0:00:06.080,0:00:08.090
What a titanic task it is

0:00:08.090,0:00:10.597
to interview[br]a professional in communication,

0:00:10.760,0:00:14.734
a seasoned journalist[br]who has also won the most awards in Spain.

0:00:15.120,0:00:16.715
But, we'll try our best.

0:00:16.715,0:00:19.102
You'll see it here, on Talent Talks.

0:00:26.927,0:00:29.411
We have with us Juanma Romero,

0:00:29.411,0:00:33.174
director of the radio program <i>Emprende</i>[br]on the <i>Canal 24 Horas</i> of <i>Radio Española</i>.

0:00:33.360,0:00:34.811
Hello Juanma! How are you?

0:00:34.920,0:00:37.030
I'm happy to be here, Miguel Ángel.

0:00:37.160,0:00:38.383
Super happy!

0:00:38.446,0:00:41.211
It's wonderful[br]to have you here with us on Talent Talks

0:00:41.211,0:00:45.880
and that you can tell us a bit[br]about your broad and award-winning career.

0:00:46.280,0:00:48.473
The first question I wanted to ask you is:

0:00:48.506,0:00:49.691
What would you highlight

0:00:49.691,0:00:52.529
or what are the main things[br]you've learned from your career,

0:00:52.532,0:00:54.785
which is full of countless successes?

0:00:55.040,0:00:57.490
Well, I've learned that[br]no matter how much you know,

0:00:57.490,0:00:59.145
you can always mess up.

0:01:00.120,0:01:01.350
-Definitely!

0:01:01.680,0:01:03.138
And what else,

0:01:03.138,0:01:06.235
out of everything[br]you've experienced,

0:01:06.920,0:01:09.085
how you've managed different teams,

0:01:09.085,0:01:13.095
or how you've carried out [br]your program for many years now,

0:01:13.280,0:01:16.520
what are the main lessons[br]you've learned that you can share with us?

0:01:17.040,0:01:19.400
You have to be sensible,[br]down-to-earth,

0:01:19.400,0:01:21.605
and lean on others [br]in order to move forward.

0:01:21.605,0:01:23.265
If you want to do something alone,

0:01:23.568,0:01:25.146
in the end, you won't achieve it.

0:01:25.146,0:01:26.880
If you do, you're a rare species.

0:01:26.880,0:01:28.669
What's normal is to not achieve it.

0:01:29.045,0:01:30.460
You need the help of others.

0:01:30.577,0:01:33.776
I always lean on people. [br]I lean on people who are smarter than me,

0:01:33.840,0:01:36.202
which isn't too difficult either!

0:01:36.202,0:01:38.890
I have assistant producers on the program,

0:01:39.212,0:01:42.440
and they have to be better than I am.

0:01:42.440,0:01:45.720
If I'm at this level and they are here,

0:01:45.840,0:01:48.860
I will undoubtedly[br]have a better program.

0:01:48.920,0:01:50.837
If I'm here and they are here,

0:01:50.837,0:01:52.882
my program's rankings[br]will definitely drop.

0:01:53.100,0:01:55.430
In other words,[br]I want them to be better than me.

0:01:55.430,0:01:57.464
Surely.[br]-That's why I have you!

0:01:57.464,0:01:59.525
Of course!

0:01:59.525,0:02:01.687
You took the words right out of my mouth.

0:02:02.415,0:02:08.358
In all of your experience[br]interviewing thousands of entrepreneurs,

0:02:08.800,0:02:12.170
people who are starting their business,[br]people who are very successful,

0:02:12.170,0:02:14.192
people who have tried again and again,

0:02:14.840,0:02:18.570
what do you think is the key to success

0:02:19.160,0:02:21.410
for people who are starting a business

0:02:21.410,0:02:26.240
and who need, above all,[br]to learn how to reach those objectives?

0:02:26.880,0:02:29.720
The first thing is passion[br]and effort, that's for sure,

0:02:29.720,0:02:31.800
but they also need to be prepared.

0:02:31.800,0:02:34.946
Some start and they're fearless,[br]just waiting to see what happens,

0:02:35.400,0:02:38.444
and then they realize[br]that they don't understand finance,

0:02:38.444,0:02:39.962
they don't understand managing,

0:02:39.962,0:02:41.493
they don't know anything.

0:02:42.122,0:02:43.771
They're afraid to sell themselves.

0:02:43.771,0:02:47.258
Some think that[br]selling themselves is not for them.

0:02:48.076,0:02:50.680
They think,[br]"No, that's not nice!"

0:02:50.680,0:02:53.080
I love promoting,[br]and I'm always promoting things.

0:02:53.080,0:02:54.800
Look here, I'm promoting my book.

0:02:54.800,0:02:57.568
You always have to promote[br]and shouldn't be shy at all.

0:02:57.600,0:02:58.620
-Fantastic.

0:02:58.798,0:03:03.420
Thanks to your experience,[br]you've received many prizes.

0:03:03.515,0:03:04.530
How many prizes?

0:03:04.530,0:03:06.792
More than 50, more than 40?[br]-I've won 53 prizes.

0:03:06.792,0:03:07.817
You have 53 prizes,

0:03:07.817,0:03:10.393
and that's why you're[br]the most award-winning journalist

0:03:10.393,0:03:12.101
in Spain, which is well-deserved.

0:03:12.281,0:03:15.252
I hope it is. Some might say it's not.[br]-I think it is!

0:03:15.432,0:03:19.981
You're also someone[br]we can learn many things from

0:03:19.981,0:03:25.386
because you're also[br]a mentor and a teacher, right?

0:03:26.000,0:03:28.607
Yes, what I teach most of all…

0:03:28.607,0:03:29.919
I don't teach too much.

0:03:29.919,0:03:33.345
I mean, what I teach[br]is a quite limited subject

0:03:33.345,0:03:36.280
because there are people [br]who teach you absolutely everything.

0:03:36.280,0:03:37.378
There are people who…

0:03:37.378,0:03:40.102
Have you seen those old Western movies?

0:03:40.102,0:03:43.763
There's a salesman[br]with an elixir that can cure baldness,

0:03:43.763,0:03:45.882
a stomachache, an injured leg,

0:03:45.882,0:03:48.936
or if you're missing half a leg,[br]with the elixir it grows back.

0:03:48.936,0:03:51.328
It does everything![br]Well, I don't teach everything.

0:03:51.328,0:03:54.297
I teach communication,[br]soft skills, and not much more.

0:03:54.297,0:03:57.751
I teach people to be visible,

0:03:57.751,0:04:02.073
to be involved in the news industry,[br]and how to be a journalist.

0:04:02.160,0:04:05.040
If you want to be visible,[br]you need to read my book.

0:04:05.040,0:04:08.640
If you want to be invisible,[br]don't even think about buying it,

0:04:08.960,0:04:11.080
because if you do,[br]it will be useless to you.

0:04:12.196,0:04:15.180
We'll talk later[br]about your fantastic book,

0:04:15.180,0:04:17.201
which shares many of your experiences

0:04:17.511,0:04:19.200
as a lecturer and a mentor.

0:04:19.800,0:04:22.719
You've strongly insisted that soft skills

0:04:22.926,0:04:27.551
are much more important[br]than what many people think, haven't you?

0:04:28.040,0:04:29.119
That's right.

0:04:29.119,0:04:30.920
Soft skills are essential

0:04:30.920,0:04:34.146
because even though[br]we're talking about technology nowadays,

0:04:34.146,0:04:38.560
hard skills, and knowing[br]all about computers,

0:04:39.279,0:04:41.680
if you don't know[br]how to interact with your team,

0:04:41.960,0:04:43.538
it won't work.[br]-That's true.

0:04:43.538,0:04:46.779
It doesn't matter[br]if you interact online

0:04:46.790,0:04:50.069
from your computer,[br]with no physical meetings

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or if you interact in an office[br]with many people,

0:04:52.920,0:04:55.793
you need to know[br]how to interact with others

0:04:56.480,0:04:58.870
and how to have[br]a good relationship with your team.

0:04:58.870,0:05:01.540
If not, it won't work out,[br]and they'll end up firing you.

0:05:01.540,0:05:05.080
Of course. In fact,[br]a little birdy told us

0:05:05.560,0:05:09.893
that many of your lectures [br]and mentorships are very dynamic,

0:05:09.893,0:05:11.720
reflecting your own personal style,

0:05:12.000,0:05:14.650
and that you're[br]more used to using direct language

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so people can understand[br]and learn at the same time.

0:05:17.760,0:05:19.824
That's right.[br]When I give a lecture,

0:05:20.912,0:05:22.846
the person there is Juanma Romero

0:05:22.846,0:05:25.160
and everything that I am.[br]-The very one.

0:05:25.160,0:05:28.500
If I have to talk about my wife[br]and my children, I'll talk about them.

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If I have to talk about things[br]that have happened to me, I'll do it,

0:05:31.710,0:05:34.600
because that way[br]I can show people the truth,

0:05:35.160,0:05:36.950
the things that have happened to me,

0:05:36.950,0:05:40.019
how they've happened,[br]and how I've solved them.

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If I've experienced any failures, [br]and I've had many,

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I share them, too.

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Then I share[br]how I dealt with that situation.

0:05:46.680,0:05:49.764
In fact, I have a lecture[br]with my ten books,

0:05:49.764,0:05:51.402
the eleventh book isn't there yet.

0:05:51.449,0:05:53.480
In each book there's a failure.

0:05:53.720,0:05:56.462
I share the failure that's in the book

0:05:56.462,0:05:59.140
and how I overcame it.

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That's so interesting.

0:06:01.412,0:06:02.960
Speaking about those books,

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you're now in[br]the middle of your book promotion

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for your latest book <i>Hazte visible</i>.

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This book is a compilation[br]of everything you've achieved

0:06:15.336,0:06:17.670
in the communication field[br]and how to be visible.

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In fact, you've conducted[br]more than 1,000 or 2,000 radio interviews

0:06:22.285,0:06:23.640
in a very short time.

0:06:23.904,0:06:27.945
I've conducted more than 1,000 individual[br]radio interviews in two years.

0:06:27.960,0:06:30.970
There are people that believe me[br]and there are people who don't.

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I believe you.[br]-You better! I have a stick here

0:06:33.181,0:06:35.278
to hit you with if you say you don't.

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It's true, yes.

0:06:37.031,0:06:38.995
One time, I had 20 interviews in one day.

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That day, I couldn't ride my motorcycle.

0:06:40.967,0:06:43.130
I mostly move around[br]the city on a motorcycle.

0:06:43.130,0:06:46.680
I had to take the car[br]because every time they called me,

0:06:46.680,0:06:47.726
I had to stop.

0:06:47.726,0:06:50.780
Organizing 20 interviews in a day[br]was impossible to manage.

0:06:51.027,0:06:54.000
It was only possible[br]with the communication strategy

0:06:54.200,0:06:55.598
that I explain in the book.

0:06:55.598,0:06:57.154
I didn't keep it a secret.

0:06:57.440,0:06:59.527
The thing is,[br]it's not only about strategy.

0:06:59.527,0:07:01.390
You also have to work, work, work.

0:07:01.390,0:07:04.897
This doesn't just happen by saying,[br]"Juanma Romero explained this to me."

0:07:04.897,0:07:07.800
When I give a lecture,[br]I teach them absolutely everything

0:07:07.800,0:07:08.835
and how to do it.

0:07:08.835,0:07:11.494
However, you have to work.

0:07:11.494,0:07:12.668
A few days ago,

0:07:13.200,0:07:16.200
I was giving a lecture[br]to a company. I told them,

0:07:16.440,0:07:19.142
"This is great. You know how to do it,

0:07:19.142,0:07:21.240
but now you have to actually do it."

0:07:21.240,0:07:24.180
It doesn't count if you just say,[br]"Juanma told me to do this."

0:07:24.180,0:07:25.750
Now you have to do it.[br]-Of course.

0:07:25.750,0:07:27.610
I actually wanted[br]to ask you about this.

0:07:27.610,0:07:29.760
I don't want to take up[br]too much of your time.

0:07:29.760,0:07:34.240
You've advised many companies,

0:07:34.520,0:07:37.381
from multinationals[br]to small businesses and entrepreneurs.

0:07:37.671,0:07:39.041
What do they often do wrong?

0:07:39.120,0:07:41.830
What do they tend[br]to not keep in mind

0:07:41.830,0:07:44.524
to ensure communication is a success

0:07:44.524,0:07:46.889
or at least to reach[br]the objectives they have set?

0:07:47.280,0:07:49.300
They don't think[br]about ordinary people.

0:07:49.300,0:07:50.605
They're in their own bubble

0:07:50.605,0:07:52.840
and they don't think[br]about the people out there.

0:07:52.840,0:07:55.543
The other day,[br]I had a session in a company,

0:07:55.543,0:07:56.986
it doesn't matter which one.

0:07:57.806,0:08:00.348
They were adept on social media[br]and WhatsApp,

0:08:00.650,0:08:03.602
but it didn't occur to them[br]to get coffee with a journalist.

0:08:04.080,0:08:06.200
"Coffee with a journalist?"

0:08:06.200,0:08:10.036
But if you're in your city,[br]go have a coffee with them.

0:08:10.036,0:08:11.120
Interact with them.

0:08:11.120,0:08:13.953
If the journalist doesn't want to,[br]obviously don't do it,

0:08:13.953,0:08:14.964
but if they want to…

0:08:14.964,0:08:16.831
You're not bothering them[br]by seeing them

0:08:16.831,0:08:18.280
and telling them what you do.

0:08:18.280,0:08:21.188
They can't have 200 coffees[br]every day, of course,

0:08:21.352,0:08:24.326
but you can suggest it.[br]If they're not interested, that's that.

0:08:24.326,0:08:26.400
If they are,[br]you maintain that relationship.

0:08:26.400,0:08:30.280
Well, getting coffee with a journalist[br]was something they didn't even consider.

0:08:30.280,0:08:33.096
They didn't send[br]the right email to the journalist either.

0:08:33.096,0:08:34.683
They would send an email and say,

0:08:34.683,0:08:38.196
"I've attached the press release"[br]or "Here's my company's report."

0:08:38.196,0:08:39.573
A 200 page report.

0:08:39.600,0:08:40.650
And I would tell them,

0:08:40.650,0:08:41.994
"That's foolish!

0:08:41.994,0:08:44.680
How is a journalist[br]going to read 200 pages

0:08:44.680,0:08:46.837
about your company?[br]Do you think they care?"

0:08:46.880,0:08:48.579
First, they have to open the email.

0:08:48.579,0:08:51.706
They probably won't even open[br]the attached PDF.

0:08:51.906,0:08:53.922
Then, they have to read it.

0:08:54.248,0:08:56.511
Honestly, if I saw it was 200 pages long,

0:08:56.619,0:08:58.779
I wouldn't read it either.[br]-You and me both.

0:08:59.226,0:09:02.226
You have to explain[br]these things that they don't consider,

0:09:02.226,0:09:05.027
but this happens to some[br]communication agencies,

0:09:05.027,0:09:07.326
and they're supposed to know[br]about these things.

0:09:07.438,0:09:10.480
These are huge mistakes,[br]and there's no time for that, of course.

0:09:10.480,0:09:13.720
I receive about 200 emails a day.

0:09:13.960,0:09:16.908
If I had to read and answer each email,

0:09:16.908,0:09:19.509
it would take me [br]at least three minutes per email.

0:09:19.509,0:09:22.320
In other words,[br]six hours of my life each day.

0:09:23.280,0:09:24.868
I wouldn't have any time to work.

0:09:24.868,0:09:27.839
My bosses would ask me,[br]"When are you going to do the program?"

0:09:28.040,0:09:29.302
Without a doubt.

0:09:29.302,0:09:31.330
To wrap things up,

0:09:31.330,0:09:34.402
one of your latest milestones is writing

0:09:34.402,0:09:38.009
Amazon's number one[br]best-selling book with <i>Hazte visible</i>.

0:09:39.000,0:09:40.680
I know you won't share it with us,

0:09:40.680,0:09:44.117
but could you tell us about[br]some of the main aspects of the strategy

0:09:44.117,0:09:45.712
that's made your book number one?

0:09:45.712,0:09:47.960
I'm sure you'll be number one[br]again, by the way.

0:09:47.960,0:09:50.592
Well, we've been number one on Amazon…

0:09:50.592,0:09:52.438
I said "We" and I'll tell you why.

0:09:52.910,0:09:55.122
It's been a 12-hour campaign.

0:09:55.122,0:09:57.257
It hasn't been short.

0:09:58.170,0:09:59.811
It's been a 12-hour campaign

0:10:00.054,0:10:01.617
and three months of preparation.

0:10:01.920,0:10:03.053
I said "We"

0:10:03.053,0:10:07.532
because I led the campaign[br]with the help of others, including you.

0:10:07.680,0:10:10.580
There are people who might say[br]they did it all by themselves.

0:10:10.580,0:10:11.696
That's not my case.

0:10:11.880,0:10:15.264
In my case, I always have help[br]and I always ask for help, too.

0:10:15.840,0:10:17.607
All that we've achieved…

0:10:17.724,0:10:19.344
In the book <i>Hazte visible</i>,

0:10:19.800,0:10:24.720
there's a QR code as a gift[br]for those who buy the book,

0:10:24.960,0:10:29.061
which takes you to a site[br]where we explain how we made the book.

0:10:29.400,0:10:34.003
Of course, this can't be in the book[br]because the book has already been printed.

0:10:34.380,0:10:37.020
But what's in the QR code

0:10:37.631,0:10:42.475
will be written up until two days[br]before the book is released,

0:10:42.797,0:10:44.880
and then[br]it will be uploaded on the site.

0:10:45.000,0:10:47.727
By the way,[br]you're the one who'll upload it.

0:10:47.727,0:10:50.070
Thank you so much[br]for giving me more tasks to do.

0:10:50.360,0:10:53.004
That's so interesting![br]-Sorry.

0:10:53.120,0:10:54.116
In that QR code,

0:10:54.116,0:10:56.748
we'll share the strategy[br]we followed and the key words

0:10:56.748,0:11:00.160
that made Amazon[br]place us in a good position,

0:11:00.160,0:11:03.080
and how we made sure[br]those key words

0:11:03.150,0:11:05.930
were aligned with the people[br]who want to use our services.

0:11:05.930,0:11:07.728
All of the information will be there:

0:11:07.728,0:11:09.064
how it was promoted online,

0:11:09.064,0:11:13.611
how it was promoted[br]on communication channels,

0:11:13.611,0:11:18.413
with friends, with colleagues,[br]with enemies, with our daily emails, etc.

0:11:18.480,0:11:21.919
There's going to be a strategy[br]that we'll also make into a lecture later,

0:11:21.919,0:11:24.000
because all of this has to be profitable.

0:11:24.000,0:11:25.121
Of course.

0:11:25.121,0:11:27.672
Everything you're sharing [br]is so interesting.

0:11:27.672,0:11:29.742
It's certainly a wonderful project,

0:11:29.831,0:11:31.896
just like many projects[br]you've carried out.

0:11:32.000,0:11:35.142
I'm convinced it will be a great success

0:11:35.945,0:11:37.909
for professionals[br]to be visible, to learn,

0:11:37.909,0:11:39.127
and to continue learning,

0:11:39.127,0:11:41.560
this time with the help[br]of communication strategies

0:11:41.880,0:11:44.130
from the most award-winning[br]journalist in Spain,

0:11:44.130,0:11:46.144
which we hope continues for many years.

0:11:46.440,0:11:47.582
We hope it does!

0:11:47.760,0:11:50.339
-We sure do![br]-I hope they buy the book, <i>Hazte visible</i>.

0:11:50.339,0:11:51.384
Of course, that too!

0:11:51.384,0:11:53.392
It's been a pleasure[br]to have Juanma Romero,

0:11:53.392,0:11:55.260
director of the radio program <i>Emprende</i>

0:11:55.260,0:11:57.780
on the <i>Canal 24 Horas</i>[br]of <i>Radio y Televisión Española</i>.

0:11:57.780,0:11:59.780
I tried my best[br]to be up to your standards.

0:11:59.780,0:12:01.940
-We're done already?[br]-Yes, we're done already.

0:12:01.940,0:12:05.649
Well, it went by super quick![br]You've completely surpassed my standards!

0:12:05.960,0:12:08.187
I wish I could speak as good as you do.

0:12:08.240,0:12:09.300
No, no.

0:12:09.300,0:12:10.863
You just think highly of me!

0:12:11.120,0:12:13.674
Thanks for coming to Talent Talks, Juanma.[br]-Thank you.

0:12:15.360,0:12:18.570
Now you've seen[br]why he's the most award-winning journalist

0:12:18.570,0:12:19.701
in Spain.

0:12:19.701,0:12:21.627
He also has fantastic initiatives

0:12:22.012,0:12:24.296
that keep us learning and improving.

0:12:24.360,0:12:26.719
He shared all this [br]with the experience, kindness,

0:12:26.719,0:12:29.475
and friendliness of someone[br]who doesn't give up

0:12:29.475,0:12:31.253
and who doesn't want you to either.

0:12:31.360,0:12:33.175
It happened here, on Talent Talks.