Cash Fortress Before the Storm Hits

"Guerra implements strategies that allow the company to avoid being overwhelmed by the tsunami caused by the credit crunch and the collapse in consumer spending. As he explains in several interventions, a company can die overnight because of its balance sheet, and not because of its income statement. What does that mean? Save the cash, make sure to have full bank accounts when the storm hits. He manages to do so and to bring the group from solid leader to the celebration of its fiftieth anniversary, in 2011."

"He is constantly afraid that someone, something might take everything away from him, destroy his "factory," strike at his employees, for whom he has always felt responsible, one by one."

"It is the fear of losing what he had managed to build with difficulty that leads him to a new step towards the unknown, a constant evolutionary tension for disruptors like him: they are never satisfied, they cannot stop growing. They do not do it, most of the time, for a thirst for money or power, but for the fear that their empire could collapse at any moment, perhaps due to someone else's choices."