"These are my principles, and if you don't like them, I have others". The phrase is attributed to Groucho Marx. "For once, Groucho wasn't right," says Francisco Javier Morrás, professor of Human Resources at Degree in Management Assistance at the University of Navarra, who explains that it is essential that "we have clear principles and values to guide our decisions and the way we apply them".

Morrás assures that it is very important that we master the techniques so that professional relationships develop effectively, respect the culture of business, make us grow as people and professionals, and contribute to achieving the objectives, mission statement and vision of our organization. "However, tools without values are of little use," he adds.

"We all manage personal relationships, so it's good to reflect on the principles before we find ourselves at crossroads that will require quick, 'on the spot' decisions. They will help us make decisions, minimize mistakes and build our reputation and brand staff within the organization."

The following is a list of the values that he himself considers essential for professional performance:  

Set an example. Work hard. No holding back, no excuses.

Be credible. Always keep your word. If you lose it once, that's enough.

3. Do not promise anything that does not depend on you or that you are not sure you can achieve.

4. Make your actions consistent with your words.

5. Show your face. Don't hide in difficult times.

6. Recognize your mistakes and assume those of your team. Do not look for culprits and do not scold them, analyze them so that they are not repeated.

7. Respect: Treat others as you would want them to treat you at status.

8. Explain things. In detail. With patience. So that everyone understands.

9. We are all necessary; otherwise, we would not be at business, although no one is indispensable.

10. You are not more than anyone else, but you are not less than anyone else either.