Jorge Martínez, CFO Mexico, SunOpta
Even though profitable companies are created to generate economic gains through a clear strategy that implies good margins, productivity, efficiency, reduction of wastes, control of expenses, clear processes, appropriate equipment, high technology and so on, their future depends on the people who composes the organization, on how they act, how they perform, how they respond to their obligations, how they interact with each other, their habits and attitudes, which is the result of the values they are convinced to live and have decided to adopt as part of their personality.
On the other hand, the values that an individual has incorporated in his personality, which lead and guide his daily activities, is the result of a personal decision (conscious or unconscious) to adopt them during his life-long process of informal and formal education. Values are cultivated, they cannot be imposed or forced to the others; values must be freely adopted, as the result of the favorable perception and the willingness to embrace and incorporate them in their lives. This value’s adoption is a never-ending process which is influenced by the education, the society, the environment, the example of the leaders, the media and everything which we are in contact with
