Carmen Gómez Menor and Carlos Magro -- PROA project, identity and positioning for relevance 

"It's the communication, stupid!", the Carville strategist who helped lead Bill Clinton to the US presidency in 1992 would say today. The same premise holds true for businesses, leaders or anyone aspiring to leadership in a changing world. The volatility, uncertainty and challenges that we face in the The challenges we face make it even more important to build a strategy that links each and every one of these leaders' decisions to the purpose of their organisation.. But it is not enough: without communication that empathises with and anticipates the needs of those to whom we want to sell a service or product, all our efforts will be irrelevant.

And this, which seems obvious, requires a continuous attitude of active listening, reflection and decision-making that has a positive impact on our stakeholders, those who hold the key to the survival of our professional project. It requires continually asking ourselves 3 questions: who are we addressing; am I offering what they need; and, above all, are they thinking of me to satisfy that need? The answer forces brands to evolve continuously, and to have the ultimate goal of being a solution to the needs posed by the context at all times, or they will cease to be relevant and irreplaceable.

When PROA proposed to us the challenge of helping them in this necessary evolution after their first 10 years of life, at a time as complex as the present, we found ourselves with a real treasure chest. A project with a soul, with a well-defined personality and values, and which practised the uncommon philosophy of a return to the essentials, to good sense, discretion and reflection.The project was a clear contrast to the wastefulness, fireworks and the race to appear that abound in the current panorama. Over the course of several working sessions with the two managing partners, Lucía and Valvanuz, and part of their team, we gradually brought to the surface everything that they projected in their professional practice, after a decade giving service and making others shine. We discovered that values were of paramount importance in their day-to-day work. Being there for their clients, providing a fair and discreet service and pursuing excellence at all points of contact were their particular roadmap. We also found a cohesive team that was very accustomed to the flexibility demanded by today's organisations, with a passion for the craft of communication, and an obsession for detail that led them to become one with the client, eliminating hierarchical barriers that make their work more expensive and difficult. In short, an effective communications consultancy, naturally prepared for the demands of today's environment. An environment that has seen an accelerated need to recover what is essential, to eliminate what is superfluous, and to bring critical thinking and prudence to the excess of noise and the haste that day-to-day life imposes on us.

And so another ship emerged, more mature and sophisticated, but with the same original shell, well positioned to weather the storm that began 2020 and with a clear purpose on the horizon to help its customers set a course for growth.

This text may be reproduced provided that PROA is credited as the original source.