In Spain we have left behind “words” already worn as leverage and all its derivatives converted into a phrase, such as “you have to leverage”.

Well, if this insignificant expression has helped, along with our national economic ignorance to create a chaos that will cost us a full decade to leave, another can become “the new bad of the movie”. Namely: “you have to export”.

Bad we started. If “we have to” export, we’re already late. And you already know that hurries are bad counselors. And despair, more still. Exporting can not be an obligation, but a devotion. And because? Simple: because exporting is not just selling. Apart from the greater complexity of some countries in administrative and logistical matters, there are two major differences with the national market. To different cultures, ways of doing different business and we drag cultural and national topics that make understanding difficult.

Well, they make it difficult if we are not willing to invest some time in knowing and understanding them. And I say “in understanding” them, and not in that they understand us. That those who play at home are them. But it gives me that this will not be easy because we do not have plenty of humility, something essential to pay attention to something other than oneself.

Now surely there is someone who thinks that it should not be generalized. Do not we do it when we think that the “locomotors of Europe” are square heads? Or that you can not trust the nationals of some other country? Or that others are more lazy than a suitcase? And above all, do not we talk about “the Spain brand”? Is not that generalize? Well, that.

Returning to devotion, exporting is not easy, nor are all worth it. Here come to my mind expressions of compatriots heard a thousand times in airports and hotels abroad that imply an “aggressive approach” to how to export. Among others, “the market is not mature”, “they do not know how to recognize the opportunity that I present to them”, “they have no idea” and a long list that only indicates that they have appeared there as if they were side, assuming, and demanding that “the barbarians” have the same tastes, concerns, concepts, needs and criteria as the national customers. And that, if you have them, buy them equally.

And the other sign that we are not doing well is to think that we are nationals. But we are outsiders !!!

It may seem that humility is stupid. Well, a reflective and wise civilization where there are, the oriental, and more specifically the Japanese, has an expression that invites to put on the shoes of the other in order to know exactly where they squeeze. Simply by following that recommendation we would have much won in selling in a culture different from ours. But it does not seem that it goes with our character, even less after the badly digested economic boom that we have experienced in the last two decades, which has made us “a little bit too much”.

Export implies being the best, not only in a country, your own, but in some other. And you can be the best in anything, as for example in any of the three classic competitive advantages of Porter. Or, why not, in sympathy and treatment, that some case of it is there; After all, selling has something to do with flirting, is not it?

Besides, exporting also means speaking another language, and even thinking in a language that is not our natural language, which enriches us and prepares us to adapt to other environments, pushes us to become an agile and empathetic company, and facilitates the that we may be able to make room for ourselves, and perhaps a name, in distant countries and cultures, at least in the conceptual sense.

But we are still as inbred and proud as ever. And if not, here is a brief reflection to conclude: why we regret that “our best have to leave the country.” Well, first you have to assume that those who come out are the best, an axiom that I strongly deny. And second. We do not want to export, do not want to develop as an economy?

So, why do we complain that managers and entrepreneurs of tomorrow go out and learn when they still have little to expose and lose and much to learn? Well, that, which is difficult to understand. Unless we assume that we are “like the gardener’s dog”.