In the recent episode of Agroestrategas TV, we had the privilege of speaking with Lic. Francisco “Pancho” Perkins, an agribusiness administrator, CREA member, and musician at heart. This conversation left us with valuable lessons on how to blend creativity, strategy, and human values in managing family-owned agricultural businesses.
Strategy in Family Businesses: Adaptability as a Key Axis
Pancho provided an invaluable perspective on leading family agribusinesses, emphasizing that the key to success lies in adaptability. “There are times when the company must behave like a Formula 1 car, accelerating to the maximum, and others when we must move like a rural truck, prioritizing the enjoyment of the journey,” he reflected.
For Pancho, strategic decisions are not made solely based on financial logic but also through a deep connection to the family’s current state and future generations. This means thinking beyond current profitability to build a sustainable business that opens opportunities for heirs in the long term.
Professional Teams: The Pillar of Competitiveness
One of the most notable points of the conversation was the importance of building strong professional teams. Pancho believes that success does not depend on a single leader but on the ability to delegate and trust in the expertise of others. “My role as an administrator is to be the oil that lubricates and connects all the gears. I want those who work with me to know more than I do in their specific areas,” he emphasized.
This approach highlights the need to assemble diverse and trustworthy teams, where professionalism depends not only on academic credentials but also on practical skills, commitment, and meticulous execution.
Art as a Leadership Tool
A fascinating aspect of Pancho is how his experience as a musician has influenced his leadership style. During his youth, he was the guitarist for a Genesis tribute band, an experience that, according to him, taught him teamwork, improvisation, and finding harmony in the most complex moments.
“Art is always present in what I do. It helps me make creative decisions and face challenges with a more human and less technical approach,” he shared. This perspective illustrates how personal interests can enrich the way we lead and manage businesses.
Listening to Lead: A Continuous Learning Process
Pancho emphasized that the greatest lesson from his 30+ years of experience has been the ability to listen deeply. “Listening is not just hearing what we want to hear but understanding what the other person is truly trying to convey,” he said. This approach is especially crucial in family businesses, where decisions are often laden with emotions and differing generational perspectives.
He also stressed the importance of understanding the environment. “Every time I travel, I visit supermarkets to observe what people are buying, how the shelves are organized, and what trends are emerging. That real-world information is invaluable for anticipating changes,” he explained.
Taking Risks and Building the Future
A recurring theme in the discussion was long-term planning. Pancho highlighted that his family business does not only work for the current owners but seeks to create opportunities for future generations. This requires a strategic approach that integrates calculated risks and decisions considering market dynamics, family needs, and business sustainability.
“At the beginning, we prioritized the business, reinvesting almost everything for years. That initial decision marked our path and allowed us to build something solid, but it was always the family making those strategic decisions,” he recalled.
Grounding Yourself: The Recipe for Balance
Pancho also spoke about the importance of staying grounded and recharging in such a demanding sector as agriculture. For him, the key lies in enjoying what he does and not obsessing over uncontrollable aspects, such as adverse weather conditions.
His connection to music, family moments, and love for animals (he has four dogs!) are his ways of disconnecting and finding balance. “I believe the best way to stay calm is to do what you love. If you do that, it’s very hard to feel trapped or burnt out,” he affirmed.
Key Lessons from Pancho Perkins for Agri-Leaders
- Listen deeply: Understand the real needs of the family, partners, and teams.
- Adapt to the environment: Observe global trends to anticipate and leverage changes.
- Build trustworthy teams: Surround yourself with experts and give them space to shine.
- Think long-term: Create sustainable businesses that consider the future of upcoming generations.
- Stay grounded: Find time for personal activities that balance daily pressures.
Pancho’s story reminds us that leading a business is not just about numbers but about finding a balance between creativity, strategy, and human values. This approach, combining art and management, makes all the difference in a sector where uncertainty is a constant.