We initiate the section Point of view of this new stage bringing the best signatures with which, logically, presently foromarketing it is not possible to allow the luxury of being able to count like direct collaborators. For it, in the International Forum of Marketing we will bring up to you all those articles that we have qualified like excellent for our activity of marketing and sales. We will try to capture them of literal form, and never avoiding the source.

In this occasion we want to bring you over to Santiago Álvarez de Mon, teacher of the IESE, who was publishing an article in the newspaper Expansion titled: "Playing with fire”, of which we have modified only his title, naming it “the life is not Hollywood”.

I am worried by what I see around me. The nice people spending them canutas to come in order month and dodgers mounted in the dollar. With what has a normal citizen been for breakfast on having opened the newspaper and to face the reality? The unemployment reaches 17,9 %. More than four million workpeople are in the street, with everything what this drama supposes in terms of self-esteem and dignity. Byzantine discussions happen between the CEOE and the trade unions. Why does not the Government put road surfaces and they negotiator sits in the table? That do not get up until they do not seal a reasonable agreement. The credit lack strangulates viable and consistent projects. Then we are surprised that the entrepreneurs skimp. The inefficient gigantism is privileged by subsidies to the big companies, to the kidlings that they zurzan. Millionaire indemnifications and insulting incentives. That the talent stuffs itself I love, but that the mediocrity puts the boots it infuriates me.

Still in economic territory, but entering directly the politics, I assist perplexed to the battle for the power in Box Madrid. They all speak of depoliticizing the boxes for ipso fact to press to place his candidate. Lounge liberalism remains and liberals are missing. The cases of corruption happen continuously. Majorca, Valencia, Andalusia, Catalonia, … Sometimes in a coarse way, others in a subtler way, the outrage covers the Spanish geography with rudeness and impunity.

Our anxious citizen goes out of house ready to stick for the bread of his children. He is confident of returning without increasing the list of stopped. If they ask him for the health of this society, for the level of public-spiritedness and exemplariness, oath in Aramaic. As so brilliantly Javier Gomá expresses: "What reasons can turn out to be really today convincing to me so that he accepts a certain dose of ‘courtesy‘ and makes proper the limitations and alienations inherent in a civilized life together resigning from his antisocial, barbarian, but his, authentic and spontaneous drives? Why the civilization and not the barbarism?”

Are we a civilized country that points given hope towards the future, or the barbarism and the jungle gain points? As the life advises me that skepticism (only this way the optimism can deserve the adjectives of intelligent and honest) is spent by me of common places and hollow expressions on the coexistence. In the abyss of our miseries, in the bog of an egoism that ignores the one that suffers, these are some regenerating proposals:

• In the labor frame, to study and to apply the variety European contractual typology. While we fight on the past and the ideology, other neighbors promote positive experiences. Renewal for all, it does not cost to speak about dismissal and flexibility while the incompetence is reinforced.
• To plan a clear border between economy and politics. In the managerial ambience, politicians, to abstain, allow to do to the talent and the professionalism.
• To resuscitate Montesquieu. The controlled hypothetical ones name to the controlers, it is to cry. Let's respect the independence of the judicial power, let's extract him of the permanent partisan discussion.
• For the sake of studying in depth the processes of decentralization and delegation of the autonomies, there be fixed the exclusive competitions of the Central State. This cannot be a constant blackmail object.
• A common, universal, demanding and passionate education that turns concerning the figure and authority of the teacher. Review and hiring, compensation, evaluation and dismissal. Then, and not earlier, be provided to the classrooms of the computers that one wants.
• Open lists. The multinationals of the politics, the parties shut up in his inbreeding and discipline of vote, degrade his noble function. Archaic and parasitic tribes drown the individual freedom and the responsibility. The victory of the slogan on the conscience is a moral defeat.

What is necessary to reform the Constitution? Forward, it is an instrument of coexistence, not an infallible dogma. Now when the "Peronism" becomes strong between us, to walk in this direction would bring us over to the most advanced democracies. If not, the miscellany of crisis, injustice, fear, abuses, anxiety, corruption and ignorance destroys the confidence and mines the energy of a wonderful country.