This question opened the presentation by José Manuel del Río, Global Head of People & Organization at CapCapital, during the event commemorating AIF’s 75th anniversary. A question that, beyond its spiritual dimension, invites us to reflect on leadership, purpose, and the role that companies play in society.
In an environment where strategy is often measured in terms of financial indicators, competitive advantages, and operational efficiency, the proposal was as simple as it was profound: What happens when purpose ceases to be an afterthought and becomes the guiding principle behind every decision?
From “How” to “Why”: The Evolution of Business Leadership
For decades, organizations have focused much of their efforts on refining the “how”: optimizing processes, improving productivity, managing resources more efficiently, or increasing profitability.
However, the companies that are making a lasting impact today are those that have gone a step further and constantly ask themselves why they exist.
That shift in focus redefines the strategy.
When purpose takes center stage, innovation shifts from merely pursuing novelty to becoming a response to people’s real needs. Decisions are no longer evaluated solely on the basis of their financial return, but also on the value they generate for society.
At CapCapital, that purpose takes the form of a clear mission: to combat poverty by promoting a business model in which economic growth and social impact go hand in hand.
It is not an institutional statement. It is the organization's raison d'être.
What does it really mean to have God as a strategic partner?
The phrase “God as a strategic partner” may seem surprising in a business context. However, the presentation did not take a confessional or dogmatic approach, but rather offered a reflection on the role that values play when it comes to making the most complex decisions.
The real issue is not incorporating a religious element into the company.
The real question is:
- What principles are non-negotiable when we make decisions?
- What guides our investments, our relationships, and our leadership style?
- What remains when the quarterly results are out of the picture?
Understanding God as a strategic partner means adopting an ethical framework that transcends circumstances. It means recognizing that profitability is essential for a company to be sustainable, but that it is not the ultimate purpose of its existence.
From this perspective, leadership is no longer merely about managing resources; rather, it becomes the responsibility of upholding values, building trust, and creating organizations that contribute to the common good.
Companies Against Poverty: When Purpose Becomes Action
CapCapital's vision is embodied in the Companies Against Poverty movement, an initiative that encourages companies to use their ability to generate wealth as a tool to combat poverty and create opportunities.
This proposal takes on even greater significance in the context of AIF’s 75th anniversary—a history that demonstrates that its commitment to social impact is not a passing trend, but rather a conviction that has endured over time.
Because true leadership is not just about achieving results, but about enabling others to achieve them as well.
It is a vision based on principles such as:
- Collaborative leadership, based on the understanding that success is meaningful only when it creates opportunities for others.
- Solidarity and shared responsibility, recognizing that businesses are part of a community and have the capacity to strengthen it.
- A long-term vision, building a legacy whose value extends beyond the financial indicators of each fiscal year.
A New Way of Understanding Success
Perhaps one of the most important messages of the presentation was the reminder that the future belongs to organizations capable of combining business excellence with purpose.
Efficiency will continue to be necessary.
Innovation will continue to be essential.
Profitability will continue to be the driving force behind growth.
But it is becoming increasingly clear that the companies that make a sustainable impact are those that can clearly articulate the “why” behind their existence.
Because true success is not just about creating wealth, but about building trust, creating opportunities, and fostering dignity.
