Ronald Stern is a Swiss Polymath. In the 70s he was one of the 5 Swiss Managing Directors who saved the Swiss watch industry from the wild Japanese competitors. Ronald first was Swiss Sales Champion at Olivetti Switzerland, then European Sales Champion and National Sales Manager at Xerox Switzerland at age 26, and finally World Sales Champion at Gustav Käser Training International, as well as Chairman Worldwide thus mastering his leadership. In the 80s he worked with Peter Drucker in leadership in Madrid to set up coaching. When Ronald Stern insists about the right beliefs is because most CEOs do not understand that Strategy is a Ladder where each step must come from a cognitive process. If CEOs applied Stern´s Leadership (i.e. Leadership is Art whereas Management is Craft) they would understand what Ronald Stern means by the current world being as liquid as water and they would thus be able embody the qualities of flowing water, flowing easily and naturally on the route that we are "meant" to take, with a gentle flow gusto and determination to implement the strategy in the 4.0 world. Cognitive Guidance is key as a must-have ability as opposed to receiving answers directly into our minds through ideas and thoughts that come out of the blue which is what most Board of Directors/CEOs do with an absolute lack of efficiency That is why José María Vich one of Stern´s most talented students says that nowadays in the 4.0 IoT world (the liquid world of Ronald) a CEO = Chief Sales Officer if a company is to succeed through the decade 2020-30 To do all that Companies need to be HUMANIZED again to a COGNITIVE+HORIZONTAL CORPORATE CULTURE: That is the WAY TO LEADERSHIP WITH THE RIGHT BELIEFS with the •4STERN-Radical-BELIEFS•in similar fashion to Thomas J. Watson Jr i.e. Make all work well Treat everyone with respect and dignity Be clean, sincere and always optimistic Above all, Be Loyal ((c)Ronald C. Stern) STERN INTERNATIONAL of Switzerland. "HUMANIZING LEADERSHIP