Identity Paradox: How Going Global Made Us Forget Who We Are

Over the past few years, I’ve had the privilege of working alongside René Freudenberg and a brilliant constellation of people across the Premio Nacional de Calidad, the Premio Nacional de Tecnología e Innovación (now Qurio), and the EGADE innovation community.

Together, we’ve explored what makes Mexican companies truly great — not just competitive in a global sense, but meaningful, human, and future-ready. What we’ve uncovered is both inspiring … and ironic.

In today’s global reality, many Mexicans still dream of heading north to find “a better life,” while people from the north seek to come south in search of meaning, warmth, and community — the very qualities that are woven into the Mexican way of life.

And yet, many Mexican companies continue to model themselves on American, Japanese, or German corporations — efficient, professional, and increasingly generic.

What the Best Companies in the World Understand

The top global companies don’t erase their cultural identity. They build on it.

• Japan is known for precision and patience — and so are its companies.

• Germany’s exports reflect its engineering rigor and long-term thinking.

• The United States sells big ideas and boldness — because that’s how it sees itself.

These nations don’t just accept their culture — they embed it into business strategy.

So why do so many Mexican businesses try to scrub their cultural fingerprints clean?

What If Culture Is Not the Obstacle, But the Edge?

This is the heart of Freudenberg’s vision — one that has reshaped how I view innovation in Mexico. What if, instead of trying to copy models from elsewhere, we embraced what is uniquely ours?

We often underestimate our own superpowers:

• Creativity in chaos – We innovate not just in labs, but on the street, in workshops, in kitchens.

• Community and solidarity – Our teams work like extended families, not silos.

• A different sense of time – Time is not just a resource to exploit, but a space for presence and connection.

• Joy and celebration – Our work is social, rhythmic, even festive — and that’s not a flaw, it’s a strength.

• Emotional connection – We care deeply. About people, about meaning, about belonging.

These traits aren’t liabilities to manage. They’re assets to design with.

We’ve Already Seen It Work

Some of the most successful Mexican-born companies weren’t afraid to embrace culture — they scaled it.

• KidZania turned play and creativity into a globally exported model for learning and exploration.

• Xcaret redefined tourism by inviting people to connect with Mexican nature, history, and heart.

• Interlub, under René’s leadership, blends cutting-edge nanotechnology with deep human relationships, showing that world-class industrial solutions can still feel personal.

These companies didn’t become world-class despite being Mexican. They became world-class because they were.

The Tragicomic Irony

Foreigners fall in love with the “vibe” of Mexico — the people, the spontaneity, the emotion, the joy. But inside many boardrooms, those same traits are dismissed as unprofessional, inefficient, or soft.

We internalize the message that to succeed globally, we must first become culturally invisible. And yet, everything the world is looking for — human connection, creativity, a sense of place — already exists here in abundance.

A Different Kind of Excellence

This is not an argument for nostalgia or resistance to global standards. It’s an invitation to redefine what “world-class” can mean — from Mexico.

Let’s build models of excellence that reflect who we are. Let’s design systems, teams, and strategies that amplify our cultural DNA, rather than suppress it. Let’s stop outsourcing our business identity.

Because what if the next big idea in business isn’t about better algorithms or faster logistics — but about making work more human?

And what if Mexico was the best place in the world to lead that shift?

The Call

It’s time to create companies that don’t just operate in Mexico — but operate like Mexico.

Let’s stop trying to be someone else’s version of excellence. Let’s become the most powerful expression of our own.

Because what the world loves about Mexico might just be the future of business.

About the author

Daniel Pandza is the global director of innovation ecosystem partnerships at Interlub—The Uncommon Lubricant Company®, a company that is celebrated for its pioneering spirit and distinctive leadership philosophy. Its stewardship has led Interlub to receive national accolades from the president of Mexico on three occasions: the National Export Award (2017) for significantly exporting Mexican technology to over 40 countries; the National Quality Award (2018) for its exceptional business model; and the National Technology and Innovation Award (2019), which highlights its dedication to advancing scientific paradigms globally through innovation.