The bethencourt vision builds on three key principles:

1. The deep conviction that company results are explained by the same laws that dictate an individual person’s behaviour.
2. The evidence obtained in client after client, showing how emotions and people’s unconscious kidnap everyone’s intellectual reasoning, including that of CEOs and top decision makers. This makes the emotional dimension of business the invisible force that most impacts the daily reality we all observe.
3. The experience accumulated in so many clients that points us to th integral analysis of the whole system, including all the variables of the business context in the design of solutions. The client and his context are two perfectly integrated pieces of the same puzzle.

Only by making these emotional aspects the first priority of the action plan can anyone aspire to optimize company efficiency.