"There is creative talent, but effort is also important. The difference between the good ones and the very good ones is the effort", said today the chef and ambassador of TelefónicaFerran Adrià, at a lecture given at the School of Architecture University of Navarra. Adrià insisted on the importance of innovation, design and creativity.

"The problem is not the talent in this country, but we have to make structural changes and understand that the world is changing and we have to adapt," he explained to more than 400 people, including university students, as well as students from high school diploma and high school students.

The international chef's visit , with which the center is celebrating the Creativity Dayis part of the implementation of the Degree of design/ Design which will be taught next year and that has the partnership of the Museum of Navarra and the ISEM Fashion Business School.

Adrià said that he has "a close relationship" with the world of design, as he considers it one of the disciplines closest to the kitchen: "El Bulli was the first restaurant that worked one-on-one with product designers, that is, they were part of the team, and it has the most important award in the world of design because of this. If there is a discipline very similar to the kitchen, we could say that it is the design of products. If architecture is part of our environment, the design even more so."

Ferran Adrià, model team leadership of design and with three Michelin stars, has demonstrated on numerous occasions his ability to generate new ideas, a aptitude that is intended to be transmitted in the teaching of Degree at design that will be released in the 2016-2017 academic year.

goal This Degree, which will be bilingual, was created with the aim of training the leaders of the design teams of the future, integrating knowledge from various disciplines and proposing international, cross-disciplinary learning linked to the business, so that students develop the skills of work teamwork, leadership and risk, because as the chef has assured, "sharing is the best way to make us better".

In the workshop he held with the young people, Adrià insisted on the need to ask "the why" of things, an exercise they are used to doing at El Bulli and which he considers "important" to create and transform: "Innovation is everything, in the end it is an attitude of wanting to make things evolve".

Likewise, in reference letter to the Education of young people, he commented that "not because you go abroad you will be better trained, that is a metaphor. There are wonderful training centers here". However, he reminded that "in this competitive world, being young is not an advantage. I want young people to understand that they are struggling in a labor market where everyone has to fight and they deserve an opportunity and that we should help them".

For his part, the director of the School of Architecture of the University of Navarra, Miguel Ángel Alonso del Val, confessed to being "impressed" by Adrià's ability to reinvent himself, who closed El Bulli for six months to dedicate himself to the tasks of research and innovation, "always maintaining a parallel team dedicated to the development of new ideas".

United for Innovation

The director of Telefónica in Navarra, Roberto Mercero, has pointed out the vitality, closeness, simplicity, creativity and innovation as the values shared by the ambassadors of his business: "Telefónica and the ambassadors carry out joint activities, each one contributing the strengths of their field of work, allowing the development of innovative projects, contents and online presence under the slogan "United for Innovation".

Since the beginning of the partnership five years ago, Telefónica and Ferran Adrià have visited several cities around the world on the occasion of the "United for Innovation" Tour: Barcelona, New York, Munich, Lima, Buenos Aires, Bilbao, London, Mexico, Beijing and Santiago de Chile. Buenos Aires, Bilbao, London, Mexico, Beijing and Santiago de Chile.

The chef, who has shared with Telefónica customers and professionals seminars and conferences around the world on innovation, creativity and transformation in the business world, has also led culinary tastings based on learning through the senses.

Video summary of the visit of Ferran Adrià to the School