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What a titanic task it is
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to interview
a professional in communication,
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a seasoned journalist
who has also won the most awards in Spain.
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But, we'll try our best.
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You'll see it here, on Talent Talks.
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We have with us Juanma Romero,
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director of the radio program Emprende
on the Canal 24 Horas of Radio Española.
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Hello Juanma! How are you?
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I'm happy to be here, Miguel Ángel.
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Super happy!
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It's wonderful
to have you here with us on Talent Talks
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and that you can tell us a bit
about your broad and award-winning career.
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The first question I wanted to ask you is:
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What would you highlight
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or what are the main things
you've learned from your career,
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which is full of countless successes?
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Well, I've learned that
no matter how much you know,
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you can always mess up.
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-Definitely!
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And what else,
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out of everything
you've experienced,
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how you've managed different teams,
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or how you've carried out
your program for many years now,
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what are the main lessons
you've learned that you can share with us?
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You have to be sensible,
down-to-earth,
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and lean on others
in order to move forward.
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If you want to do something alone,
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in the end, you won't achieve it.
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If you do, you're a rare species.
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What's normal is to not achieve it.
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You need the help of others.
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I always lean on people.
I lean on people who are smarter than me,
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which isn't too difficult either!
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I have assistant producers on the program,
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and they have to be better than I am.
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If I'm at this level and they are here,
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I will undoubtedly
have a better program.
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If I'm here and they are here,
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my program's rankings
will definitely drop.
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In other words,
I want them to be better than me.
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Surely.
-That's why I have you!
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Of course!
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You took the words right out of my mouth.
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In all of your experience
interviewing thousands of entrepreneurs,
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people who are starting their business,
people who are very successful,
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people who have tried again and again,
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what do you think is the key to success
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for people who are starting a business
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and who need, above all,
to learn how to reach those objectives?
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The first thing is passion
and effort, that's for sure,
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but they also need to be prepared.
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Some start and they're fearless,
just waiting to see what happens,
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and then they realize
that they don't understand finance,
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they don't understand managing,
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they don't know anything.
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They're afraid to sell themselves.
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Some think that
selling themselves is not for them.
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They think,
"No, that's not nice!"
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I love promoting,
and I'm always promoting things.
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Look here, I'm promoting my book.
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You always have to promote
and shouldn't be shy at all.
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-Fantastic.
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Thanks to your experience,
you've received many prizes.
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How many prizes?
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More than 50, more than 40?
-I've won 53 prizes.
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You have 53 prizes,
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and that's why you're
the most award-winning journalist
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in Spain, which is well-deserved.
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I hope it is. Some might say it's not.
-I think it is!
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You're also someone
we can learn many things from
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because you're also
a mentor and a teacher, right?
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Yes, what I teach most of all…
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I don't teach too much.
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I mean, what I teach
is a quite limited subject
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because there are people
who teach you absolutely everything.
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There are people who…
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Have you seen those old Western movies?
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There's a salesman
with an elixir that can cure baldness,
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a stomachache, an injured leg,
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or if you're missing half a leg,
with the elixir it grows back.
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It does everything!
Well, I don't teach everything.
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I teach communication,
soft skills, and not much more.
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I teach people to be visible,
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to be involved in the news industry,
and how to be a journalist.
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If you want to be visible,
you need to read my book.
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If you want to be invisible,
don't even think about buying it,
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because if you do,
it will be useless to you.
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We'll talk later
about your fantastic book,
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which shares many of your experiences
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as a lecturer and a mentor.
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You've strongly insisted that soft skills
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are much more important
than what many people think, haven't you?
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That's right.
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Soft skills are essential
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because even though
we're talking about technology nowadays,
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hard skills, and knowing
all about computers,
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if you don't know
how to interact with your team,
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it won't work.
-That's true.
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It doesn't matter
if you interact online
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from your computer,
with no physical meetings
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or if you interact in an office
with many people,
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you need to know
how to interact with others
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and how to have
a good relationship with your team.
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If not, it won't work out,
and they'll end up firing you.
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Of course. In fact,
a little birdy told us
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that many of your lectures
and mentorships are very dynamic,
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reflecting your own personal style,
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and that you're
more used to using direct language
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so people can understand
and learn at the same time.
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That's right.
When I give a lecture,
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the person there is Juanma Romero
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and everything that I am.
-The very one.
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If I have to talk about my wife
and my children, I'll talk about them.
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If I have to talk about things
that have happened to me, I'll do it,
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because that way
I can show people the truth,
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the things that have happened to me,
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how they've happened,
and how I've solved them.
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If I've experienced any failures,
and I've had many,
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I share them, too.
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Then I share
how I dealt with that situation.
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In fact, I have a lecture
with my ten books,
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the eleventh book isn't there yet.
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In each book there's a failure.
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I share the failure that's in the book
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and how I overcame it.
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That's so interesting.
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Speaking about those books,
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you're now in
the middle of your book promotion
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for your latest book Hazte visible.
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This book is a compilation
of everything you've achieved
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in the communication field
and how to be visible.
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In fact, you've conducted
more than 1,000 or 2,000 radio interviews
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in a very short time.
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I've conducted more than 1,000 individual
radio interviews in two years.
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There are people that believe me
and there are people who don't.
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I believe you.
-You better! I have a stick here
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to hit you with if you say you don't.
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It's true, yes.
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One time, I had 20 interviews in one day.
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That day, I couldn't ride my motorcycle.
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I mostly move around
the city on a motorcycle.
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I had to take the car
because every time they called me,
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I had to stop.
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Organizing 20 interviews in a day
was impossible to manage.
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It was only possible
with the communication strategy
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that I explain in the book.
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I didn't keep it a secret.
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The thing is,
it's not only about strategy.
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You also have to work, work, work.
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This doesn't just happen by saying,
"Juanma Romero explained this to me."
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When I give a lecture,
I teach them absolutely everything
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and how to do it.
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However, you have to work.
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A few days ago,
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I was giving a lecture
to a company. I told them,
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"This is great. You know how to do it,
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but now you have to actually do it."
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It doesn't count if you just say,
"Juanma told me to do this."
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Now you have to do it.
-Of course.
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I actually wanted
to ask you about this.
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I don't want to take up
too much of your time.
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You've advised many companies,
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from multinationals
to small businesses and entrepreneurs.
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What do they often do wrong?
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What do they tend
to not keep in mind
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to ensure communication is a success
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or at least to reach
the objectives they have set?
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They don't think
about ordinary people.
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They're in their own bubble
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and they don't think
about the people out there.
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The other day,
I had a session in a company,
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it doesn't matter which one.
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They were adept on social media
and WhatsApp,
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but it didn't occur to them
to get coffee with a journalist.
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"Coffee with a journalist?"
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But if you're in your city,
go have a coffee with them.
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Interact with them.
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If the journalist doesn't want to,
obviously don't do it,
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but if they want to…
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You're not bothering them
by seeing them
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and telling them what you do.
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They can't have 200 coffees
every day, of course,
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but you can suggest it.
If they're not interested, that's that.
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If they are,
you maintain that relationship.
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Well, getting coffee with a journalist
was something they didn't even consider.
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They didn't send
the right email to the journalist either.
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They would send an email and say,
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"I've attached the press release"
or "Here's my company's report."
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A 200 page report.
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And I would tell them,
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"That's foolish!
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How is a journalist
going to read 200 pages
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about your company?
Do you think they care?"
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First, they have to open the email.
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They probably won't even open
the attached PDF.
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Then, they have to read it.
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Honestly, if I saw it was 200 pages long,
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I wouldn't read it either.
-You and me both.
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You have to explain
these things that they don't consider,
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but this happens to some
communication agencies,
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and they're supposed to know
about these things.
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These are huge mistakes,
and there's no time for that, of course.
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I receive about 200 emails a day.
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If I had to read and answer each email,
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it would take me
at least three minutes per email.
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In other words,
six hours of my life each day.
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I wouldn't have any time to work.
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My bosses would ask me,
"When are you going to do the program?"
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Without a doubt.
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To wrap things up,
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one of your latest milestones is writing
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Amazon's number one
best-selling book with Hazte visible.
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I know you won't share it with us,
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but could you tell us about
some of the main aspects of the strategy
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that's made your book number one?
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I'm sure you'll be number one
again, by the way.
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Well, we've been number one on Amazon…
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I said "We" and I'll tell you why.
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It's been a 12-hour campaign.
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It hasn't been short.
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It's been a 12-hour campaign
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and three months of preparation.
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I said "We"
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because I led the campaign
with the help of others, including you.
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There are people who might say
they did it all by themselves.
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That's not my case.
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In my case, I always have help
and I always ask for help, too.
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All that we've achieved…
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In the book Hazte visible,
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there's a QR code as a gift
for those who buy the book,
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which takes you to a site
where we explain how we made the book.
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Of course, this can't be in the book
because the book has already been printed.
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But what's in the QR code
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will be written up until two days
before the book is released,
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and then
it will be uploaded on the site.
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By the way,
you're the one who'll upload it.
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Thank you so much
for giving me more tasks to do.
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That's so interesting!
-Sorry.
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In that QR code,
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we'll share the strategy
we followed and the key words
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that made Amazon
place us in a good position,
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and how we made sure
those key words
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were aligned with the people
who want to use our services.
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All of the information will be there:
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how it was promoted online,
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how it was promoted
on communication channels,
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with friends, with colleagues,
with enemies, with our daily emails, etc.
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There's going to be a strategy
that we'll also make into a lecture later,
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because all of this has to be profitable.
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Of course.
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Everything you're sharing
is so interesting.
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It's certainly a wonderful project,
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just like many projects
you've carried out.
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I'm convinced it will be a great success
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for professionals
to be visible, to learn,
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and to continue learning,
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this time with the help
of communication strategies
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from the most award-winning
journalist in Spain,
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which we hope continues for many years.
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We hope it does!
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-We sure do!
-I hope they buy the book, Hazte visible.
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Of course, that too!
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It's been a pleasure
to have Juanma Romero,
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director of the radio program Emprende
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on the Canal 24 Horas
of Radio y Televisión Española.
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I tried my best
to be up to your standards.
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-We're done already?
-Yes, we're done already.
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Well, it went by super quick!
You've completely surpassed my standards!
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I wish I could speak as good as you do.
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No, no.
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You just think highly of me!
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Thanks for coming to Talent Talks, Juanma.
-Thank you.
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Now you've seen
why he's the most award-winning journalist
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in Spain.
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He also has fantastic initiatives
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that keep us learning and improving.
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He shared all this
with the experience, kindness,
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and friendliness of someone
who doesn't give up
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and who doesn't want you to either.
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It happened here, on Talent Talks.