2018 #BRAVObiz Video: Managing Digital Culture — A Balancing Act

What will set you apart when applying for jobs? Social skills, not technical ones, like empathy, said executives from Bancolombia, Bank of America, Emerson, IBM, and Microsoft.


  • Ana Paula Assis, General Manager, IBM Latin America
  • Cesar Cernuda, President, Microsoft Latin America
  • Gabriel Di Lelle, Vice President of Innovation and Digital Transformation, Bancolombia S.A.
  • Fernando Iraola, MD/Head of Latin America Corporate Banking & Global Transaction Services, Bank of America Merrill Lynch
  • Vernon Murray, President Latin America, Emerson Automation Solutions
  • Gabriela Frías, Anchor, Portafolio Global, CNN en Español (moderator)

Forget technological revolution: social skills will be—and in many cases already are—what drive digital culture and innovation in the future. “Empathy is going to be a critical element in what we teach people. At the end of the day, if we don’t have a clear understanding of the impact we have on others, it’s going to be impossible to create an inclusive society,” said IBM’s Ana Paula Assis on the second panel, moderated by Gabriela Frías of CNN en Español, of the 2018 Council of the Americas SymposiumFernando Iraola of Bank of America Merrill Lynch underscored Assis’ point, adding, “This will be huge in hiring. Technological skills will be a given. What will set you apart are the social skills you have.”

Microsoft Latin America’s Cesar Cernuda stressed the importance of trust between users and companies. “Don’t be obsessed about your P&L, your revenues,” he said. “Be obsessed about your customers.” Emerson’s Vernon Murray talked about a digital evolution, as opposed to a revolution. “In the past, it was about getting the expert to the data,” he said. “Now it’s about getting the data to the expert.” Gabriel Di Lelle discussed how Bancolombia is working to meet young users where they are, including developing user-friendly 30-second terms and conditions videos and creating a separate mobile-only banking system that already counts 1 million users in Colombia. He also emphasized a need to bring moral standards to tech and data management. “Doctors have the Hippocratic Oath,” he said. “We need the same thing in tech today.”

Watch more videos of the Symposium.