News

"When leaders are consistent with purpose, they communicate with actions, not just words".

Interview with Ignacio Gabaldón, former Director of the Leadership Department of the Army War College and Co-Founder of Talentum Evolution

Ignacio Gabaldón is a colonel in the Spanish Army, former director of the Leadership Department of the Army War and Leadership School and co-founder of Talentum Evolution. With an extensive background in the military and solid experience in training management teams in the corporate world, Ignacio has recently designed and delivered leadership training for the PROA Comunicación team. We talked to him about how leadership is understood today, the differences and similarities between the civilian and military models, and what role trust, purpose and communication play in today's organisational culture.

What is leadership for you and how has it evolved in recent years?
Leadership is the art of managing intangibles - such as trust, commitment or purpose - to achieve tangible results. The model has evolved because the environment has changed, it is now faster, more uncertain. Before, the leader was at the top making decisions. Today, leadership is inseparable from the team. It is no longer about being the best in the team, but the best for the team.

What qualities does a leader need in the 21st century?
There are many, but I would say only one, and that is that the leader must have a team. Without a team there is no leadership. Then come others such as humility, technical competence, listening skills, managing emotions, creating healthy environments. But it all starts with building a high-performance team, presided over by a clear purpose.

And how do you build that team, and where do you start?
For something as simple as talking. Having a coffee, listening, taking an interest. Trust starts with small gestures. Then it can be deepened with dynamics such as Belbin, which helps to understand the roles that each member can bring to the team and, consequently, the team's strengths and weaknesses. But without trust, no tool works.

What is the role of communication in all this? It is central. Communication generates trust, cohesion, culture and a sense of belonging. Challenges, problems, achievements... must be communicated, and not only from the institutional level: also in the corridors, asking about the family, calling people by name. This daily communication creates emotional bonds and strengthens leadership. Leaders also communicate purpose with actions; that is also communication. The difference between communication in a small team and in a large organisation is only one of scale: in both cases, communication shapes the climate and sustains meaning.

What is the difference between leading people and managing resources?
They are two different dimensions, with different logics and different times. Managing resources means applying procedures and optimising processes, with visible results in the short term. Leading people involves connecting with emotions, generating commitment and working with intangibles, the effects of which are perceived in the medium and long term.
But there is a third pillar that makes sense of both: that of values and purpose. It is the pillar that aligns management and leadership, linking operational effectiveness with culture and shared meaning. It is the benchmark for our work, decisions and initiative.

How well is the concept of purpose used in business?
Not always. Many exhibit it, but do not live it. Purpose must be the benchmark that guides decisions, behaviours, motivations. It has to be seen in how leaders act. It has to come down from the organisation's frontispiece or the end of the year speech, to live it on a day-to-day basis. When that happens, people trust. Consistency with that purpose communicates more than any slogan.

What is the difference between military and business leadership?
I believe that the differences between military and business leadership are becoming smaller and smaller. Perhaps they lie in the intensity of actions or the consequences of decisions. In the military, we always lead in a combat-oriented way, where a chain of mistakes can end in coffins with the Spanish flag. In the civilian environment, a chain of bad decisions can lead to redundancies, which also profoundly affect people's lives.
I think of the pandemic, for example, and I see that decisions by health workers were just as critical as those made in operational areas. Both leaderships are getting closer and closer, which is why it is so necessary that we get to know each other better and learn from each other.

Is the Spanish business fabric ready for leadership based on trust?
I think it is making progress. You see it mostly in small teams, managers, middle management. But it needs to grow at the organisational level. A culture of trust is key to delegate, innovate and adapt. As we say in the army, first an alignment with the mission and then giving permission to decide and act, without permission.

How do you make decisions in today's uncertain environment?
In the 20th century we had time to search for the perfect decision. Today we do not. We must decide with opportunity, even if it is not the perfect decision. Intuition now plays a fundamental role when you don't have that time, and it is fed by experience, by having hit and missed and, consequently, learned. Intuition is thinking without thinking, I would say.

What is the place of delegation in this leadership model?
To delegate is to trust. It is to give responsibility, to create ownership, to unleash the potential of teams. Micromanagement only makes sense in very few and specific cases. Each person must make decisions within his or her responsibility. They will not be identical to yours, but they will be good enough and they will arrive on time.

And what advice would you give to someone who has just taken over their first team?
Don't be afraid to make mistakes. That he has the support of his boss. Listen to your people. Who dares to show vulnerability. A leader who asks "how can I help you?" is taking a huge step towards trust. And that trust is everything.

Lucía Casanueva -- The (Good) Reputation

Our managing partner Lucia Casanueva analyses in her article published in El Confidencial, the importance of an intangible asset of enormous value: the (good) reputation. "The success or failure of a business, institutional or political project will increasingly depend on the importance given to communication".

...

Manuel de la Rocha Vázquez: "Spain has become an enormously attractive country for investment".

The Secretary of State and Director of the Office of Economic Affairs and G20 in the Presidency of the Government has analysed the outlook for the Spanish and international economy for the year 2025 in a new session of PROA Comunicación's Current Affairs Dialogues, before a large group of participants....

PROA Comunicación joins the Association of Communication Consultancy Firms

PROA Comunicación has joined the Asociación de Consultoras de Comunicación (ADC), which represents the sector and is a meeting point for the main public relations and communication consultancy firms in Spain. Ludi García, president of ADC, expressed her satisfaction at welcoming the new associate company: "More and more companies are joining the...

PROA Comunicación organises a new 'Diálogos de Actualidad' meeting with Emma Marín

The insurance sector is probably one of the sectors that makes the greatest efforts to communicate its activity, because it affects society as a whole, both companies and individuals. Even so, since its beginnings, it has carried with it prejudices and negative connotations against which the communication departments of the companies are fighting...

VINCI Energies Spain chooses PROA Comunicación as its strategic communications partner

The PROA Comunicación team and the VINCI Energies Spain team work with the aim of positioning and consolidating the organisation and its brands (Omexom Spain, Actemium Spain and Axians Spain) as benchmark players in each of the sectors in which they operate, as well as increasing their presence in the...

PROA Comunicación reinforces its digital identity with a new, more accessible and innovative website

The strategic communication and public affairs consultancy takes a step forward in its evolution and offers a digital experience that reflects its personality and facilitates access to its services PROA Comunicación, a consultancy specialising in strategic communication and corporate reputation and public affairs, presents its new website as a...

More conversations, more ideas, more PROA.
Follow us on our networks.

Receive ideas with criteria

Every week we share reflections, trends and the key aspects of about reputation, strategic communication, public affairs and innovation. Content designed for professionals who value information with diligence and perspective.