Command with humanity: the advice that marked Alejandro Costa

On the road to entrepreneurship, there are phrases that become a compass. For Alejandro Costa, founder and CEO of Éxxita, that advice came more than 20 years ago, in the kitchen of his home, from his mother's mouth: "Pull, Alejandro, pull!

Simple words, full of the wisdom that only life can give, that drove the decision to leave the security of a job as a computer technician and take the leap to start his own business. What started as a small repair store in Seville's Aljarafe district is now a benchmark company in the circular economy, with a presence in more than 60 countries, its own technology based on artificial intelligence and more than 500,000 devices recovered each year.

The best advice: learn to command with humanity.

When asked what is the best advice he has received for entrepreneurship, Alejandro Costa is clear: "Learn to command... with humanity".

Because leading is not about imposing, but inspiring. It is not about controlling, but about sustaining the purpose when the path is not evident. To lead with humanity is to lead with respect and empathy, understanding that even mistakes can be forgiven when governing with values.

Three keys for start-up entrepreneurs

From his experience, Alejandro Costa shares three essential lessons for those who decide to take the entrepreneurial step:

1. Make friends with difficulty. Accept that the road is full of challenges and that they are part of learning.

2. Adapt quickly to new things. Reactivity and flexibility make the difference in a changing environment.

3. Lead with humanity. Lead with empathy, respect and inspiration to build solid and sustainable teams.

Leadership with purpose

Alejandro Costa's story shows that great projects are born from courageous decisions and strong values. Éxxita Be Circular is not only a benchmark in circular economy, but also in leadership with purpose. Because, as its founder repeats: "To lead well is not to impose, it is to inspire".