The market is constantly changing, customers have a level of knowledge and demand that is increasing and technology marks a new paradigm. In this environment, every company has its place and has the internal capacity to transform and transform itself. I transform organizations so that customers are the center, they can be perceived as unique, more profitable and long-lasting, anticipating changes in the market, promoting intrapreneurship, taking into account the emotions of people and of the institutions themselves and giving results from time one. Economist by training with more than twenty years of experience as a director of Arthur Andersen, Banco Central Hispano, Banco Santander and currently Banc de Sabadell. I have been a teacher for thirteen years at the University of Barcelona and I teach courses and conferences at ESADE, AED, APD. I am part of the senior management committees of Banc de Sabadell and I direct people and departments looking for their cohesion, anticipation of changes so that they are leaders of the new paradigm. I have consolidated experience in creating new businesses, strategic transformations, opening new markets and global corporate banking, among others. My key values are honesty, sincerity, service to society because service is not individual but systemic, positivism and social commitment. My motto: he who does not add tends to disappear.