Le monde du XXIe siècle est une ère de forte compétitivité, une ère d'exigences colossales qui ne fait aucune concession aux faibles et aux médiocres. Toute chose recèle grandeur et profondeur, mais cette grandeur et cette profondeur doivent être construites intentionnellement et individuellement, à l'image d'un édifice. La marque de la grandeur qui réside en chaque personne considérée comme une figure importante de la société est celle du service. Servez les autres et ils vous le rendront, car votre richesse et votre ascension sociale proviendront toujours des relations humaines. Le concept de service est au cœur de la qualité des dirigeants et des hommes d'affaires qui réussissent et laissent une empreinte durable. Contrairement à la vision traditionnelle du leadership fondée sur le pouvoir, le contrôle ou la domination, le leadership par le service valorise l'humilité, l'écoute et le bien-être de ceux que l'on dirige ou influence. Les hommes d'affaires sont riches et prospères simplement parce qu'ils servent les autres ; ainsi, quiconque aspire au sommet de la prospérité devrait se pencher sur la vallée boueuse et polluée du service.

It is a great good to be at the service of others. Is he still a servant or has he become a slave? The link is so close that it could lead to confusion; but one thing is certain and it's no longer a secret: Dr Raoul Ruben is a man devoted to a cause, that of building and consolidating Academy Twenty One, the great organisation of which he is at the helm. His most cherished dream is to see every member of this organisation reach their full potential, living happily and fulfilled lives by achieving financial freedom and freedom of time. Away from his family and fleeting, pointless distractions, he has nurtured the ambition to be at the heart of the growth of every member of this organisation. He has made this wish a battle horse, a priesthood, and he carries this mission proudly. Continuing the journey of his second world tour, on November 9th he led an explosive A21 ORIENTATION where he focused on the qualities of a 21st century leader and businessman. And as the main quality of this category of person is service, we were able to draw some key lessons from this value.

1- Serve to inspire and motivate

A good leader doesn't just give orders; he inspires and motivates his team. Service, in this sense, implies a sincere commitment to the good of those who follow. By being helpful and available, the leader becomes a source of inspiration, inspiring admiration and loyalty. Servant leaders are often mentors to their teams. Rather than positioning themselves as authoritarian figures, they share their knowledge and experience, creating an environment where everyone is encouraged to grow and learn. This quality helps to build an organisational culture based on trust, collaboration and commitment. Inspiration and motivation through service encourage people to be an example and a model of what they can teach. It's a question of adhering to a philosophy known as dictatorship by excellence. In this case, the leader never says ‘Do’, but rather ‘Let's do’. This gesture shows that others are not just pawns, but important and useful parts of the community and the organisation, because each person's skills are valued and recognised in their own right.

2- Active Listening: Proof of Service

The ability to listen actively is a fundamental characteristic of a helpful leader. Rather than imposing their ideas, leaders listen to their team's concerns, ideas and aspirations. This active listening shows that the leader is invested in the well-being of each member, fostering an environment where individuals feel valued and respected. In the business world, this quality also enables a better understanding of customers' expectations and needs. By taking the time to listen, business people can create better-tailored products and services, and deliver a customer experience that exceeds expectations. In today's noisy world, listening is a rare skill for many people, which is why it must be cultivated if we are to create tailored offerings and stand up to the competition.

3- Responsibility and integrity

A helpful leader does not seek to shirk responsibility. They take responsibility for their decisions and mistakes, setting an example through their integrity. This transparency builds trust, both with the team and with business partners. By showing responsibility, the leader inspires others to act with the same level of integrity. Business people and entrepreneurs who serve with integrity are able to build solid relationships with their customers, investors and partners. This creates a reputation for reliability, an essential asset in a world where credibility is often difficult to establish. In the business world, responsibility goes hand in hand with integrity. These are inseparable values, and anyone wishing to pursue a career in any activity should wear them like a pendant. 

4- Creating value for others

Service, in the context of leadership and business, also means constantly seeking to create value for others. Whether for employees, customers or the community, the helpful leader asks himself how he can make things better for the people he touches. In business, this quality translates into a customer-centric approach. Leaders and entrepreneurs who focus on delivering value rather than short-term profit build more sustainable and respected businesses. The reputation of a company or organisation is not so much defined by the quality of its products or services, but rather by its value proposition, which is often based on the history of that organisation. This is the case with the major brands that have established themselves in the world over time, from a modest history to become iconic brands represented by top sportsmen and women and influential people from all walks of life, and have thereby commanded the respect of other companies. But far from this respect, these great brands are a source of inspiration and greatness for others.                                          

5- Humility and Questioning

Leaders and businessmen who have the quality of service know how to show humility. They don't hesitate to question their own decisions and admit their mistakes. This humility strengthens their credibility and enables them to stay in touch with the reality of their teams and customers. A humble leader is more open to feedback and adapts more easily to change. In a constantly changing environment, this ability to adapt is invaluable, as it enables strategies to be adjusted in line with real needs. Humility is not the absence of greatness or modesty; on the contrary, it's proof that we are aware of our own potential, but we accept that other people's opinions count too. One of the characteristics of leaders is that they know how to recognise that they don't have all the answers, which is why they are masters in the art of consultation, which saves them time and energy. Because in business, the only resource you can't play around with is time.

6- Encourage and help others to grow

Service leadership also means giving others the means to develop and flourish. A helpful leader takes initiatives to offer growth opportunities to his or her team, investing in their personal and professional development. For business people, this approach helps to attract and retain talent. When employees feel supported and have the opportunity to progress, they are more motivated and more committed to their work. In an organisation, the leader's real challenge is one of duplication. How do you reproduce models of success and impact in your own image? How do you instil in as many people as possible the same tenacity and fearlessness that drive your ambitions and direction? This is the enigma that Dr Raoul Ruben has promised himself to solve before he can hope to rest.

7- Long-term vision and the common good

Les leaders serviteurs comprennent l'importance d'une vision à long terme. Ils cherchent à bâtir des entreprises et des projets ayant un impact positif durable, non seulement pour eux-mêmes, mais aussi pour leur équipe, leurs clients et la société en général. Un dirigeant ou un entrepreneur soucieux du bien commun évite de prendre des décisions générant un profit immédiat mais nuisant à l'avenir de l'entreprise ou à la satisfaction des employés et des clients. Cette vision à long terme rend ces dirigeants et entrepreneurs plus résilients face aux défis. L'idée de leur projection dans l'avenir est souvent perçue comme de la folie. Repoussant sans cesse leurs limites, travaillant constamment pour l'avenir, à la recherche de nouveaux marchés ou de nouveaux défis, les leaders visionnaires ont la capacité de vivre plus de quatre décennies avant l'âge moyen. Et la seule chose qui puisse les propulser aussi loin est leur volonté de servir.
Le service est une qualité essentielle pour tout dirigeant ou entrepreneur souhaitant exercer une influence positive et durable. En inspirant, en écoutant et en créant de la valeur pour les autres, ces leaders redéfinissent le succès comme une mission au service d'autrui. Dans ce contexte, le service n'est pas une faiblesse, mais une force puissante qui construit des organisations et des relations solides et harmonieuses. Ce sont ces mots qui ont brossé le tableau du discours prononcé aujourd'hui par le Dr Raoul Ruben à Lomé, au Togo : des mots empreints de sens et de sagesse, capables de toucher chacun dans cette salle. En leader exemplaire qu'il est, il a partagé la tribune avec de nombreux autres responsables et jeunes de cette organisation, afin qu'ils puissent partager leurs expériences avec l'auditoire, dans le but de l'inspirer et de l'encourager à suivre leur exemple. Ce fut un moment d'euphorie, empreint, comme toujours, d'une atmosphère unique. Le Dr Raoul est donc un acteur du changement et un modèle de réussite pour des milliers de personnes, et l'aventure est loin d'être terminée : le voyage ne fait que commencer.