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Businesses with a Personality of Their Own

Albert BarraMarch 3, 2025 · 2 min read
THE IDEA

Discover how to build a hospitality business with a distinct personality and a team that feels actively involved in shaping its development. Inspired by the book “Personality Not Included.”

Businesses with a Personality of Their Own
In a month that I would have liked to be somewhat calmer, so that I could devote it to reflection and contemplation, I have instead found myself in a month of constant activity, forcing me to reflect on the kind of project I am developing. I have always believed that Lead Hospitality is a project with a personality of its own. Not necessarily my own personality, although it is true that its recipe contains a good many of my ingredients. I was very clear that the personality of such a project would be the result of an ecosystem of people and collaborating companies. It would not be fair to take credit for all of it, as that would not be true. The feeling was difficult to explain until one day, while speaking with a good friend from the Southern Cone, she gave me a recommendation. The recommendation came in the form of a book: “Personality Not Included”. I bought it immediately and devoured it as soon as it arrived. The book says things such as:
The moment organisations lose their personality is the moment employees become “people” rather than persons. Many of us know this phenomenon quite well because we have seen it happen in companies we interact with as customers. Examples of this kind are everywhere, and social media make it possible to publicly expose these moments of personalitylessness very quickly. This is precisely the kind of project I would like to build—not only in terms of its personality, but also one in which its team feels that it contributes to that very personality because it is part of it.
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