Intel

Intel to invest $6 billion in Israel?

ⓘ This post has been automatically translated from Spanish using DeepL API.

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A few days ago I heard an opinion that left me cold: Intel’s exit was completely inevitable. Really? And why Israel, being outside the Asian production zone and despite being a country with high costs in general, is the chosen destination for an investment of 6 billion dollars? (1) What do they have that we don’t have? I guess the answer is a lot, although I am not going to comment on Israel or Intel today.

What I do want to comment on with indignation, perplexity and stupefaction, is the passivity, myopia and excess of justifications in which we spend our time in the country. I understand that Israel is going to contribute more than $500 million for the new plant, while here we could not even compete with the cost of electricity. We lost thousands of jobs and in a while Israel will gain them.

In the advertising agency we know that customer service is about managing expectations, and satisfaction is achieved when they are met. Then delight in a business relationship is achieved when the client sees their expectations exceeded, which usually leads to long-lasting relationships. So, who in authority in Costa Rica was in charge of Intel customer satisfaction? And please, before any more regrets: who is in charge today of serving HP, Procter Gamble or Bridgestone, to name three? Are there more “unavoidable” outlets in the same state of neglect? And the obligatory question: are we correcting to regain competitiveness?

The news that appears about Intel’s investment in Israel should not be wrapped in sugar. I ask the responsible authorities not to inject more anesthesia to avoid the pain, because this is not the way to learn. You cannot cover the sun with a finger. No more atolillo please.

The pinch, bite, blow or zapatazo Intel, whatever you want to call it, should serve to awaken us to a new order and state of action, to another attitude and certainly towards a culture of entrepreneurship, competition and collaboration. The Costa Rican company, the agency or the national cooperative, is a company that needs to get out of the pure life and the quiet everything that stagnates us.

The culture of a country does matter and has everything to do with the prosperity of a nation. That is what I wrote a note about and I wish you had enough time for the Values that Propitiate Prosperity. In short, we will have to build roads, ports and schools, hospitals, bridges and security, as well as a new mentality. However, much needs to be done now and it is time for speed with responsibility.

Let us move from words to deeds. I recommend a route, first personal and then national: dream, think, do and celebrate. Competitiveness starts with you. I understand that Argentina is not a good example for today, but I remembered a beautiful commercial that can leave us with our children in mind, because we have an inescapable obligation to leave them a better Costa Rica, full of opportunities and a great future as well.

My name is Jorge, I am a publicist, this is just my blog and I am a Costa Rican at heart.

So far for today.

ⓘ This post has been automatically translated from Spanish using DeepL API.

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