The future begins today, as a phrase could rightly be described as trite. However, it reflects a powerful truth that I do not recommend ignoring (it can be very expensive!). That’s right, the future will be nothing more or less than the result of the decisions we make now. Today is an inevitable result of what was done, decided or thought yesterday.
This is why it is good to regularly ask ourselves a question: what decisions must I make today to be among the winners tomorrow? We do not want the “no way!” that regrets an unexpected result, such as Nicaragua’s disqualification from the World Cup!
Having completed 25 years since Consumer (Tribu DDB’s first name) was recognized as an advertising agency, I celebrate today the many decisions we have made. The successes and failures, how much we have laughed at ourselves, at our mistakes and blunders, at our greatest ridicule and even at our tears, because they have all been in the midst of passion, commitment and the fight against everything that the word fierce can mean.
Here we are without having arrived anywhere, but firm in the direction we have set our sailboat on the voyage through life. So we celebrate the wrong assumptions and assumptions that later proved to be valid. Everything we have done has us here and not there, focused on doing anything but more of the same.
Looking ahead to the next 25 years, of course, the future begins today with an air of change that we must take advantage of. The legacy we have received compels us to stand on the shoulders of our heroes, to build on them and far surpass them. From Bernbach and Jobs to Isherwood and Droga, today we look to the future with optimism because it depends on us, the tribes we build and the Higher Self that many of us call God.
It is no coincidence that we faithfully share core values with BAC, for example, one of our longest-standing customers. As with all our customers and business partners, they make all the difference in the world. The effect of loyalty is positive, which is why it is better to stay focused on relationships rather than transactions.
As we begin a time of celebration for these 25 years of Tribu, with this note I mark in my blog an important date that we lived last January 31. In what follows we will have the opportunity to share successes, but even more the failures that have taught us so much. It is not in vain that we think we have learned so much from those failures, that we are prepared to commit a few more.
Reflected by the circumstances and ignited by the challenges and opportunities, today we are bowing in reverence to give heartfelt thanks. So thank you, thank you and more thank you, along with our commitment to continue together to make the world a better place through business, ideas and advertising.
Cheers!