Hello, welcome to the Transing segment. In this segment, we will explain what Transing means. We will also see what happens in different domains. Additionally, I will give you a very practical sense of how to use Transing. We will apply it to Starbucks and even myself. To myself, sorry. Let's start. Well, what is Transing? It sounds like something from a science fiction movie or novel. It's a word that my brother and I have coined in several articles of ours to discuss how to deal with changes, because changes have become so common in all walks of life. We obtained the word from the Latin prefix, trans, which means, among other things, crossing, loading, further beyond, and we see it in words like transfer and transcend. And now we know that domains, no matter if it's technology or even culture, are crashing, so the lines between the domains have been doubled. Again, Transing occurs in different domains and we we discussed it in many of our articles, but here I'll keep it in maybe two domains where we can see examples of how, again, the line is being doubled. A domain, like music, where there are artists like Lady Gaga, Susan Boyle, and Psy, from Korea, who defy easy categorization. In short, they have transcended conventional borders and we have seen it in the media. So in marketing, the media has become very important and it has become very difficult to know what means to use and when, and many companies end up using some kind of trans in media strategy. A company like Uniqlo, from Japan, that is using increasingly electronic means to promote their products. Periodically, they use something called Lucky Line, which means lucky line, which is a virtual line and in some cases, millions of people enter the virtual line to win one of these prize. That's something you could not do in an offline line, but it can be done in an online line. So good. Also YG Entertainment from Korea, it is a company that we will see performing holographic concerts, which has allowed them to expand their global reach, not only here in Asia, but also in your countries, in Latin America. So we can be in the Transing era. Put simply, you should have an open mind, even in terms of strategy, this is what we call a flexible adjustment, the adjusted part, I think it's something very consistent in thoughts about strategy; but the flexible part talks about the risks that should be taken when adapting to face a threat. The potential tsunamis of our environment. Let's apply the concept to Starbucks. Let me start by saying that this is my Starbucks analysis. Even though I've visited Starbucks, I've talked to their executives, and I know their position on how to deal with changes, It may be slightly different. But in my perspective, Starbucks is using Transing very very well, at all VSA levels, that of course are the initials for Vision, Strategy and Action. That's a good sign of Transing. So from the point of view of Vision, this is just from their website, it looks very consistent with what they have been doing. But I think the key is differentiation, evolution, and the fact that they do not emphasize only coffee. You can not see the word coffee as before. So their vision, I consider, includes other drinks, and maybe even other businesses, and we get a clearer sense of that at the strategy level, where, of course, they have the adjusted part, where they will continue expanding their coffee business, but they will pay more and more attention to the new markets where they can have a greater growth, and that is the flexible part. And of course, that is reflected in their actions. I will not go into detail, you can read it later the details, but their vision, strategy and action are, I believe, double. So maybe even the biggest part in percentage, maybe 90% or more, is still coffee, but the remaining 10% is where they face the changes of their environment, and they will realize that their VSA is aligned. So here I have this numerical system, where for strategy 1, which adresses the fixed part, has the action aligned, several actions. And in the same way, your VS 2 addresses the flexible part. And there are many components, but a key change that we have all noticed is that your logo does not have a coffee signal; in a certain way, They are paving the way for their clients, so you know that Starbucks is more than just coffee. They are using Transing, they are going beyond just coffee. So we see this vertical alignment between VSA, but we also see a horizontal alignment. Even if we think about your product, there is some kind of consistency with its other components of the marketing mix, whether it is price, place or promotion, and likewise, among its other brother components. Very well, finally I am doing transing. Well, I've always tried to reach other people with a message, but I think that until this moment my audience has been very specialized, a very academic audience, very related to business. But I aspire to reach more people, so I'm trying to use transing in the flexible part to reach a different audience through media that is not related to business, for example film production or through writing short stories, and given that I possess a bit of artistic talent, through drawing web toons. So I've made three short fictional films. And this allows me to talk about some social issues, that I wanted to address. So this is something very different from the usual academic model, which I consider many academics follow. But again it's about me trying to transcend so that I achieve my vision of reaching a wider audience. And I've noticed that my experiences in these new vocations, are helpful in my current job. They have allowed me to become a better teacher. I think that because I see more, in terms of cinematographer I need to understand my different characters in a very profound way. And that is the beauty of transing. Do you realize that even if you think you are starting something very different, if it transcends high enough, you start seeing these leagues, so as a personal transing process you should encourage them to also have this vision more transcendent, to apply this to a strategy. Of course the concentration may higher in the adjusted part, but depending on how much growth you want, the flexible part may need to be constantly expanded. I am a firm believer that you must act based on your strategies. It should not be all just words, At some point there should be some walking in the same way. A lot of learning takes place as soon as you execute your strategies. As we saw with me, there may be these accidental cross-pollinations, where your new work helps people. So summarizing, We are exposed to many changes and how we deal with these changes is what I have called in this segment transing. And you can apply transing to VSA, regardless it is to a brand like Starbucks, or to yourself. And the key to transing is having an open mind, where you not only continue doing what has been successful, but also adopt this kind of risk type strategy to face again the changes that occur in your environment.