pyramid after realizing that populations at risk had even more limited access to health care.

Or, a food delivery company, Tipti , whose founders may have been solely focused on growing their user base during the pandemic, decided to continue the human aspect of their business and built a special platform for elderly customers to receive phone orders for those who They do not use smartphones or applications.

As a zebra company, the pressure stops focusing on scaling and acquiring users at any cost; Instead, it focuses on the possibility of protecting and growing seeds in our communities that will help rebuild and conserve our region time and time again.

I am not against companies that follow the unicorn model, I just hope that Latin American entrepreneurs know that a unicorn model is not the only way to build a company. Most importantly, instead of trying to build an entirely new foundation to make unicorns viable in our Latin American countries, perhaps we should use the foundation we already have and see zebras thrive as engines of economic reconstruction, this time. focused on our communities.

February
16, 2021

7 min read

Opinions expressed by Entrepreneur contributors are their own.

Seven years ago, Mauricio Vázquez, Oscar Vega and Daniel Müller wanted to get away from the world of traditional event planning agencies. For this reason, the three friends came together to form a different model to a traditional meeting planner that focused on the specialized follow-up of clients in each step of the planning process.

This is how Yo Planner was born, a network of specialist event organizers that helps its clients in the search, negotiation and operation of specific events such as convention groups, incentive trips and conferences.

“It is a risk to start from scratch, not to have a salary and yet with the experience and the clients that they have brought to the company, they have done very well. Little by little we grew. For almost five years we were approximately 13 people and in the last two months, slightly more than double ”, said Daniel Müller, managing partner of Yo Planner in an interview with Entrepreneur en Español .

The three entrepreneurs began serving previous clients of hotels or agencies who had already worked independently and little by little they were able to bring together people they already knew within this industry and who stood out for their talent.

^{Daniel Müller, managing partner of Yo Planner / Image: Courtesy Yo Planner}

Yo Planner is a model in which it is very similar to direct sales or the thinking of the insurance model, but it is continuously monitored to provide a solid experience that helps to find clients and the expected service. The company only earns from the commission of the suppliers it uses, such as hotels, operators, production companies, DMCs, etc., because when they bring a convention to a hotel their clients receive a percentage of the total payment.

The company offers, among other things:

• Free and personalized advice for groups, companies, conventions and individuals.
• Negotiation of the best rates and contractual conditions.
• Booking engine for groups.
• Ranking of hotels and cruises.

“We formed this network of specialists, – people who have knowledge about cruises, travel-, of different types of people and ages, who no longer wanted to be in normal agencies or who lost their jobs due to the pandemic, decided to enter with our model ”, says the businessman.

An alternative in the pandemic

The difference that Yo Planner has with traditional agencies is the talent they have. Its network is made up of more than 30 people who are experts in different branches and complement each other to give the client a round experience. His advice does not generate any extra cost since they make commercial deals on behalf of clients to achieve the best price and quality.

“Let’s say that I do the convention of your company; I do business for you. I do everything to get you the best deals with our suppliers. As a customer it does not cost you our services because we are protected by a commission. If the hotel pays me in the end $ 100, 50 goes for the planner and 50 for our company, “explains Müller.

Unlike a traditional agency, Yo Planner specialists do not have a salary, however, they earn from the commissions we have with all providers. For example, one of our planners makes a convention in Cancun, we negotiate for our clients with all the services related to the event (the hotel, the transporter, the activities, the production, etc.) and “in a transparent way to our client does not we increase our prices, we make deals with the best contractual conditions with our suppliers and we earn a commission from these services and therefore also our network ”, says Müller.

Yo Planner does not have offices, so its way of operating has not changed, everything is managed remotely; This part has been worked for seven years since it began.

“In the network the activities that not all of us master are complemented, for example, in the middle of tourism there are too many products and services, which is difficult to know about everything, however, we have experts with whom we can help our clients. There are people who are very good at operating events, who know about congresses, event production, incentive trips, in the same way we have also formed in recent years people who like our model who are travel agents, who do not necessarily have to do a group, an event or a convention, but they do the vacation and tourism part through us, that is also why we have grown ”, says the executive.

^{Yo Planner Team / Image: Courtesy Yo Planner}

Prepare for the “New Normal”

One of the goals they have in the short term is to reactivate the event industry that is now halted by the pandemic. Currently, they are in training and meeting new providers of all the sanitary measures that they are taking with the events. Also learning more about virtual conferences and being prepared for any changes.

“Once it is reactivated, we want to continue developing the network in terms of talent, clients and suppliers. These are the three parts that we see growing, we were working very well in 2019 and what started in 2020, but because of the pandemic everything stopped, we have not necessarily had events, but more people have joined, people who like how we work and that they can continue their career. We have people over 40 or 50 years old that right now it might be very difficult for them to be hired again in a company, with us they have the opportunity not to start from scratch, join a team of professionals and continue doing what they most appreciate. like, the organization of events and trips ”, says Müller.

The managing partner mentions that an entrepreneur is one who has a great capacity for endurance and more at this time, since he considers that the companies that come out of this pandemic are going to strengthen themselves. So it is a point of equilibrium, in which you stopped doing what you were doing to have other income, either with another type of business or job or give everything for your company, believe in the project and continue.

“Keep knocking on doors, that is what any entrepreneur has to do, look for the opportunities that appear, we in this pandemic had the chance to grow because of the people who lost their jobs, there are valuable people, so it is important not to give up, never leave your idea, if you believe in it, is to continue with the desire to get ahead ”, adds Müller.

“We would love for people who are in the tourism or meetings industry and who are looking to continue their career, to join our network, to contact us on our page and also give us the opportunity to get to know our agency. and please give us the pleasure of helping them in their next events ”, concludes Müller.

Opinions expressed by Entrepreneur contributors are their own.

Two weeks ago we talked about the 5 Minute Challenge to start reading. As you know, the habit of reading is one of the definitive habits of successful people. Just as we correctly insist on the need to take care of our body with exercise and a balanced diet, it is essential for the growth of any entrepreneur to take advantage of the power of reading to:

• Increase your critical and thinking capacity.
• Activate the brain.
• Search for new solutions.
• Arouse permanent curiosity.
• Stimulate creativity.
• Take advantage of the time.
• Raise your coefficient of influence.
• Keep up to date.

Millions of people around the world have set themselves the challenge of getting into the habit of reading with spectacular results. If you haven’t started, start today.

If you have already started and little by little you are discovering the power of the habit of reading, very soon you will find yourself with an important question: What do I read?

Each person has their own reading itinerary; because each person is unique. Your tastes, your businesses, your interests, your hobbies, are only yours. Although it is always good to ask for the recommendation and advice of someone you trust or admire , it is also true that only you can decide what to read throughout your life.

The habit of reading is not formed with a list of “must-read books” or forced readings that you have to read for no reason. While there are books that I think everyone would benefit from reading, I will not be the one to dictate the titles. I believe that the habit must have two characteristics: first, that it always keeps your spirit of curiosity burning; and second, that it helps you grow as a person, both spiritually and professionally.

As Dr. Isolino Doval stated, reading a lot does not necessarily make you a better person. There are people who read a lot and are unhappy, or bad. Wow: Hitler was a great reader. The habit of reading, to put it in some way, is a muscle that you can exercise, and that can give you a lot of strength. How you exercise that muscle and what you do with it will be entirely up to you. Don’t waste time reading junk. My recommendation: read good, original, creative and constructive things that help you grow, and then give you strength to push your business and improve the lives of those around you.

Okay, but what do I read?

I have come across many people with this same concern. What do I read? and the answer is always the same: it depends.

It depends on who you are; what do you like; what are your talents, your interests, your hobbies, your heroes; what is your business and what books have you read before. We are all in a different place. If you’ve never read anything, you may want to start with a classic light novel, like The Little Prince or Momo. Or for an anthology of Arreola short stories or a finance classic like the Richest Man in Babylon. There are thousands of options, but really, really, it depends on what you want and where you want to walk.

To make things easier for me, I designed a quadrant system that allows me, at the same time, to delve into the topics that I am passionate about, stay entertained and discover new things. This reading matrix What do I read? It is reflected in the following graph:

The graph is made up of the quadrants that occupy the spaces between two axes : the growth-pleasure axis and the fiction-non-fiction axis.

Then assign a week of the month to each quadrant and voila. It allows us to choose new books and readings that meet our personal and business needs.

It doesn’t matter, for now, if you read one book a week or one a month. The concept remains the same, and follow the quadrants in this order:

First week: fiction + grow

To get the month off to a good start, look for a fiction book – that is, short stories, novels, etc. – that is both exciting and useful. Among these we can find historical novels, fictionalized biographies and essential classics.

Maybe you have a problem with the word “classics” because some teacher in high school forced you to read Homer’s Iliad and do an exhaustive analysis that put your eyes out of your ears, but I hope you soon lose your fear. The truth is that most of the classics are for a reason and many were the bestsellers of their own time. Dickens, Twain, Chesterton, Hemingway, Cervantes, and thousands of classic novels are a good place to start because they are often easy to find, inexpensive and mostly brilliant editions.

Second week: non-fiction + growing up

With the engines running, this week look for a book that will help you grow personally or professionally. Personally, autobiographies are among my favorites; but you will also find great biographies of outstanding men and women; personal growth books to form habits of all kinds: financial, business, health or interpersonal relationships. Little by little you will realize that everything is connected.

Also look for books that help you improve your business skills: communication, sales, programming, accounting or big data. It all depends on what your profession and your business are. School ends when it ends, but education never ends. Advance in your career and grow your business!

Don’t think that this means they have to be boring. If you’re in the right business for you, these books will be interesting, exciting, and engaging.

Third week: fiction + pleasure

This is the “free” week, where you can read absolutely whatever you want; it does not matter if it is a deep or simple novel, or if it is the most cultured classic in the universe. This week it is: read to be happy.

Are vampires in love your thing? The wizards who live in a castle? The London detectives? The ghosts? The love? Ahead! Read what you really enjoy and don’t worry about the rest.

This week is, perhaps, the most important in terms of getting into the habit, because it allows you to have fun, relax, and discover the authors that will become your favorites. Not everything is study and exercise!

Fourth week: non-fiction + pleasure

Personally, my favorite week, where we can learn new things, discover new topics and connect previous knowledge applicable in new areas of knowledge.

The idea here is to explore topics that are not your core business but that connect on some level with your passions, your tastes, your talents or your dreams. It’s a brilliant way to open your eyes to new things, boost creativity, and think outside the box!

If you are, for example, an engineer, this week “engineers” books are prohibited. The same for any profession. This week read about opera, philosophy, dinosaurs, cupcakes, Amazon beetles, or the history of an unknown country. Get out of your usual zone and go on an adventure trip that will fill you with energy and new ideas.

And then … start over:

5 questions and answers: rules for reading

There are some questions that I constantly hear. Maybe they give you an idea!

1. Can I read what I want? – Yes, but you can also read really cool stuff. Nobody forbids you to play in the garbage can if that is what you want, but you may be interested in visiting the beach or traveling the world. It is not about prohibiting, but about taking advantage.
2. Do I have to finish every book I start? – No. My personal rule is fifty pages. If the book hasn’t caught up with me then I move on to the next one on the list. There are books that I have left at three pages! You are completely free.
3. Is there a mandatory book? Nothing is mandatory, but I think there are highly recommended books for each person, depending on their situation. A friend who knows you and likes to read can recommend some classics in your area. Look for ideas at goodreads.com
4. Paper, digital or audiobook? Many people fight over this, but it is an unnecessary discussion. I prefer paper, but I read a lot on digital and listen to audiobooks in the car. I also prefer live theater, but that doesn’t mean I don’t go to the movies or watch Netflix. They are different experiences for different times: they are all great and are the best gift on almost any occasion.
5. Are the books underlined? Another capital discussion. It depends on each one. I light up my books, make notes and arrows; but I don’t fold the sheets. Long live freedom. Of course … if they lend you a book, don’t scratch it! And please … give it back!

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Opinions expressed by Entrepreneur contributors are their own.

It is a statistical fact: the most successful men in the world read and read a lot.

Bill Gates reads 50 books a year. Mark Zuckerberg at least one every two weeks (25 per year). Warren Buffet reads between 500 and 1000 pages a day from the age of eighteen. Elon Musk doesn’t keep an account, but he’s an avid reader; When asked how he learned to build rockets, he replied: “I read books.” Oprah Winfrey founded a book club that discusses one book a month and has millions of members.

Steve Siebold , a billionaire who has interviewed more than 1,200 millionaire and successful people, says there is a hobby that 100% of them share. It is not the golf, it is not the cars, it is not the mansions. You guessed it: everyone reads . And a lot.

Bill Gates always reads on paper. Richard Branson is a fan of the Kindle. Stephen King enjoys audiobooks. Are there differences? Many. Does it matter? In the end, no.
Nelson Mandela had to defend his right to read in court while he was in prison for twenty-four years. He didn’t ask for better food, television, or pillows; but books. Carlos Slim is a passionate reader of biographies and finances; Bill Gates enjoys books about the future; Barack Obama reads classics and history. Zuckerberg is a science fiction reader. Branson loves memories of great men and self-help. Everyone has their favorites: don’t feel obligated to read what others want. Read what you are passionate about and make you grow.

There is no doubt: the most successful men in the world read. It’s one of their definitive habits: they don’t read just for entertainment, but above all to learn and keep growing. They put aside the fad novel or the gossip magazine and look for something they are passionate about – and they keep learning.

From “education” to “self-education”

We have heard many – but many, many times – “Education is going to change Mexico .” And it’s true. But we also always imagine that this “education” has to do with governments, unions and educational projects. Actually, for all of us, it has to do with something simpler: what we have on the bureau next to our bed.

Bill Gates puts it very simply: if you had the opportunity to speak for ten minutes with the wisest, most successful, or most brilliant men in history, would you take advantage of it? What would you ask them? Now realize that you can do it, because they wrote what they think. Am I going to let only others take advantage of that wealth? He would have to be crazy.

Every New Year’s bell tolls, millions of people in the world make different resolutions: to run more; eat less; save more… And they are all good purposes. However, he has heard of few people who have set out to READ more .

That is why today I propose it to you. Why wait for the new year? Whether you’ve been kicking the habit or never had it, I’m sure you know that the habit of reading can transform your life in ways you’ve never imagined, expanding your horizon with endless professional, intellectual, and personal possibilities. Maybe you don’t know where to start, or maybe you have a lot of books that you want to read, but you haven’t had time.

Even though I love reading, I realized after the birth of each new child (I have four!) And with a lot of work in the office and at home, that suddenly days and weeks went by without my reading progress. . I had to make the decision to read again. This is what I did.

I propose this challenge to you. The habit of reading is like any other: we must consciously desire it and accustom our body and mind to do it “automatically”. The difficult thing is to start and then… the difficult thing will be to quit.

These are the ten steps of the LEE FIVE MINUTES challenge.

1. CHOOSE A BOOK THAT FITS YOU. It can be a novel or an interesting topic; but it must be a book that has an order and sequence from beginning to end (not a comic, a magazine, or an encyclopedia). The Hobbit serves the same as Little Capitalist Pig . Preferably not too long. If you don’t know where to start, I recommend: The Little Prince , Momo , The Prince and the Beggar or The French Delegate .

2. READ FIVE MINUTES A DAY. No more. Not less. You don’t want to run marathons before running a hundred meters. You will arrive.

3. TRY IT TO BE AT THE SAME TIME. I like to read in bed, before going to sleep; but you choose the time you prefer: after eating; when you arrive at the office or at the time you want. Try to keep it the same time, but if one day you can’t keep your schedule, just READ FIVE MINUTES at some other time.

4. DISCONNECT THOSE FIVE MINUTES. Don’t make the mistake of reading on your smartphone. Better put it in silence and, for a while, disconnect and let yourself be immersed in the book.

5. NEVER, FOR ANY REASON, STOP READING FIVE MINUTES A DAY. Even if you go to bed at one in the morning; even if you are traveling; Even though you’re busy, even if you’re sick I’m absolutely sure that five minutes you get them. For five minutes you are not going to stay up any more or stop doing your job.

6. SHARE YOUR OWN CHALLENGE WITH ANOTHER PERSON. Tell your wife, your mom, or your best friend what you’re doing, or better yet, both of you do it. Help each other not to miss five minutes of each day.

7. IF YOU DON’T LIKE YOUR BOOK, CHANGE IT. It is not punishment: it is an adventure. My usual mark is this: if on page 50 you haven’t caught me, I’ll quit. There are so many books waiting!

8. DO IT FOR THIRTY DAYS. Put a little leaf, if you want, behind the door of your room and mark the days you take away. Every day think what is five minutes? And do it.

9. ON THE THIRTY DAY GIVE YOURSELF A PRIZE, IF YOU HAVE ACHIEVED IT. Agree with your wife or your friend the award and, if you have achieved it, go to the movies or buy yourself that shirt that you love.

10. KEEP AHEAD. What else in the world would you like to discover? Planets, history, insects, politics? Find your favorite topics and authors – they are wonderful veins of culture.

How does it work?

The motor principle is very similar to financial savings. By saving small coins, you soon realize that, little by little, you save a lot. Books, at first, can be dry and seem long. But in reality they are not. On average, a medium book can be read, in a row, in three to four hours. It is very likely that in these thirty days you have read an entire book, almost without realizing it!

It is also very likely that, within a few days, you want to read MORE than five minutes a day. For the first thirty days, try not to read more. Staying with the desire will make you return to reading tomorrow with more emotion.

In the second month it goes up to 10 or 15 minutes. If you do this for a full year, by the end you will have easily read fifteen or twenty books. Once your brain is used to it, you can read for hours without a break and devour entire books in an afternoon. That’s very good. But remember: you will be a reader if you can read at least five minutes each day throughout your life. If you always have a book with you, you will find valuable time while you wait for an appointment or at the restaurant.

Then intersperse fiction books with books on other topics. There are also pages, clubs and spaces where you will find other readers and new recommendations. If you have to spend thousands of dollars and thousands of hours in gyms to maintain your body, isn’t it fair to do the same to exercise your mind?

So tell me do you have five minutes?

Do you read almost nothing today? Start with five minutes a day. Very little? Do you read junk? Don’t worry, but look for things that you are passionate about and get lost for a while. Not sure where to start? Classics are classics for a reason; Or you can also search the internet for lists of books recommended by all the people I mentioned. You have no money? There are literally thousands of sites and libraries where you can get free books. Don’t you like the book you are reading? Close it! There are too many great books to waste time on junk.

Habits become our destiny. Build a habit that allows you to always grow, always learn, and then choose content that will keep you hungry, curious, and passionate. You will see how soon it will be impossible for you to leave it. Welcome to the fifties club.