With more than 20 years of experience supporting managers, at UIC Barcelona Alcázar offered a reflection on how leaders can positively impact their organisations and society. Invited by the Chair in Management by Missions and Corporate Purpose, Alcázar stressed during his speech that in a context of over-information, the real challenge for managers is to inform and communicate well. To do this, he proposes a model based on five key concepts. Correct valuable information must have: Synthesis, Knowledge, Significance, Service and be for Society. 

"To communicate well is to convey something that complies with these five key points: Synthesis, because we must summarise knowledge in a clear and concise way; Significant, because information must have a relevant impact; Knowledge, because it must be based on knowledge and experience; Service, because it must be at the service of society; and Society, because it must contribute to the collective well-being", explained Alcázar.

Alcázar used an analogy to compare a manager to a Formula 1 driver. The guest explained that, like a F1 driver, a leader needs knowledge, power and the will to make quick and effective decisions in a dynamic and competitive environment. "A Formula 1 driver must not only know the circuit and know how to make decisions in a thousandth of a second, but also understand the vehicle he is driving. Similarly, a manager must understand the meaningful synthesis of knowledge between an individual and a company in order to lead successfully," he said.

The Breakfast Chair provides a space for the business and academic world to come together with the aim of generating discussion on issues related to purpose and management by missions. The UIC Barcelona Chair in Management by Missions and Corporate Purpose  was created in 2012, on the initiative of the UIC Barcelona Faculty of Economic and Social Sciences thanks to the cooperation DPMC España, with Carlos Rey as founder and director and Miquel Bastons as associate director.