Generosity is the habit of sharing, it is a competence very appreciated by society and can be a magnificent entrepreneurship strategy if we know how to give it a good channel. What happens is that generally, we misinterpret the meaning of being generous. It is common for people to illustrate generosity as the action of giving when you already have, of distributing surpluses or of over-corresponding some attention, however, it is difficult for someone to want to give before having received. Much less, when we refer to the field of business. Therefore, it is worth drawing attention to projects that first give generously, making this habit a nodal value to start operations.
Recently, I heard about Bodai, a yoga studio that is opening its doors in Mexico City. On her first day of operations, Andrea Fischer, the young entrepreneur in charge of this project, decided to put into practice the value of generosity. During the month of December, people who wish to do so, can participate and do yoga without paying a peso: totally free. From this conception, both instructors and entrepreneurs are doing their part so that the classes that are taught in the last month of the year go as a courtesy for the public.
The people of Bodai have become aware that, during the pandemic, the time of confinement has contributed to an increase in weight, stress and sadness in people. The practice of yoga can bring glorious fruits both physically, mentally and spiritually. It is about offering an experience that, through physical postures, breathing exercises and meditation helps improve overall health. Yoga developed as a spiritual practice thousands of years ago. Today most people in the West do yoga as an exercise and to reduce stress.
Many of us are ending a difficult year in which concerns about the uncertainty of the world stage have been experienced. I have always promoted the entrepreneurial spirit of people, I firmly believe that the path of entrepreneurship is the basis of the economic growth of the regions. I also know that the path of the undertaker is difficult and advances on rails that can be very pathetic. I have always believed that whoever decides to follow this path has to be brave and has to be in love with their project.
Courage becomes evident in initiating, overcoming resistance to change, facing risk, and in daring to open when many are closing. Love has to be more for the clients than for the project itself. Therefore, it seems to me that generosity is a relevant business strategy. Of course, when I talk about strategic generosity, I'm not talking about an evil plan in which I throw salivated balls at the market because it wouldn't be generous, that would be cheating.
The strategy of generosity must have an essential ingredient: sincerity. Without this element, the strategy does not work, it is perverted and the action is passed to the dark side. On the other hand, the sayings that are extracts of popular wisdom say that: "If you want the cazuelita, you have to give the ollita". An entrepreneurial project that seeks to give something to its customers, something that is relevant, valuable, profitable and estimable, will find correspondence among its consumers.
Strategic generosity in an entrepreneurship project has in mind a plan to generate profits. That profit margin is the nutrient with which the business will start, strengthen and grow. Obviously, every entrepreneur wants his business to flourish and bear fruit. The best way to achieve this is by conquering customers, it is by building a competitive advantage that makes them preferable and makes them the best possible option. Hence, if the project leader is able to share and let customers enjoy the benefits, generosity can be the foundation stone on which competitive advantage is built.
Of course, ideas look very nice when we prefigure them, putting them into practice is different. Bodai is making what he imagined one day come true. I subscribe that the classes are free, that there is no trick or pressure to sell to those who do not want to buy. Doors open and people come in. What surprised me was seeing the spontaneity with which people take classes and sign up for programs that will start in January.
When I asked Andrea what happens if someone goes and doesn't sign up, she said nothing. If anyone wants to go to practice yoga in December, they can do so. That's the deal. Obviously, the bet is that everyone who arrives – or the majority – enjoys the experience so much that they decide to register in December to continue in January. And, they are succeeding. This proposal of generosity works like a drop of ink on Chinese paper: it starts with a dot and expands.
Strategic generosity needs leadership and complicity. Andrea leads a team of instructors who are sharing their knowledge, their time and their enthusiasm to teach to breathe, to move to reach postures that increase strength and flexibility, to meditate. The people in Bodai discovered a market need and are attending to it. It is about helping people to relax, to decrease the levels of these, to raise concentration, to improve coordination, to combat insomnia. It's about helping practitioners learn to listen to the body to provide it with health.
I think it is a very good idea to give before receiving, however, few understand it that way. Therefore, it is worth drawing attention to projects that first give generously, making this habit a nodal value to start operations. At this time of year, it is propitious to seek out these virtuous competencies and put them into practice. And, if in addition, we already have entrepreneurship projects that are doing it, it is worth observing and supporting them. It is a way to promote a world in which projects with values are sown. Strategic generosity is an illustrious and magnificent practice worth imitating.