The world of the 21st century is a highly competitive era, an era of enormous demands which makes no concessions for the weak and mediocre. There is greatness and depth in everything, but this greatness and depth must be built intentionally and individually like an edifice. The mark of greatness that lies in every person who is considered an important figure in society is the mark of service. Serve humans and they will serve you back, because your wealth and your elevation will always come from humans. The concept of service is at the heart of the quality of successful leaders and businesspeople who leave a lasting print. Unlike the traditional vision of leadership based on power, control or domination, service-based leadership values humility, listening and the well-being of those you lead or influence. Business people are rich and successful simply because they serve people; and so anyone who aspires or covets the mountain top of prosperity should look into the muddy, filthy valley of 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
Servant leaders understand the importance of a long-term vision. They seek to build businesses and projects that have a lasting positive impact, not only for themselves, but also for their team, their customers and society in general. A leader or business person focused on the common good avoids making decisions that generate immediate profit but harm the company's long-term future or the satisfaction of employees and customers.This long-term vision makes these leaders and entrepreneurs more resilient in the face of challenges. The idea of their projection into the future is often considered madness. Always pushing their limits, constantly working for the future, looking for new markets or new challenges, visionary leaders have the capacity to live more than 4 decades before their normal age. And the only thing that can propel them so far is their willingness to serve.
Service is an essential quality for any leader or businessman wishing to exert a positive and lasting influence. By inspiring, listening and creating value for others, these leaders redefine success as a mission to serve others. Service, in this context, is not a weakness but a powerful force that builds strong, harmonious organisations and relationships. These were the words that painted the picture of Dr Raoul Ruben's speech today in Lomé, Togo, words full of meaning and wisdom, capable of challenging anyone in this room. Like the exemplary leader that he is, he shared his podium with many other leaders and young people from this organisation, so that they could share their experiences with the audience, with a view to inspiring them and encouraging them to do the same. It was a euphoric moment, tinged with a unique atmosphere as has always been the case. Dr Raoul is therefore an agent of change and an example of success for thousands of people, and the adventure has no intention of stopping there - the journey has only just begun.